Closing the Strategy-to-Execution Gap—Vigorate Digital’s Methodology, Explained

Strategy2Execution Posted September 15, 2017


Many marketing organizations are increasingly experiencing a skills and/or resource gap that makes it difficult for them to effectively execute against their marketing strategies, and contributes to unnecessary loss of campaign effectiveness and efficiencies. We refer to this as the Strategy to Execution Gap.

We’ve covered some of the dominant challenges that marketing organizations face in today’s ultra-competitive marketplace before: Whether it’s due to lack of time, know-how, budget, insights, or for a whole host of other reasons, too many marketing executives just can’t seem to close the gap between what they know is the right thing to do for their clients and brands and actually putting the rubber to the road to make “the right thing” happen. Adding to this is the fact that more big-name software companies are stepping back from offering many marketing services – including marketing solutions and operations, data evaluation and management, campaign and program measurement -, in favour of a license-oriented focus.

“A good, clear strategy is necessary for success—but not sufficient for survival. So look again at all those derailed CEOs…. They’re smart people who worried deeply about a lot of things. They just weren’t worrying enough about the right things: execution, decisiveness, follow-through, delivering on commitments.” (Source: R. Charan and G. Colvin, “Why CEOs fail,” Fortune Magazine, June 1999)

But in reality, if you’ve been in this industry long enough—say, a decade or more—then you’ll recognize that this is nothing new: Back in 1999, an article entitled “Why CEOs Fail” in Fortune Magazine highlighted that only about 10% of business strategies are effectively executed. And remember, this was in the early days of the digital media race, when there were decidedly fewer channels for marketers to decide between to execute their MarComm strategies.

Are you looking for a solution to your own organization’s challenges with the Strategy to Execution Gap?

Look no further than our Strategy-to-Execution (S2E) methodology: a multifaceted approach that focuses on four fundamental strategic competencies—Planning, Enablement, Operationalization, and Accountability—to determine the most effective executional processes to take for any given client or brand, all facilitated using MarTech.

The 4 Competencies of the Vigorate Digital S2E Methodology:

  1. Planning: Determining a client’s strategic goals and measures of success, as well as their current state of campaign and/or program planning and execution.
  2. Enablement: Uncovering the program and data processes and workflows that a client currently uses to move their business strategies forward.
  3. Operationalization: Putting a plan in place around all of the moving parts of a client’s strategic executions, to get the most out of their business strategies. This may include activating Digital Marketing Operations (DMO) capabilities in Professional or Marketing Services, Data Management, Measurement, or other tactical areas.
  4. Accountability: Building and maintaining a feedback loop that allows the client’s measurement ecosystem to move from basic reporting to more advanced analytics and predictive insights over time, to suit their evolving business needs.

From 30,000-foot-level strategic activities like annual marketing and budgeting planning and MarTech strategy implementation, to more tactical activities like building better creative briefs or parsing through historical data, our flexible and highly-personalized Strategy-to-Execution Methodology allows us to dive deeper into each client’s unique marketing challenges, to shape priorities and identify potential risks in order to reap big rewards.

Want to know more about our S2E approach? Visit us in Booth #728 at the Dx3 Conference (Toronto, March 8–9, 2017) to find out how we’d apply the process to your business. Learn more about Vigorate Digital and Dx3 here.