Dx3 Wrap-Up—Building Bridges across the Strategy-to-Execution Gap

DMO Posted September 18, 2017

Picture San Francisco’s Golden Gate Bridge: Declared one of the wonders of the modern world, construction began in January 1933 and from the time it officially opened in 1937 until 1964, it was considered the longest suspension bridge main span in the world (at 4,200 feet).

Now, while we’re certainly not building engineers, contractors or architects, at Vigorate Digital, we do know a thing or two about building bridges—between brands and consumers, and strategies and execution, specifically. We’ve learned over the years that to build a solid and long-standing bridge, you need the right combination of strategic planning + carefully thought-out processes + the right resources (people, tools, structures in place) in order to deliver on the vision for the look, feel, and ultimate end results for one’s plans.

Building bridges has never been so fun! With the help of hundreds of eager attendees, we worked away over the course of the Dx3 Conference (March 8–9, Toronto) to build this 3D bridge model, and in the process, also had the opportunity to survey attendees on the major challenges they face in executing effective and efficient marketing campaigns in today’s competitive economy. One winner was chosen randomly from all survey participants to win a Lego bridge model of their own.

That’s why we’ve made it our goal at Vigorate Digital to help more marketers bridge the gaps in their own organizations between their strategic planning and the decisive execution of campaigns against those strategies. And this was the subject of our participation at Dx3 this past March 8–9, where industry veteran Scott Jamieson spoke about bridging the Strategy-to-Execution gap that’s affecting the marketing industry in big ways.

We know from working with countless organizations in the industry—as well as from responses to the survey we conducted at Dx3 this past March—that many firms are increasingly experiencing a skills and/or resource gap that makes it difficult for them to execute against their marketing strategies. This contributes to unnecessary loss of campaign effectiveness and efficiencies (what we call “marketing waste”).

In our presentation and at our booth on the show floor, we covered some of the dominant challenges that marketing organizations face in today’s competitive economy: Whether it’s due to aligment, know-how, insights or otherwise, many folks just can’t seem to close the gap between what they know is the right thing to do from a strategic perspective and actually making the right thing happen during campaign execution.

What’s a solution to this predominant issue of marketing waste? Our Strategy-to-Execution (S2E) methodology: a multifaceted approach that focuses on four fundamental strategic competencies—Planning, Enablement, Operationalize, and Accountability—to determine the most effective executional processes to take for any given client or brand, all facilitated using MarTech.

From strategic activities like annual planning and MarTech strategy,  to implementation and operational development, through managing reporting and analysis data, we’re able to dive deeper into our clients’ marketing challenges using our S2E methodology, to shape priorities and identify potential risks in order to help them reap bigger rewards from their marketing organizations.

Want to learn more about our S2E methodology? Contact us today!

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