by mgill
25. January 2011 06:45
At Pile and Company, we've already heard from a number of organizations looking to examine their marketing communications resources for 2011. One company in particular came to talk to us about their own unique situation—namely, their need to hire new marketing leadership and new advertising agency partners.
The hope was to have the searches run simultaneously, and of course, as soon as possible.. The quandary for this company falls into the category of "a good problem to have." Started just a few years ago, they have quadrupled their revenue since their inception, and have been recognized as one of the fastest growing companies in North America. With this explosive growth came the decision to take a serious look at their
marketing efforts and their internal and external resources..When we sat down with the company's leadership, our objective was to confirm key priorities that would not only inform tactical steps, but also solidify who and what was needed both in and out of house, for example:
-What are your current internal and external resources? Where specifically do you feel there is a gap? What is your vision of future needs?
-What is your communications budget? What role do you want your agency to play in evaluating and recommending new communications channels? Which channels do you plan to increase/decrease?
-How would you describe your company culture? Is culture a priority? Do you expect it will change and if so, how?
-What are your requisites for time to execution?
After gaining consensus on these and other overarching priorities, we made our recommendation. For this company, staggering the searches for their marketing execs and ad agencies made the most sense. For another company, finding and onboarding marketing leadership first and then embarking on an agency search might be a better solution.
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