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The importance of implementation evaluation and control in a successful marketing plan

Library's Strategic Planning Blog Great Value from Monitoring and Evaluation As stated several times throughout this library topics and in materials linked from ittoo many strategic plans end up collecting dust on a shelf. Monitoring and evaluating the planning activities and status of implementation of the plan is -- for many organizations -- as important as identifying strategic issues and goals. One advantage of monitoring and evaluation is to ensure that the organization is following the direction established during strategic planning.

The Strategic Marketing Process: A Complete Guide

The above advantage is obvious. Adults tend to learn best when they're actually doing something with new information and materials and then they're continuing to reflect on their experiences.


You can learn a great deal about your organization and how to manage it by continuing to monitor the implementation of strategic plans. Note that plans are guidelines. It's OK to deviate from a plan.

The Control Phase of the Marketing Plan

But planners should understand the reason for the deviations and update the plan to reflect the new direction. Responsibilities for Monitoring and Evaluation The strategic plan document should specify who is responsible for the overall implementation of the plan, and also who is responsible for achieving each goal and objective. The document should also specify who is responsible to monitor the implementation of the plan and made decisions based on the results. For example, the board might expect the chief executive to regularly report to the full board about the status of implementation, including progress toward each of the overall strategic goals.

In turn, the chief executive might expect regular status reports from middle managers regarding the status toward their achieving the goals and objectives assigned to them. Are goals and objectives being achieved or not?

If they are, then acknowledge, reward and communicate the progress. If not, then consider the following questions. Will the goals be achieved according to the timelines specified in the plan?

If not, then why?

  1. Some guidelines to ensure this strategy is effective are. The audit includes analyses of the company's marketing strategy, marketing organization, marketing systems, and marketing productivity.
  2. Performance has to be measurable and comparable. Through emotional and mental marketing customers will associate your brand with their solution and eliminate choice.
  3. Specific areas to consider are new technological advancements, the use of technology in marketing, the role of the Internet and the impact of the information technology changes.
  4. The three points that constitute this philosophy include empathy-authentic understanding of customer need, focus-eliminate all unimportant opportunities and impute— ensuring creative, professional presentation of products.

Should the deadlines for completion be changed be careful about making these changes -- know why efforts are behind schedule before times are changed? Do personnel have adequate resources money, equipment, facilities, training, etc.

Are the goals and objectives still realistic? Should priorities be changed to put more focus on achieving the goals? Should the goals be changed be careful about making these changes -- know why efforts are not achieving the goals before changing the goals?

Basics of Monitoring, Evaluating and Deviating from the Strategic Plan

What can be learned from our monitoring and evaluation in order to improve future planning activities and also to improve future monitoring and evaluation efforts? Frequency of Monitoring and Evaluation The frequency of reviews depends on the nature of the organization and the environment in which it's operating. Boards of directors should see status of implementation at least on a quarterly basis. Chief executives should see status at least on a monthly basis.

Why Are Implementation, Evaluation & Control of the Marketing Plan Necessary?

Reporting Results of Monitoring and Evaluation Always write down the status reports. In the reports, describe: Answers to the above key questions while monitoring implementation. Trends regarding the progress or lack thereof toward goals, including which goals and objectives 3. Recommendations about the status 4. The plan is only a guideline, not a strict roadmap which must be followed. Usually the organization ends up changing its direction somewhat as it proceeds through the coming years.

  • Recommendations about the status 4;
  • This helps to identify marketing opportunities and new or potential markets;
  • What can be learned from our monitoring and evaluation in order to improve future planning activities and also to improve future monitoring and evaluation efforts?
  • Performance benchmarks can only provide value, however, if marketing plan objectives are clear, well-written and well-defined;
  • This helps to identify marketing opportunities and new or potential markets;
  • It consists of the following 6 steps:

Changing the Plan Be sure some mechanism is identified for changing the plan, if necessary. For example, regarding changes, write down: What is causing changes to be made. Why the changes should be made the "why" is often different than "what is causing" the changes. The changes to made, including to goals, objectives, responsibilities and timelines. Manage the various versions of the plan including by putting a new date on each new version of the plan.

Strategic Management & Strategic Planning Process

Always keep old copies of the plan. Always discuss and write down what can be learned from recent planning activity to make the next strategic planning activity more efficient. A Note About Celebration I've been involved with many strategic planning activities. Rarely, when a plan is completed, do organizations really acknowledge the success they have achieved.

Instead, planners are often so focused on "progress" and problem solving, that they're too eager to move on to the next version of the plan. Celebration is as important as accomplishing objectives -- maybe more. Without a sense of closure, acknowledgement and fulfillment from a job well done, the next planning cycle becomes a grind. Return to the topic Strategic Planning.

For the Category of Strategic Planning: To round out your knowledge of this Library topic, you may want to review some related topics, available from the link below. Each of the related topics includes free, online resources. Also, scan the Recommended Books listed below. They have been selected for their relevance and highly practical nature.