Conversation Marketing: The Conversation is the Thing

Christine Fife

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Great Marketing is 10% Ideas & 90% Project Management

A short post today to point out the importance of project management–details, coordination and planning. Great, innovative, unique or mind-blowing marketing outreach programs or advertising campaigns are a dime a dozen. 90% of marketing success is in the planning and execution. Basically, the boring stuff is more essential to success than the brilliant idea.

Think in terms of a superhero. Even if they have the coolest super power, they won’t get their own bat signal from the commissioner if they can’t get to disasters in a timely manner or they have a cape that doesn’t allow them to effectively lift a bus of school children to safety from a bridge that’s about to collapse. What separates great marketing/marcomm pros from the wannabes, even at the strategic level, is having incredible organizational project management skills and strong attention to detail.

If you aren’t naturally gifted in project management and detail tracking, it’s not the end of your career, but you’ll need to work harder to compete. Look into software tools that might help you track details. You might also consider taking a class or finding a mentor to teach you what to think about when planning details, coordinating resources, keeping on budget and timelines, etc. Being diligent with followup and creating digital alerts to remind you when tasks need to be done can also help.

There’s no one system that is perfect for everyone, but if you work toward developing a process that works for you–and more importantly, that you can use for managing all types of marketing activities–you’ll notice that more co-workers are noticing you’re work!


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More Stories By Christine Fife

As I drove off to college I never would have guessed I would end up here! But it’s been a fantastic journey. My career has been richly diverse giving me an advantage over marketers who are siloed into niche positions. I strive to be a true Renaissance person—I love to learn about everything and trying new things comes naturally. My career has been no different; I’ve successfully launched enterprise software and medical device development startups, improved communications processes for the regulatory department of a major financial exchange, increased client business and product development for several international exchange program companies and founded an international educational non-profit organization. My master’s degree in Integrated Marketing from Golden Gate University gave me a broad understanding of traditional marketing best-practices, but my BA in theater gave me the skills to understand how people communicate with one another and the importance of promoting a brand in a voice that is right for the audience.