AMiable Solution #104: Making the Big Play

Last weekend, sports fans watched with anticipation and speculation as 32 professional football teams recruited new players. 

Although the first player drafted this year was a defensive end, many people consider the offense, particularly the quarterback, the key to any successful football team.  In fact, Howie Long and John Czarnecki, in the book Football for Dummies, 4^th Edition, say the “typical” professional football team scores a touchdown or a field goal on one-third of its offensive possessions, making it vitally important for a quarterback to perform every time he’s on the field.

In marketing, the expectations are even tougher.  “Scoring,” or procuring an acceptable return, on one out of every three campaigns isn’t enough.  Realistically, despite all of your research and careful planning, you’re not going to score the game-winning touchdown with every campaign, but you must produce results.  Marketing costs money.  Competition is tough.  Loyalties aren’t always there, but mounting pressure to maximize the return and increase the organization’s or company’s bottom line is.  The economy isn’t always predictable.  Things don’t always go as planned.  And yet, you are expected to set a marketing budget and a sales goal and achieve both.

But how can you do that?  First, you need good coaches (management) to make the calls.  Most quarterbacks announce calls, not determine them.  They rely on the strategic thinking and competitive savvy of the folks with the head gear and clip boards.  The people who see the big picture both on the playing field and on the other side of the locker room doors.  Strong management with experience in both the industry and in business can provide the right insight to guide you successfully down the field.

Second, you need good leadership (the quarterback).  Someone who can put the plan into action.  Someone who works fast and has excellent focus.  Someone that others look to and listen to.  Someone who can take a hit and not only bounce back from a loss, but also encourage the team to keep going.  Marketing managers, project coordinators, graphic designers, customer service contacts all have the ability to take charge of a project or campaign and guide it into the end zone.

Good marketing offenses don’t just pop up out of the blue.  They’re chosen.  They’re given tasks and experience.  They experience successes and failures.  And they’re not afraid to take risks.  But most importantly, they know how to go after the big play.