‘It’s how momentum is built’: Brands on how best to document marketing excellence
However you define marketing excellence, it’s essential those standards – and the outcomes – are shared with the wider organisation and documented for the future.
The thing about excellence is, it doesn’t matter how good you are at something if nobody knows about it.
Marketing Week spent the best part of a couple of thousand words this week looking for a simple answer to a simple question: what is marketing excellence? The responses were varied, with different marketers taking different inspiration from an expression that – by its very nature – will mean different things to different people with different organisational challenges.
How you decide to approach it is only half of the battle. Documenting and standardising marketing excellence is vital if it’s going to become a cornerstone of the brand as it develops and grows.