Company presidents are under performance pressure from internal and external forces, marketing professionals are under pressure to build quality sales leads and position their company to win, and sales professionals are under pressure to bring in the quality sales the entire company needs to sustain itself. All too often, the focal point for this performance pressure falls on the shoulders of the marketing/advertising team — whether they’re internal or external.

Performance under pressure is “standard operating procedure” for the creative services business. We thrive on the energy and enjoy the challenge when everyone is pushing in the same direction … building marketing momentum. When most people describe marketing, they use modifiers like “smart,” “memorable” and “effective.” Most of those people also use modifiers like agile, quick and multi-faceted, which, unfortunately, may translate into “unplanned,” “not-thought-out” and “unfocused.” When everyone on the marketing team (from President to Marketing Assistant) helps plan and build momentum for a company’s marketing objectives, we get to use modifiers like “planned,” “imaginative” and “sustainable.”

Imagine your marketing machine is like a huge, heavy steel wheel — impossible for one person to turn. When all team members push simultaneously in the same direction the wheel moves a little. Naturally, this takes some planning and coordination. If someone stops pushing or pushes in another direction, the wheel stops again — you lose momentum. It’s only when everyone pushes in an agreed-upon direction with sustained action that the wheel begins to gain momentum. After gaining some momentum, turning the wheel takes less effort and can be sustained by fewer people and resources.

The same analogy applies to all marketing initiatives undertaken by an organization. Each marketing program needs to build upon the momentum produced by other marketing programs; the wheel picks up momentum and spins faster and easier. Any program that does not build upon the momentum of other programs slows the wheel down; advertising campaigns need to build upon Web site content, internal communications need to agree with external communications, and promotional marketing communications need to agree with PR.

Sound marketing programs are much more likely to succeed and build momentum when they are well planned, have buy-in from upper management, have an allocated (sufficient) budget, and are free to take some creative risk. The following tips will help your company build marketing momentum:

Plan the Work and Work the Plan
The first step in planning any type of marketing program is to determine the objectives you hope to achieve and how they will support the organization and its operational goals. Obviously, there needs to be a strong connection between the two but often times there isn’t. In addition, marketing program objectives need to be clearly defined, achievable and measurable. Once you have a plan in place, monitor your progress and keep stakeholders informed about your progress.

Resource Allocation
All marketing initiatives require some level of financial and human resources to be successful. Itemized budgets need to be realistic and approved in advance. Third-party costs should be monitored throughout the program lifecycle to ensure that they reflect progress to-date. Careful budgeting and cost control also help maintain buy-in from upper management. This information can also be used to estimate the return-on-investment for most marketing programs, including advertising, branding, direct marketing or web-based marketing efforts.

In executing any type of tactical marketing program, time is a precious resource that is frequently overlooked. It is essential for corporate marketers to understand all of the tasks and time requirements associated with planning, design, production, printing and web development. Also, be sure to allow enough time for quality assurance and any possible contingencies or emergencies that could occur.

Teamwork and Communication
Most everyone in an organization will agree with broad stroke goals; we need more sales, for instance. However, most of those same individuals will have different routes to the same end. Once you have a sound plan and an allocated budget, get buy-in from the top down — from the organizational President if possible. This way you can get buy-in from all stakeholders.

Once you have buy-in, you’ll need to keep everyone on the same page and your momentum moving forward. To do this, you’ll need excellent project documentation and precise scheduling. There are several tools to help you achieve this goal. One of the best tools is a dedicated extranet where all documentation and communication can reside. Other excellent tools include project management software like Microsoft Project or AEC Software’s FastTrack. At the very least, keep all stakeholders up-to-date through email and milestone markers.

Measurement and Accountability
Marketing initiatives and corresponding budgets represent an investment in the future growth and value of the business. These initiatives should be evaluated just as rigorously as capital investments and operational programs. Measuring marketing programs is complex and tedious. By definition, it requires well-defined and quantifiable objectives that are associated with specific completion dates. This enables an organization to evaluate its progress in achieving pre-determined marketing goals and take corrective action as needed. In addition, the efficacy and ROI for individual marketing campaigns can be determined.

A quantitative basis for evaluating marketing initiatives is the best approach since it normalizes the basis of comparison and can be used to determine a specific rate of return for a given marketing initiative or for an entire marketing program. The benefits of using a quantitative approach include greater management oversight, control, and the ability to fine-tune and prioritize marketing initiatives based on consistent performance metrics.

The best way to build marketing momentum is to slow down and plan the momentum. Unfortunately, time is a luxury most marketing professionals don’t have. Keep in mind, marketing initiatives that produce little ROI are one of the most expensive and infuriating things a company can do. High ROI marketing pays for itself, creates equity in the brand and builds marketing momentum.