HAVING THE "MO DIALOGUE"

We have written a number of times in the past about what we call the "performance gap" in brand marketing ? that gap between what marketers set as business objectives (volume, profit, share) and what they implement as tactics. And foremost among what's missing in this gap are the brand's marketing objectives - those specific customer or consumer behaviors that, when quantified and tallied, will add up to the expected volume, profit, and share. It's astounding, really, that so many marketing plans are approved without both marketers and their general managers knowing exactly what they are trying to get done with the company's annual marketing investments. So, this week we are encouraging both parties to fill the marketing plan performance gap by having - at least at plan presentation time - what we call the "MO Dialogue."

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The DISPATCHES^TM for May 23, 2010 can be found here:

HAVING THE

A printer / handheld friendly version can be found here:

HAVING THE

It is also available in PDF here:

HavingTheMODialogue.pdf (PDF File)