Drawing on his 25 years of experience, Cardew acknowledges that one thing he and all marketing teams need to be better at is the “pre- and post-mortem” of marketing strategies.
“We’re all so busy and we all try to get stuff out the door. But sometimes we can run something, stare at the aftermath, not really learn anything from it, and then just move on to the next thing.
“A lot of projects fail, but these projects are pretty expensive, so it’s about balance. I think it is having the discipline go, ‘okay, possibly not our finest hour. But let’s go back and see if we can find out something that we learned, and then our investment was worthwhile’. Your organisation needs to have patience with you.”
Adding to the long list of marketing-isms, Cardew continues: “I am a big fan of ‘pre-mortem’ strategy. [That means] looking at something and asking ‘why are we going to fail?’ What have we done here that shows our own biases, our own prejudices or our own narrow thinking?“
It might be a nasty analogy, but it certainly has a ring to it.
Hear more advice from James Cardew, Head of Marketing and Client Experience, Europe and Asia at Capital Group, listen to the ABM podcast on-demand here.
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