In the pursuit for operational excellence, it can be prudent to really scrutinise your processes. A simple, but effective way of doing this is with the 5Y Analysis technique. You can find out more about the 5Y technique here: 5Y Analysis

Problem: Marketing projects are pulled early or not widely understood and valued by everyone in the organisation in order to get approval

By repeatedly asking the question “Why” (five is a good rule of thumb), you can peel away the layers of symptoms which can lead to the root cause of a problem.

In this scenario, we have a common problem experienced by many marketing leaders and their teams; Marketing projects are pulled early or not widely understood and valued by everyone in the organisation in order to get approval. To address this here is a common series of ‘Why’s’ that could apply to your business:

  • Why 1: Other members of the board block or do not support markleting initiatives

  • Why 2: They don’t understand the value the campaign seeks to deliver

  • Why 3: They have not been involved in setting the solution

  • Why 4: We did not involve them earlier in the process

  • Why 5: Marketing is working in isolation and is not unified in our organisation

If you can be really honest, you’ll come up with a logical solution to your issue.

Solution:

Using the example above, it would be prudent for Marketing to establish a monthly/quarterly roundtable fact-find where they can uncover the issues within the company, at all levels, which can then better inform the solutions marketing present to the board.

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