How to Move from Marketing Strategy to Execution

Our guest on SBI TV is Dan Levinschi, the Head of Marketing for PandaDoc. Dan is a revenue generating marketer who knows how to quickly transition from marketing strategy to execution.

Dan and I discuss how to move from marketing strategy to execution. Dan describes his process for developing a marketing strategy, and how he interlocks the company’s corporate strategy, product strategy, and sales strategy with his own. Dan also shares his rollout strategy and how he presents it to the marketing team to ensure that each person understands the overall strategy, their role, and how their execution fits into the overall strategy.

To follow along, leverage SBI’s How to Make Your Number in 2018 PDF Workbook and turn to the Marketing Strategy section starting on pages 236. To download the full transcript in a word document, click here.

In today’s captivating show, Dan shares his method for transitioning from the planning phase to the execution phase of the marketing strategy, specifically how to ensure that the right KPI’s closed loop reporting is built into each new activity. Turn to the 13-minute mark of the video to watch Dan discuss how a marketing leader validates that progress is being made on major initiatives without micromanaging the team.

Matt and Dan discuss how precisely Dan makes this happen at PandaDoc:

“It is very important for me personally knowing what everyone on the team is doing without being too invasive. The number one thing that you need to have is a playbook for how your department functions. If people don’t understand how your department functions, it doesn’t matter whether they’re on your team or on a separate department, you’ll always run into the problem of people not knowing what you do essentially. You also have to build an internal Wiki page with all things marketing, just for internal for the company. Then you need to have a project management system in place. If you’re a startup on a budget, you can use something like Trello. Another thing you have to focus on are the core problems and helping your team to understand the impact of their work. Some people just go to work for a paycheck and do the minimum necessary. If they understand very well what the impact on the work is, they’ll be more motivated to work diligently. I find that when people are motivated they don’t need strict management, you can give them a lot of responsibilities and freedom and they’ll spend their time on the right things.

Dan Levinschi shares his advice on encouraging the marketing team while also instilling the team with a sense of accountability.

“The way we normally work is to hold open forums. I think that the best ideas are born when you have a number of viewpoints in the same room. What we do is, whenever there’s an argument about whether we should continue a project or not, the results are not there, the real question I’m asking is: “What is the immediate impact on business short term and long term?” If the impact is minimal, which you can generally quantify through specific metrics, it all comes down to revenue. Then it’s a simple argument for me to win. For example, if the impact is short term but in long term this doesn’t make any sense, maybe we should kill the project and reiterate. To summarize, I’m a performance marketer, so I believe in numbers. If you cannot prove it to me in numbers, then the argument generally ends.”

Having a solid strategy in place sets a company and a department up for success. Understanding and utilizing marketing metrics in your strategic process can make the difference between success and failure. Skip to the 20-minute mark of the video to watch Dan describes how he establishes accountability with his marketing team, how he manages individual contributors, how he reports progress to the CEO, and how he measures the success of his team’s strategy.