S4E2 - Implementation in marketing: a process not an event

Looking at managing marketing processes using our PIMMS method, the I stands for implementation. There is a divide between planning and implementation as, so often, people are fixated on the former and never get round to the latter. It's very easy to believe a plan needs to be perfect to guarantee success but, as is the nature of marketing, some things are bound to fail and the key is making sure enough succeeds to offset those failures. Implementing a plan is not about the absolutes of success: it's about trying, learning then iterating.