Page 36 - Enterprise Engagement and ISO Standards eBook
P. 36
Enterprise Engagement and ISO Standards
Further complicating matters, distinct external and internal marketing strategies and tactics
often work in silos lacking coordination, such as advertising, public relations, social media,
internal communications, training, rewards & recognition, etc. One hand often doesn’t
know what the other is doing, let alone work together with common purpose. It’s no
wonder so few promises made in advertising get systematically delivered upon. Figure 3
shows the current state. Figure 4 shows the ideal state.
FIGURE 3: CURRENT STATE: ENGAGEMENT TACTICS REMAIN DETACHED
While top management support is critical to sustainable success, the managers who run an
organization’s disparate marketing, sales and human resources entities do not have to wait
to start applying common sense principles to how they design current programs to ensure
they align with overall organizational objectives and address the levers necessary to connect
engagement to results.
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