9
O P I N I O N
The proposal relay race
S ome people describe the proposal process as a marathon while others consider it more of a sprint. The consensus probably lies somewhere in the middle, although too many times it feels like the 400-meter relay – with hurdles. Even with long lead times, the proposal process can be stressful. Marketers have to own the process and enforce the schedule.
Even if your proposal timeline extends to a longer period or a quick turnaround, a comprehensive schedule is a must to ensure a successful submittal. After all, serious runners prepare detailed training itineraries for each race with specific goals at various milestones to deliver the strongest performance possible. Sound familiar? Even with the longest lead time in history, the proposal process will feel contrived and stressful. As noted speaker Michael Altshuler said, “The bad news is time flies. The good news is you’re the pilot.” It is up to the marketing professional to own the process and develop and enforce a schedule. Here are some items to consider: ❚ ❚ Starting blocks. Develop the schedule early on. Right out of the gate, the schedule should take precedence. The team needs to understand all the
roles, responsibilities, and due dates. During the kickoff meeting, explain how important it is to be compliant and the impact it has on every step of the process. “Serious runners prepare detailed training itineraries for each race with specific goals at various milestones to deliver the strongest performance possible. Sound familiar?” ❚ ❚ Track shoes. Use multiple formats. There are spe- cific track shoes for every runner out there and the same can be said about scheduling formats. Be as varied as possible and create bullet lists (or check-
Javier Suarez POP MARKETING
See JAVIER SUAREZ, page 10
THE ZWEIG LETTER June 18, 2018, ISSUE 1253
Made with FlippingBook Annual report