How to ensure your marketing objectives are executed with clarity and accountability

Stop. Breathe. Set some SMART marketing objectives. Then challenge them with two questions with our simple H2O method

I have been involved in many marketing planning sessions of all shapes and sizes. One of the most practical methodologies used (and has been for many years) to assess the current situation and develop actions for the future is the common SWOT method.

It still works.

  1. Internal strengths to build on
  2. Overcome or remove the internal weaknesses that are apparent
  3. Identify the external opportunities to capitalise on and
  4. Be brutally realistic about the external threats whether real or impending

(By the way if you do use the SWOT method, be sure to create actions with responsibilities and timings).

Here is a simpler methodology. We’ve called it the H2O method.

Once you have set your SMART marketing objectives, ask these two questions:

Q1: What’s Helping you achieve these objectives?

(Prove why it’s helping. Then capture the actions you can take to leverage these. Who is responsible and by when.)

Q2: What’s Hindering you achieve these objectives.

(Prove why it’s hindering. Then capture the actions you can take to leverage these. Who is responsible and by when.)

The result is clarity with action and accountability.

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