How good is your marketing strategy? My colleague, Mark Synek and I recently interviewed Mike Yardley of VML and asked him to answer this difficult question. Mike is the Chief Integration Officer at VML, a global marketing agency. Mike shared his insights on how to assess whether an organization has the right marketing strategy in place.


We started the conversation by defining success. What are the marketing team’s objectives? At the end of the day, how will they know whether or not they’ve been successful? This is the foundation to a great marketing plan according to Mike.


Mike will then walk us through his planning process, and explain why organizations often mistakenly think they’ve completed this step. He’ll explain how to understand your target audience, what KPIs to measure, and how to perform a gap analysis of your marketing department.


He will wrap up the show by discussing brand strategy and talent. How can you sure your brand is being consistently identified and differentiated? And, he’ll explain the importance of having the right talent to execute your marketing strategy. Having the right people is key, and Mike will discuss how he partners with HR in order to make this happen.


Ultimately, you need a marketing strategy that drives demand for your products or services. Watch here to see how Mike does this at VML. Your team cannot execute their marketing objectives without a clearly defined strategy. And Mike will provide an example of what good looks like.


John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.


John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.


His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.


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