From Think Patented The Noodle, Vol. 15 Issue 5
In the early days of Fifth & Cor, Robin Dimond received a crash course in what happens when marketing execution isn’t connected to the bigger operational picture. As she recalls, the campaign seemed destined for the “highlight reel.” A brand asked her team to promote a specific product through an influencer. The post went live. The clicks poured in. And in less than 24 hours, sales hit $15,000. Then came the call that they had run out of inventory.
What no one mentioned before the campaign was that supply was limited. A moment of success had instantly turned into a missed opportunity. “That moment became a turning point,” says Dimond, founder and CEO of the innovation and immersive marketing firm. “We realized that for campaigns to succeed, it was not enough to just deliver results. We had to be embedded in every part of the process, including supply chain visibility.”
Today, Dimond and her team align with sales, operations and marketing from the jump—tracking inventory, building systems with checkpoints and documenting every step. Even something as simple as a shared Excel sheet becomes a key part of ensuring everyone—from vendors to creative teams—is on the same page.
Experience, as tasking as some memories can be, has taught her that when it comes to marketing, success is never just about the idea; it’s about execution. And execution only works when everyone is talking. “That was one of the biggest misses we made when we first started out. Now, we make sure everyone is aligned on what products to push and ensure the supply chain can support the demand. For a campaign to succeed, it isn’t enough to just deliver results, you have to be embedded in every part of the process, including supply chain visibility.”
Fifth & Cor’s system is straightforward but disciplined. Every campaign has documented checkpoints and a shared communication log so no step is missed. Her advice for teams looking to strengthen their execution falls into three areas: create systems and checkpoints that everyone agrees on; document additions or changes as soon as they happen; and respond to updates within 24 hours.
“Like any good relationship, you need communication,” Dimond says. “That starts with culture. Hire the right people and train them to set up systems that ensure quality during execution. And finally, communicate throughout the entire process. Time kills all marketing projects. Don’t let it.”
Start With The Beginning
For Trisha Gallagher, the smooth execution of any marketing campaign begins before any creative work is done. The Senior VP of Marketing at Marketri starts by making sure everyone understands the bigger picture before any work begins. That means a kickoff meeting where the strategy, goals, roles and responsibilities are clear—and where everyone knows the handoffs from start to finish.
Collaboration touchpoints are set from the start, so each person understands how their work connects to the whole. “Every provider has their own focus—creative quality, speed, cost efficiency,” Gallagher says. “If those priorities drift from the overall project goal, the work suffers. When people see how their piece impacts the campaign’s success, they make better decisions.”
That alignment also means making timelines, milestones and next steps visible to all, and adjusting quickly when changes happen. When it comes to quality and consistency, Gallagher removes ambiguity with a clear brief. “Everyone should know the goals, the audience and the brand standards before they begin. From there, checkpoints are built in at critical stages, not just at the end, to ensure the work stays on strategy and on brand.”
The key is communication—the glue Gallagher says holds everything together. “Without it, people work in silos and details get missed. Vendors and providers should see themselves as partners in the outcome, not just contributors to one piece of the work.”
To help keep things moving throughout the chain, Gallagher and her team use project management tools, shared timelines and regular check-ins to keep information flowing. The process works to build a sense of shared ownership.
Think of it this way: Marketing execution is a chain of interdependent links. Creative teams rely on clear strategy. Strategy relies on accurate information about timelines, budgets and supply. Vendors and partners rely on consistent communication to deliver their part on time and on brand.
Break one link and the whole chain weakens.
“You have to build the relationship before you need a rush job,” Gallagher says. “Match your working style to the stakeholder. If a partner wants more collaboration or the vision is still taking shape, set tighter checkpoints at the start, use smaller deliverable batches and review early proofs. Map the process end to end so everyone understands dependencies.”
Excellence in marketing isn’t just about the big idea—it’s about ensuring every link in the chain works in sync. When strategy, communication and execution align, campaigns don’t just launch—they deliver their full potential.
Want more insights like this? Dive into The Noodle, Vol. 15 Issue 5 for fresh perspectives on marketing, technology, and creativity. Read the full issue here.
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