Time and time again, it seems that no matter how effective the marketing campaign is that you create - it falls on its face when you don't get employee buy-in right. Let me explain.

You've created a killer plan, it’s been built with your passion and marketed professionally and you've worked meticulously on the right strategy. Now calls start to come in enquiring about the product / service, they are put through to a sales exec, who answers their questions, only problem is that this sales exec doesn't feel as passionately about the marketed product/service as you have marketed it - in fact, it seems that the sales exec knows less about the product than the consumer.

Another example, someone calls to enquire about a product, they go through to reception where an un-enthusiastic receptionist picks up. They request to talk to someone about the marketed product / service - only problem is that the receptionist doesn't know who to put them through to.

This really isn't the situation you wanted to be in. When thinking about Marketing, some just think on the push factors involved, in getting the information out there into the public domain. What should also be looked at is the internal communication and 'buy-in'. When Marketing launch a new campaign, usually there will always be some internal negative attitudes towards it, either it wasn't created in the right way, or employees feel that it could have been done better. The way to avoid this is to ensure internal communication throughout projects is kept up continually. This will aid in awareness of campaigns currently going on, informing employees of the reasons behind it. Create passion in the way you market internally, to harness employee buy-in and you can complete the marketing cycle and ensure your campaign isn't hampered in the last mile.