Don’t forget about these two 2Ps

Why people and process are core to your marketing plan

If you’ve ever been responsible for a brand’s marketing, you know that operationalizing a plan isn’t as simple as just doing it. Ideas, no matter how innovative, only lead to growth when they’re executed flawlessly. 

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A truly effective marketing strategy—one that drives not just short-term results but sustainable growth—requires a balanced approach. We all know the foundations very well thanks to E. Jerome McCarty’ 4Ps of Marketing: price, product, positioning, and promotion. But often, two critical Ps that contribute to organizational growth are overlooked: people and process. 

There are tons of literature on these Ps from Philip Kotler’s 5th P (people) and Booms and Bitner 7P model (that includes people, process and physical evidence). 

Whether you're an in-house marketer or an entrepreneur diving into your business’ marketing, this is your reminder to think about how aligning people with their strengths and streamlining processes can be core drivers of your marketing (and organization’s) success. This alignment of people and process is something we are truly passionate about at Sidekick and feel it is foundational to every thriving business.  

People: Aligning Talent with Roles 

Talent is everything. But it’s not just about having top talent; it’s about placing people in roles where they can thrive. When each team member is aligned with their strengths, they contribute in ways that not only support the marketing plan but also drive the overall growth of the business. Strong leadership and management are key here—they set the vision, foster trust, and ensure that everyone is working toward the same goals, fueling growth along the way. 

It’s equally important to invest in your team’s development. This means more than attending workshops or industry events—it’s about fostering a culture of continuous learning, where both professional and personal experiences are valued. A team that’s always learning and improving is not just executing marketing tasks better; they’re pushing the organization forward through every campaign and initiative. 

Like we shared already, this is a passion of ours and we’ve talked about it many times before! Check out Bonny’s very recent article on ‘Why your company’s growth is slow’ or Nora’s article on ‘4 essential for engaging your people’ for more.  

Process: Consistency and Accountability for Execution 

Great ideas are only as good as their execution. That’s where process comes in. Establishing clear, consistent internal processes ensures your marketing efforts stay on course. By defining roles, outlining a clear strategy, regularly revisiting the plan, and measuring outcomes, you create the foundation needed for sustainable growth. 

Growth thrives on consistency, and that requires transparent communication. Regular check-ins, clear status updates, and shared documentation not only promote accountability but also ensure that your marketing efforts are contributing to your broader business objectives. When everyone understands their role and how their contributions affect the bigger picture, your organization can grow in a focused, deliberate way. 

Dive deeper on perfecting process in Rosie’s article on the ‘6 ways to master process design’. 

Balancing All the Ps 

A successful marketing strategy is one that balances all the Ps. Though people and process may not always be the first things that come to mind in marketing, but they’re essential. By aligning talent with roles, fostering a culture of continuous learning, and building processes that promote accountability and consistency, you create the conditions for your team and organization to thrive.