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Do You Approach Digital Marketing Like Team Sky?

Written by Alun John

Alun founded Marketing Tom and delivers some of its courses.

February 6, 2013

On the CAM Diploma in Digital Marketing that we offer, there is a module called Digital Marketing Planning. The assessment for the module requires students to complete 3 tasks: an audit of an organisation of their choice, a plan and an evaluation of the digital planning process. Typically, in the reports students will conduct a SWOT, PEST, competitor analysis, market analysis and much more. It wouldn’t be unfair to say that many people tend to stick within their comofrt zones: their companies, known competitors and the industry. However, sometimes people reach outside of their comfort zones and explore what is happening in other industries and countries and, providng the scenario is relevant, they obtain better marks.

The other day I was reading an article in the Telegraph which talked about how Dave Brailsford, the Head Coach of Team Sky was focused on making the cycling team like Barcelona or McClaren as the most admired team in the world. What struck me as particularly intesresting was that some of the people who are charged with making this dream a reality, are actually from outside the cycling fraternity. People like Tim Kerrison, the head of performance science (now that’s an inetresting title/role), who worked with British swimming for 4 years and Australian swimming prior to that and who also and who is a rower himself.

According to the Telegraph Braislford works with many people outside his sport and:

Among this “brains trust” are England rugby coach Stuart Lancaster; former Spurs director of football and ex-Liverpool strategist Damien Comolli; Chelsea performance director Mike Forde and Geoff McGrath, the man behind McLaren’s F1 technology drive

So, bringing this back to Digital Marketing, it shows the importance of moving your radar outside of your comfort zone. There are many things that we can learn – strategies, tactical approaches, ways of measuring, control elements and more – from other people outside our ‘little world’. Like Dave Brailsford you may find that it pays HUGE dividends to work and learn from people from other spheres.


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