Prioritising in Planning

by smartamarketing

Dr. Brian Monger

Prioritising skills are the ability to see which tasks are more important at any moment and to give those tasks more attention, energy, and time. The focus is on what is important at the expense of lower value activities.

Prioritising is about making choices and decisions of what to do first. To prioritise effectively there is a need to recognise what is important, as well as to see the difference between urgent and important.

An organisation’s implementation capabilities may be:

  • time specific: it may gain or lose the competencies needed for execution over time, so implementation capabilities change;
  • culture specific: no two organisations using similar marketing strategies are going to implement them the same way – because they are culturally different;
  • partially capable: an organisation may be well equipped to undertake certain functions needed for effective implementation, but not all the necessary functions;
  • latent: an organisation may have the technical and human resources required but not the ability to use those resources through lack of experience;
  • internally inconsistent: some parts of an organisation may be better equipped to execute a strategy than others;
  • person specific: implementation capabilities may rely on specific managers.
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