SMART MARKETING
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With straightforward projects involving a small team, a basic action plan will capture who is responsible for completing each task, and by when. With complicated projects involving multiple parties, the 'RACI’ framework may be needed. It defines not only who is responsible for completing each element of a project, but also who’s ultimately accountable for each task, and who needs to be consulted and informed as the work progresses.

RESPONSIBLE
This means the person or people expected to perform all or part of the task.
 
ACCOUNTABLE
Being accountable for a task means that you take responsibility for the outcome, even if you have no hands-on involvement. Team leaders are accountable for the outcomes of all tasks performed by their team. US President Henry Truman had a sign on his desk saying, ‘The Buck Stops Here,’ to show that he, as chief executive, felt accountable for all policies put in place during his term in office.
 
CONSULTED
This includes people or teams that should be asked for advice and input on how a task should be completed. Consultation usually capitalizes on expertise from outside the team, but is also a good way of building awareness and acceptance of the project.
 
INFORMED
This specifies the people who need to be kept informed of decisions that might affect them, even if they aren’t directly involved in decision-making.
 
RACIs are normally captured in a grid format - see RACI Grid Example.
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  • Home
  • Books
  • Illustrations
    • Marketing
    • Brand Development
    • Brand Experience
    • Innovation
    • Communications Strategy
    • Media Roles And Characteristics
    • Creative Content
    • Pricing & Sales Promotion
    • Measurement
    • Data and Analysis
    • Brand Review & Planning
    • Brand Extension
    • Mental Processes
    • Business >
      • How Creativity Delivers Competitive Advantage
    • Business Story Telling
    • Case Examples
    • Wellbeing
    • People Skills
    • Life Hacks
  • Articles
  • Media
  • Services
    • Consultancy
    • Speaking Engagements
    • Training for B2B Professionals
    • Market Research Training
    • Visualisations
  • Contact