As simple as it seems, streamlining processes is the first step to getting a marketing organization under control. Question everything. Reducing steps, clicks, and unused reports can provide a big payout in freed up resources.
Every marketing department relies on internal operations and their partners to shepherd campaigns from one end of the value chain to the other. To achieve strategic integrity, co-develop plans to ensure infrastructure and resources can execute.
The organization of your marketing technology tools is critical to long term success. According to Gartner, Martech has jumped to 29% of the CMO budget. With over 7,000 pieces of Martech and counting, a well-defined strategy will ensure that every piece is contributing to revenue generation.
Develop a martech strategy:
1. Define objectives and goals
2. Prioritize needs and objectives
3. Pick metrics that measure success
4. Catalogue existing and identify needed technology
5. Phase out inefficient solutions
6. Avoid shiny objects
7. Align executional abilities to marketing plan
8. Ensure that each solution has the budget, processes and resources
Identify your process bottlenecks. Identifying the flaws in your marketing processes is not an easy exercise and can only be accomplished by dedicating time and effort.
1. Map and analyze your processes
2. Identify the problems and their causes
3. Develop solutions
4. Have a change management plan
5. Implement and evaluate the improvement ideas
6. Have a plan B
Whether an organization has a B2B or B2C focus, it should align marketing, sales, and service around revenue. Key areas are:
1. Ownership along the customer journey
2. Revenue process
3. Integrated messaging strategy
4. Common goals and metrics
5. Customer prioritization
6. Campaign touch-point insight
7. Shared customer profile