How do you improve operational effectiveness to deliver performance now, value always?
In current climate we are all being asked to do more with less. However as marketing leaders, we all know we have tools and processes that are either duplicating capabilities or underperforming.
It’s easy to think and act to deliver short-term; but we know that investing wisely now ensures we are stronger and can deliver faster when the world moves back into growth mode.
So how do we best focus investment now knowing it will deliver performance now and value always?
The answer is simple: work backwards. By identifying key marketing use cases, and map what data and insights we need to deliver these use cases, we can capture the right information and ensure it is usable by the right functional teams, in the right format.
Ask yourself the following questions:
- Are you capturing the right data to enable optimal audience selection and so deliver a personalised, relevant customer experience?
- Do you track implicit, explicit, and inferred interests of your customers, at every stage of their journey, and base future interactions on those insights?
- Can you qualify that interest, pass to sales teams at the right time and not lose visibility of marketing impact and influence through to revenue realisation?
- Do sales colleagues have visibility of marketing engagements and interactions to inform future 121 discussions?
- Can you report on, and analyse, marketing performance at campaign, channel and content level to be able to know with confidence, what return your investments are delivering?
And critically, can you do all this at an account as well as an individual level?
You may believe you know where your operational foundations can be improved. But when investment is tight, you need to be sure you prioritise where you can make the strongest, and evidenced, impact both short and long term.
It may seem illogical to start at the end and work backwards, but it works. We know because we have done it and have examples of it working. And not only does it improve performance, but it also improves productivity by automating the processes required to deliver the critical use cases.
Our approach results in practical and prioritised short-, medium- and longer-term actions that will improve operational effectiveness – both marketing performance and organisational productivity.
Drop us an email — we'd love to see how we could help.
