Insights

The Frustration of Disconnection: Bridging the Outcomes Gap

Senior marketing leaders and their teams shoulder the responsibility of overseeing marketing efforts that need to completely align with business goals, drive growth, and most crucially generate tangible, actionable outcomes.

Time is sunk into meticulously planning and executing a marketing campaign, only to find it difficult (and in some cases, impossible) to correlate your efforts with actual business performance. You know the strategy is sound, the execution is flawless, but the metrics don’t tell the complete story.

And the issue isn’t an isolated one. In 2024, a staggering 87% of marketers reported that the issue of directly aligning marketing activities with business outcomes was their major challenge.

That disconnect fundamentally hinders informed decision-making and the ability to make the strategic adjustments necessary for marketers to produce the tangible, actionable outcomes and the returns on investment that their businesses demand.

Making Marketing Count

We are marketers who understand technology and technologists who understand marketing.

With a combination of refined skillsets that bring together years of marketing experience with deep technological capabilities, we deliver elegant solutions that make the complex simple, drive growth, improve marketing operations and ultimately connect the disconnected.

  • Data Processing and Governance
    Data is the lifeblood of any marketing operation; both the quality and the quantity of your data will dictate the level of performance of every function and every team.

    Certified to ISO 27001 Information Security Management standards and working collaboratively across all customer facing teams, we identify what data, technology, and processes are needed to target and engage with your priority audiences at every stage of their journey with you. Capturing data at critical points, processing it accurately, and making it accessible, both at an individual and account level, to create a direct line of sight between your marketing inputs and your actual business outcomes.
  • Technology Integration and Optimisation
    One of the major hurdles marketing teams face is the lack of integration among disparate technologies, often compounded by different ownership states across departments.

    Our technologists help create order by defining the role of core technologies, mapped to business requirements and integrated into a cohesive ecosystem, ensuring your teams are aware of what is available, why and how best to use it.
  • Team Enablement
    The effectiveness and connectedness of top-tier technology depends on the skilfulness of the teams using it. We blend marketing expertise with technological prowess to help teams adopt new processes and techniques, improving upon the foundations that deliver the best results.

    Our approach begins with designing and delivering structured learning around marketing systems and processes, empowering teams to fully utilise the tools and technologies at their disposal. We conduct topic-led clinics that address specific challenges and opportunities, whilst managing and governing platforms across different internal functions to ensure complete integration and alignment.
  • Customer Engagement
    Effective customer engagement relies on delivering the right content to the right people at the right time. Our marketing consultants collaborate with you to map requirements to your customer's journey, whether they’re new prospects or existing customers. 

    We design lifecycle engagement frameworks tailored to both prospects and customers, develop testing strategies for continuous campaign performance improvement, harmonise different channels, all aligned with the customer journey, and create programmes that guide individuals through relationship stages from interest to advocacy. 
  • Advanced Automation
    Automation enhances processes, making them more efficient and scalable, and leveraging advanced automation techniques is at the core of our methodology.

    By automating workflows like customer segmentation, lead scoring and nurturing with comprehensive marketing and CRM automation, we’re able to provide marketing teams with real-time insights and the ability to act swiftly on data-driven decisions, accelerating the journey from prospect interest to sales engagement.

Delivering Speed to Value

Marketing can only be recognised as a driver of business growth if it can be directly tied to performance and contribution.

By focusing on the reporting that matters most to your success - at a KPI, analysis and operational level - we’re able to provide solutions that not only identify the opportunities for quick wins but also support and nurture your long-term strategic initiatives.

The Right Marketing Dimensions and Parameters: We determine the essential metrics and dimensions that drive actionable insights and reporting, ensuring that you’re focused on the data with the greatest impact.

Defined Reporting Requirements:
We clarify the type, purpose, and inclusions of each report, tailoring our solutions to meet your specific business needs and objectives.

Reports and Dashboards: With expertise that spans MAP, CRM, and BI tools and systems, we create intuitive, insightful dashboards and reports that provide a clear and direct view on marketing performance.

Guidance for Interpretation and Action: We provide comprehensive guidance to ensure that reports are not just viewed but interpreted correctly and acted upon in the ways that matter most.

Building Better Alignment

Our goal is to leave the businesses we work with in a better position than when we started; not just problem solving but making real and lasting enhancements to your overall marketing function.

In all of our engagements, we strive to build lasting relationships and are proud to be trusted by some of the world’s largest global businesses.

We’d love to know how we can help you connect your disconnected marketing efforts and drive real ROI – please get in touch with our Sales Director Mike Brothers to discuss how.