When you want a new car, building one from scratch doesn’t figure high on the list of options. You would have to be a serious expert mechanic to source all the different parts and to put them together correctly, and even then, it will take enormous investment of time and energy.
That’s beneficial the framework that |Marketing departments around the world have found themselves in. Modern Marketers are living in an ever more complex environment, with more resources, more content, more touch points, and more tools than ever before. By saying that, marketing leaders are under more pressure than ever before to drive real results and demonstrate their impact on the business.
The relation of most marketing departments over time has been to reach for a grab bag of different suspension to address individual pain points. They might buy some analytical tools to get better reports, or workflow tools to tackle inefficient processes or institute quarterly off-site meetings to plot campaign strategy. They get to choose between around 8,000 different marketing technology tools on the market.
The problem is that these solutions only address parts of the marketing challenge, not the whole. Analytical tools are no use without data to build the reports, those productivity tools and offsite meetings will be ineffective without a system that monitors the progress of campaigns and creates accountability around them.
The two major pain points that top marketing executives consistently cite are a lack of visibility into campaign effectiveness, and the lengthy time it takes to get campaigns up and running.
Visibility is obscured by the multiple functions – more than 20 in big marketing departments – they are specialized in the different parts of the marketing puzzle. Speed to market is slowed by inefficient workflows and processes, leading to an average time of 12 weeks from campaign ideation to activation, according to a recent Sirkin research report that we commissioned. Too many marketers still spend the volume of their time writing emails, putting together power points, and having meetings on top of meetings rather than doing the actual work of marketing.
Go ahead and ask marketers at Big firms about their pain points, the opening between the dream and reality becomes bluntly clear. In recent studies we have found that 88% of respondents said they easily consolidate and reporting on campaign effectiveness is important, but only 24% said they are to do so well or very well.
Again , 88% of the leaders said that speeding up campaigns across channels is important, while just 37% said they have been able to do so well, with the COVID pandemic adding outstandingly to the challenge. There is big gaps between importance and reality also showed up in the interoperability of martech, this is a relieve of managing content and campaigns, and line up strategy to budgeting and plans, as well, according to the research.
While there are individual tolls that might help fix those issues, the problems won’t be fundamentally solved without an orchestrated approach. In today’s marketing world, where technology is driving the collapse and convergence of traditional silos, firms need a holistic, orchestrated approach to execute more efficiently and drive results.
To return to the car analogy, your vehicle won’t get very far unless the wheels, engine, steering wheel, and brakes are working in harmony.
The experience of the most successful marketing leaders, it’s possible to identify the five necessary pillars of an orchestrated approach.
It’s very important to have a team that works well together, clear workflows and visibility into what is being done. It’s of utmost importance to know what’s on track, what’s behind schedule and where the hold-ups are.
The importance and quantity of content mean that it is still king in marketing, whether it’s aimed at enabling sales or for demand generation programs. Cooperation needs to happen around content as well as in teams. Administration of the workflows in order to keep content flowing, content has no value unless it’s being pushed somewhere, whether that is through websites, social media channels, or to your sales team. Changeover seamlessly from the orchestration of content to the orchestration of channel distribution is a critical component of marketing orchestration.
Good integration at the planning, team, and campaign execution levels is essential to a successful orchestrated approach. This encloses proper integration of the crowded marketing technology stack, which can cause kinks in execution when poorly integrated.
If content is King, then data is now the queen of marketing. Good data is crucial across all the pillars of orchestration to acquire visibility into how campaigns, content, and teams are working.
If any of these elements break down, the whole marketing effectiveness is going to be hobbled. If they are all performing well and being orchestrated effectively it empowers marketing teams to close those huge gaps between priorities and reality that show up in surveys. Marketing leaders also get what they want – to do there planning on the front end,to steer accordingly as things change, and report back effectively on the back end.
Technology may be the biggest facilitator of this change, but it doesn’t describe the proposal
The proposal is orchestration, and it’s the only real way for modern marketing teams to navigate the growing complexity they face and to drive better.
After reading this do you think your Business needs this, if you think so we can help you achieve it.