Marketing transformation approach integrates people, processes, and technology to create an enterprise-wide “marketing machine.” In order to stay competitive in today’s evolving markets, marketing strategies must review the blueprint of key operational processes to create approaches/frameworks for a global rollout of a true marketing transformation.
Marketing Model Definition — Key Questions to Consider
Many B2B organizations are struggling to define their approach to a marketing transformation. They’re grappling with key questions related to their marketing value proposition – which ultimately defines their points of differentiation in the marketplace.
- How do we target the right customers in the right places?
- How do we find the right technology to streamline our processes?
- How should we integrate all facets of the business into the marketing stack?
Capgemini says that organizations are investing more money into marketing than at any time in history. We would suggest that throwing dollars at the marketing effort without first engaging in a market transformation is actually just throwing dollars down the drain.
Marketing Transformation Approach
Marketing transformation is a process for optimizing your marketing and advertising – digital or traditional – efforts with the goal of establishing the broadest and most effective reach.
Marketing transformation is a process for optimizing your marketing and advertising – digital or traditional – efforts with the goal of establishing the broadest and most effective reach. It includes an evaluation of your most basic processes encompassing the people, processes, and technology in an enterprise. Aligning departments by eliminating silos, and honing the marketing message and advertising mix, will help your organization achieve a competitive advantage.
Consider some of these steps as part of your transition:
- Give your marketing department an overhaul with a Marketing Model Definition process. While the accepted definition of this term generally has more to do with the venues and ways you market, it could also encompass who does the work. As part of your marketing transformation, you must look at the accepted ways of doing business – and disrupt it in new, creative ways. This means reviewing departmental goals within the context of existing job descriptions.
- As part of the Marketing Model Definition, your team should create a Blueprint of Key Operational Processes. Create this blueprint in your marketing department, but then extend it outward to the rest of the company. Look for touch points to eliminate silos while integrating marketing into every facet of the business.
- Define a clear Vendor Selection process for new technology. As your organization begins phasing out past legacy systems with more efficient cloud-based SaaS services, consider how your data migration will occur. Will it be a global rollout or a go-live spot test by location or market?
- Create Customer Experience Frameworks that are personalized and consistent across all targeted digital and non-digital delivery mechanisms.
- Evaluate the data by analyzing key metrics in the traditional channels you’ve leveraged. Then use the latest technology to create processes that allow you to regularly monitor the data and respond. Build in some flexibility so that you can integrate new marketing strategies in order to respond to real-time trends.
These are just a few of the most important steps most organizations adopt during their process of marketing transformation.