What strategies does today’s marketer need to succeed?
Alignment is the key for the modern day marketer
There are lots of published martech strategies and frameworks that provide a wide range of platforms, processes and resources, but how many of these will bring value to your business in the short, medium and long term if they’re not aligned? Not many.
What might work for one business won’t necessarily work for yours, so tying your strategies together and aligning them to your core business activities and objectives is fundamental to success. Where many marketeers fall down, in particular, is in trying to implement their ‘go to market’ strategy (GTM) separately from their marketing operations strategy.
Yet one cannot succeed without the other, which presents a quandary.
Take a marketing operations strategy. This should be at the hub of the company. It forms the foundation to planning and executing the marketing plan to grow the business, integrating marketing processes and workflows. It’s the framework supporting all marketing strategy and tactics – from planning and budgeting, through to marketing content management, asset creation and global marketing campaign execution and analysis. All these necessary processes are built into software tools from Marketing Automation to Business Intelligence Software. Marketing operations strategy; it is the complete modern day end-to-end marketing optimisation, creating real alignment and order within a company.
Having clarity on where you see growth coupled with your go-to-market plan and your audience, will enable savvy marketers to thrive in an uncertain climate.
Then there’s the point around data – without it your marketing strategies become unreliable theories rather than robust deliverable plans based on fact.
A constant challenge for CMOs is to have to understand both brand and operations to ensure they can be tied together. But good marketing operations and strategies give companies a competitive advantage if they can make decisions based on accurate and clean historical data – where people, processes, metrics and goals are brought into alignment. This is especially so as marketers are being held increasingly accountable for bottom of funnel metrics, such as opportunities sourced or revenue generated that are harder to track than visits, impressions or leads.
Ultimately a successful martech strategy should enable you to understand what activities drive successful marketing and sales outcomes, and provide you with insights that allow you to continuously improve these.
Then, put the customer in the middle with customer journey maps, and prospect and customer engagement frameworks, and you can start to streamline technologies and processes.
Combining all these principles will form the basis of an effective marketing strategy for the modern day marketer that will deliver true ROI.