Lauren Adamson

Get your mindset, skillset and toolset right

Building a new marketing ecosystem without derailing your business is by no means an overnight project. Because shifting a whole organisation to a new way of thinking takes time and energy, it can help if you split it into phases. Stage one is the ‘organisational phase’, where you identify any challenges and do the prep work needed to overcome them. In this first stage, you’re clarifying where you want to travel to and exactly how you’ll get there...

Initial considerations

  1. Review how things are currently run and measure what you currently have.

  2. Make sure your target audience is clearly defined: the who, what and where.

  3. Analyse which marketing groups are reaching which personas as well as how often; you might be surprised at the overlap.

  4. Look closely at where the marketing budget is being spent.

  5. Content is the fuel that drives any marketing engine, so examine what is being developed - as well as what is currently being utilised.

Once you have those data points, it’s time to focus on forming the ideal framework to support your campaigns. It can help if you split this into three key considerations: mindset, skillset and toolset.

First, the mindset of your associates. Do you know what you expect from them? More importantly, do they know what’s expected from them? Do you have the right people for each role? Are their remuneration and compensation packages structured correctly?

Define a set of job descriptions covering all of your marketing roles or your marketing operations activities, e.g. marketing technology, data and campaign operations, analytics and reporting. Key to this phase is the early formation of the marketing operations leadership team, ensuring you have strong associates in key positions and are empowering them to drive change. Make sure that any previously siloed marketing associates have new, functional roles and that they are inspired by your strategy, understanding what it means for both them and the company.

Next, turn your attention to the skillset of your associates. You all need to be on the same page; marketing must be aligned with sales to understand what constitutes a lead. You need a common vocabulary in order to establish a new culture and improve team development. Your sales and marketing teams should be working together to provide solutions and insights rather than product-based marketing, so look into using a relative targeting model to segment your market and move to a best practice model, based on vertical markets and buyer personas.

Lastly, get your toolset right. Are you investing enough in digital, content and sales enablement? Don’t under-invest in technology as your marketing associates need to use this to perform their duties at scale. If you’re to operate a successful campaign framework, you must take full advantage of the assistance of tools and technology, which becomes an enabler. Compare your budget to industry benchmarks and realign accordingly to drive demand generation. Implementing change doesn’t necessarily mean you need additional budget, just make sure you’re making best use of the resources you already have. However, you may need to invest slightly more than the industry benchmark in some areas, to make up for a lack of investment in previous years.

Next steps

Once this has been laid out and you have established your hypothesis, you can begin to standardise your operations, where you may find processes need to be adjusted. You will now be empowered to provide solutions to the challenges, taking your marketing metamorphosis to the next level.

Check out our new eBook ‘Building your modern marketing house’, providing you with an in-depth look at building a marketing operation that’s solid enough to withstand the modern market.

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