CULTURE SHIFT:5 STEPS TO BRIDGE THE GAP BETWEEN MARKETING AND IT

Marketing Operations must bridge the gap between IT and Marketing in order to drive growth across your business - however for

this to take place organisational culture change must occur.

LEFT AND RIGHT, MEET IN THE MIDDLE1

Marketing Operations change how companies operate, so buy-in at the top from the CMO is essential.

Marketing and IT are often seen as opposing departments, one typically being more creatively driven, while the other is driven by the need to be more logical and analytical.

Where the two intersect lies Marketing Operations – a team that combines IT skills and data analysis with creativity and imagination.

NO MORE SILOS2

Marketing Operations requires organisational culture change.

IT controls the systems and data, Marketing is responsible for customer engagement.

But silo mentality needs to be broken down.

The team must not represent IT or Marketing, but Marketing Operations.

FOCUS ON THE CUSTOMER, NOT THE TEAM3

Early wins are essential to bed in a new team.

A good place to start is mapping out customer journeys offline and online and to understand your typical customers - persona generation.

What are the crucial customer touch points, where are the key conversion points?

Marketing Operations can devise innovative multi-channel campaigns to reach prospects with messaging that alters at different stages of the process.

Technology can be deployed to measure success there and then, not in a quarterly backwards looking Excel sheet.

COMPLETE THE CULTURE SHIFT, INVOLVE SALES4

With these early ‘wins’ in place, the organisational culture change can’t stop there.

Marketing Operations must liaise with Sales to identify early on what future customers look like and how they can be best targeted. A virtuous loop is created.

Marketing Operations needs to work with fulfilment and customer care teams to ensure the customer experience is optimised.

THE REWARD?5

When an organisational culture change enabling Marketing Operations is done well, McKinsey estimates it provides a 15% to 25% improvement in marketing effectiveness, as measured by return on investment and customer-engagement metrics.

TAKEAWAYSMarketing Operations can improve marketing effectiveness but it requires cultural change.

You need to incorporate all teams into the cultural change and ensure that everyone benefits from it.

The customer should still be at the centre of your change approach and Marketing Operations should create a multi-channel campaigns to reach them.

Marketing Operations is critical to prove the value and contribution sales, marketing and IT make to the business and is essential to improve efficiency.

TRANSFORMSTRATEGISE EXECUTE

SUCCESSFUL EXECUTION OF YOUR MARKETING OPERATIONS STRATEGYTHROUGH CROSS ENTERPRISE COLLABORATION

SUCCESSFUL EXECUTION OF YOUR MARKETING OPS STRATEGY THROUGH CROSS ENTERPRISE COLLABORATION

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