Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters by Linda J. Popky

Author:Linda J. Popky
Language: eng
Format: mobi
ISBN: 9781629560380
Publisher: Bibliomotion, Inc.
Published: 2015-03-23T14:00:00+00:00

FIGURE 7-3: Dynamic Market Leverage Model—Operations

It’s sometimes hard to consider day-to-day operations and infrastructure as a strategic part of a marketing function, yet it is here that many well-intentioned efforts fall by the wayside. A successful organization will look at operations from a strategic perspective, deploying and using key analytic tools to track and evaluate marketing initiatives. An effective marketing team ensures that goals and objectives are supported by the correct key performance indicators and metrics, and that these metrics are tracked and reviewed regularly. Information on the effectiveness of marketing initiatives should be communicated on an ongoing basis through easy-to-comprehend dashboards.

Marketing automation is critical to today’s successful marketing organization. It’s important to have the right tools available to streamline management and delivery of campaigns and programs. According to Forrester Research, 61 percent of B2B marketing executives surveyed expected the ratio of money spent on technology versus marketing programs to increase in 2014.2

All marketing today is global, whether we want it to be or not. Processes should be in place to ensure that marketing initiatives are global in nature, with the ability to localize as appropriate within various territories or geographies.

Finally, high-achieving marketing organizations that stand out above the noise actively seek out and adopt best practices from other organizations. They choose those elements that will work for them and adapt them to the requirements of their particular business.

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