Reboot Your Marketing Planning And Turn Chaos Into Control


Working in marketing is the best job in the world… most of the time. It’s an incredibly versatile job, but things can become overwhelming quickly. With the right marketing planning tool, you can schedule, execute and report on marketing campaigns with ease.

It’s what marketers need to finally get out of reactive mode, to regain control of activities, and to make marketing the best job in the world all the time.

Marketers are inspired but overwhelmed

As a marketer you develop creative concepts, launch products, generate leads and help the company to prosper. With the growth of digital marketing, opportunities for all of these activities arise from all sides, on all platforms and on all devices.

For marketers, the future looks bright. Opportunities are yours for the taking. But right when you get the chance to make an exciting strategic contribution, daily reality kicks in. It’s back into firefighting mode again. And now that Digital Marketing is the new standard, the planning fire seems to be spreading even faster.

Digital marketing makes it possible to tweak messages to a deeper level of granularity, sending more specific messages to smaller customer segments, more often. But to make that happen, you first do need to realize better collaboration and transparency between teams. Experimenting with new engagement technologies only augments the chaos when they rely on outdated planning processes and tools.

To prove how much more demanding marketing has become, consider these stats.

Just 15 years ago, B2B enterprises with one billion Dollars in revenue spent around $40 million in marketing. On average, enterprises spent their budget on 7.8 agencies across 1,337 projects with a typical project duration of 8.1 weeks.

Today, the equivalent enterprise spends $44 million through 93 agencies across 8,756 projects with a typical project duration of 1.25 weeks. That means that today’s marketers are working with 12 times as many agencies, running 6 times as many projects in 15% of the time. That’s huge!

Unsurprisingly, the surge in volume has wreaked havoc on the vast majority of marketing teams. Marketing departments are understaffed and overloaded. Marketers say they struggle to get their work done in 40 hours a week. Just keeping up with daily activities is a challenge in itself, let alone exploiting the full potential of new digital marketing initiatives.

It’s time for marketers to take back control.

A frustrating present but an alluring future

The stress that eats marketers is caused by a combination of things. Think about:

  • Incompatible systems
  • Complicated activity planning
  • Inconsistent resource allocation
  • Inability to measure campaign effectiveness
  • Puzzling reporting
  • Missing strategic insights

To regain control of what’s going on, marketers need a way to master the planning, execution and reporting of campaigns. They need to monitor workflows across disciplines and countries, tracking only the most suitable KPIs. And while doing so, they need be able to know where budgets are spent 24/7.

It is indeed quite a leap forward from what is the current marketing reality for many companies. But with the right solution, that is possible.

What to expect from a marketing planning tool

Marketing planning solutions should enable efficient marketing management. It is the starting point for planning, budgeting and implementing marketing activities in every classic and digital channel.

Turning chaos into control starts with having one comprehensive marketing calendar. The level of detail should be adjustable to meet the needs of any user to keep planning information relevant and clear.

Maintaining “one version of the marketing planning truth” is not the same as the ongoing mass distribution of updated spreadsheet calendars. You can eliminate spreadsheet version management and accuracy nightmares by using a web-based planning solution that is accessible whenever you need it, wherever you are. It gives marketers a reliable overview of budgets, including the planned, actual, and remaining budgets.

Related information such as invoices and cost estimates should all be connected to the planning items. An automated import and export of financial data, from e.g. the ERP system, should significantly reduce the amount of manual data entry and the risk of human errors.

It’s what marketers need to flourish.

Let marketers be marketers again… not accountants

With the right marketing planning tool, you can go from chaos to order quickly. Marketers will finally have time to seize opportunities when they appear, to race towards the horizon in an organized way, and to make working in marketing the best job in the world all the time.

See how TMDfriction uses our Marketing Planner to operate their global campaigns.

Stephan Nobs By Stephan Nobs

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