BrandMaker’s Pulse is a series of global research studies focused on issues and challenges effecting international marketing organizations. An important finding in our second in a series from this research study indicates marketing operations as a key area of investment for improving campaign management and workflow management in 2021. (more…)
One thing we can all be sure of going forward is that the enterprise will increasingly rely on marketing to accomplish two key goals: (more…)
BrandMaker’s Pulse is a series of global research studies focused on issues and challenges effecting international marketing organizations. A key finding of our latest 2021 study is the increasing importance of marketing operations, with 62% of CMO’s wanting their teams to spend more time on marketing operations, equaling the need for more time on marketing strategies (62%). (more…)
Enterprise marketing operations is currently running at a lower level of efficiency and effectiveness, and we’ve come to accept that as the norm. Our research over the last decade shows that global marketing departments spend 80% of their time and energy on just “making marketing happen”. This consumption of marketing’s time and energy leaves little room to actually show your marketing prowess. (more…)
Marketing operations maturity is the roadmap to capturing the potential for ops to dramatically increase efficiency and effectiveness. This maturity drives marketing agility by connecting and leveraging technology, automating workflows, increasing control, improving performance, and bringing real-time accountability to budget and planning. (more…)
Strategy, collaboration, innovation, creation. These are some of the reasons senior marketers we spoke to went into marketing in the first place. Many told us that they were out to change the world – to over-achieve, to engineer fantastic programs and make an indelible stamp on the profession. (more…)
The demands on content marketing are constantly increasing: more content, more personalized, available faster, via every channel – the trend is like a hockey stick! What’s not increasing are budgets, time, and resources. Yet everyone involved in content marketing knows that content creation is extremely time-consuming and costly and involves a lot of coordination and approval. What is needed are clear briefings, know-how, time, and resources. (more…)
There is constant budgetary, resource and turnaround pressure on enterprise marketers in the best of times. 2020 was not the best of times. Based on the results of the recent BrandMaker Pulse research, that pressure will increase in 2021.
BrandMaker Pulse is our series of global research studies into the key issues affecting international marketing organizations. In the latest study, which was focused on 2021 priorities, marketers told us that their key area of focus is increasing operational efficiency. (more…)
Mirko Holzer, CEO of BrandMaker began his recent Forbes article with a sobering observation, “One critical lesson we learned in 2020 is that it’s impossible to know what is coming next.”
Certainly, he’s right. We do not have a crystal ball, but we do have BrandMaker Pulse, our global qualitative study into the key issues affecting international marketing organizations. (more…)
Perhaps it’s fair to say that we are all evolving, pushed by the business realities of the pandemic into making changes that, at best, are educated guesses. Marketing operations is an area prime for evolution and circumstances. New technologies designed specifically for global marketing are making substantial improvements. (more…)