Improving Operations to Optimize Customer Experience

Improving Operations to Optimize CX

Marketing operations as a concept is not new, but the technology encompassing marketing operations today has changed significantly. Companies can no longer depend on the efforts of individuals within their organization to do the impossible every day, assume the risks involved, and at the same time, hope to remain competitive and relevant.

The advancement of technology, increased management demands for growth, and the fact that marketers are being asked to do more with less (less budget and less resources) has brought marketing operations to a tipping point. It is no longer feasible to manage data and digital communications manually.

To illustrate this point, a recent BrandMaker survey of enterprise marketing executives showed that an amazing 99% of these leaders want to see their marketing operations improve. I think you can easily replace “want” with “need” in this outcome, as I believe marketers are definitely feeling the pressure.

The End Game: Improved Customer Experience

One of the key triggers for growth and increased ROI in the current environment is all about maximizing the customer experience. I would suggest that this starts with the alignment of marketing strategy with the customer experience. The closer the experience is to the strategy the greater the performance and the contribution. The bridge that is needed to achieve this goal is marketing operations.

We need to think of marketing operations as the central nervous system of today’s marketing function. It is the process of campaign planning and execution, of managing budgets, workflows and resources. As such it is the foundation of how marketing delivers positive brand experiences to customers. Optimizing marketing operations provides the means to:

  • Inform leadership about activities and results in each country or business unit and facilitate communications across the organization;
  • Coordinate the creation, customization, and distribution of content globally;
  • Optimize the contribution of each unit or member of the enterprise;
  • Monitor how budget is being used and allocated globally in real-time to allow for adjustments and reallocation to maximize results and ultimately optimize the customer experience;
  • Connect marketing with other functional systems such as sales and finance.

As a reality check on the need for enhanced alignment between marketing strategy and customer experience, Accenture issued a report that offered a significant and alarming statistic:

80% of brands claim to deliver a great (customer) experience, while only 8% of customers agree.

By this statistic, the opportunity gap is significant and the need for improvement is clear.

Thinking Bigger About Marketing Operations is the Bridge to Improved CX

According to Forrester, the investment in MRM (marketing resource management) systems enables ops to better connect strategy and customer experience through improved management of core marketing disciplines:

  • Money: Better visibility into current levels of spend and remaining budget for future campaigns;
  • People: Better coordination across teams with less duplication of effort;
  • Content: Faster speed-to-market with lower creative costs and more efficient and effective production;
  • Brand: Compliance with brand guidelines as well as legal approvals and industry-specific regulations.

Starting the Journey

Getting from where you are today to where you need to be is not an overnight fix, but rather a journey. All orgainizations who begin this process share the recognition of three core needs:

  1. To refocus and reimagine how work should be done.
  2. To revolutionize and digitize end-to-end marketing process and departments to deliver consistent, relevant, personalized experiences.
  3. To overcome operational silos by driving a culture of collaboration.

We’ve also found that many organizations who start this journey do so with a focus on one of three functional areas. These are:

Marketing and Campaign Planning

  • Plan, organize and communicate campaigns and marketing projects;
  • Collaborate globally and review activities;
  • Get real-time reports on campaign performance and enable consistent KPI-based performance monitoring using system-wide, uniform data.

Finance and Budget Management

  • Plan, allocate, measure, and report on (ROI) top-level global budgets aligned on major strategic objectives;
  • Manage and refine budgets bottom-up from the planned marketing activity level in real time.

Workflow and Resource Management

  • Plan and organize projects, work, and resources to align with strategy;
  • Establish priorities and deadlines, and automate repetitive tasks;
  • Streamline collaboration and allocate resources based on capacity.

To meet or exceed management’s demands amid an ever-changing marketplace requires agility, scalability, and efficiency. Once enacted, marketing operations will become a powerful competitive differentiator and driver of success. Your marketing strategy may be brilliant, but it’s the execution that will maximize your customer experience.

Let us be a guide in your journey.
Let’s talk about your unique situation, your specific challenges, and your goals for growth. Let us show you how BrandMaker, and only BrandMaker, can unleash your marketing superpowers!

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