Inbound marketing and closed loop marketing strategies have become the hot, new topic for many senior executives. Thanks to marketing technology and the creation of new business models, the world of digital marketing has given new meaning to the way we do business.

In many organizations, the marketing department is buying lots of new technologies – and they’re often coming faster than a team can learn and effectively implement them. Organizations that have embraced new marketing technology are often finding the efficiency isn’t being realized.

It’s not the tool’s fault. In most cases, it’s the lack of a better operating process within the marketing team itself.

Marketing process management hasn’t evolved to reflect the digital era.

Not all marketing is digital, but digital touches all marketing. Marketing is the last major business operation to have gone through a disruption in how it is managed.

Workflow automation, software integration, etc… are all part of the new marketing vocabulary – which simply cannot be wholly managed by the creative director any longer. It’s software now.

Better Marketing Process Brings More Efficiency

Progress in marketing technology is one of the many reasons why smart companies have finally embraced “business process re-engineering” (affectionately referred to as BPR).

The need to address the workflow of how a marketing department operates has become a major discussion with many CMOs. Marketing has changed. But in many organizations, how marketing conducts its day-to-day activities hasn’t changed at all.

In fact, in many organizations, how marketing is budgeted, planned, and managed hasn’t changed since the Golden Age of Television.

Re-designing the workflow to leverage the investment being made into marketing software tools has become essential to finding the return-on-investment promised by the technology platforms.

Marketing Analytics = Business Intelligence

If organizations desperately want to succeed, first they need information – truckloads of it. Second, they need to know how to turn that information to their advantage. The practice of business process re-engineering can refine a lot of that information into digestible parts.

Sufficiently armed with the right marketing funnels and analytics, the marketing department now has extremely valuable metrics to the rest of the operation. These metrics can drive strategic decision-making across an entire organization. And these metrics are generally “real-time”, based on reporting snapshots of marketing engagement across all paid, owned, and earned models.

In fact, reporting becomes the very reason to consider marketing process re-engineering in the marketing operation itself. Properly wired, business intelligence can give insights into the minds of the customer, and cascade downhill quickly into operations and value delivery.

Marketing Process Re-engineering

Instead of improving the current marketing process, the re-engineering concept says that because the technique is no longer viable, it has to be replaced, abandoned. There’s a need to establish a clean slate.

Marketing process re-engineering presupposes a series of stages:

  • Stage one involves a definition of the project – its rationale, objectives and scope.
  • Stage two covers the entire learning process… wherein we obtain as much information as we can about our employees, customers, suppliers and competitors – including non-competitors and align that new information with technology.
  • Armed with this knowledge, the next stage – Stage 3 – is to set up our mission.

Others call it a vision of the future. This requires a new marketing process. Once we’ve determined the desired outcome of this transition, we move on to the next stage which calls for a plan of action that allows us to measure the gap between our company’s present state and where we want it to go.

When we get to this stage, more solutions logically follow.

Smart marketing leaders are recognizing the need to re-think their entire marketing process. A strong, model-driven, marketing process re-engineering effort can make the difference in success or failure.

It simply comes down to the question:

Is your marketing process intentionally designed to align with the strategic goals and targets for your business? We can help you narrow the gap, contact me NOW!


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Michael Hiles

GenX writer, speaker, mentor, C-level digital, & tech business guy. Sold my first website project in 1994. The rest is history. Serial entrepreneur. I work with lots of startups as managing director of Founder Institute Cincinnati. Bourbon, coffee, Legos, things that explode. Husband & daddy.

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