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The New Marketing Agility: As-a-Service Marketing

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As-a-Service Marketing that’s always ready to deliver. Just when you need it. And just-in-time.

Pair just-in-time marketing with as-a-Service to plan, react and mobilize faster to customer needs. Read Accenture’s report on marketing agility, deployed. https://www.accenture.com/us-en/insight-just-in-time-marketing-as-a-service

Published in: Business

The New Marketing Agility: As-a-Service Marketing

  1. 1. AS-A-SERVICE MARKETING THAT’S ALWAYS READY TO DELIVER. JUST WHEN YOU NEED IT. AND JUST-IN-TIME.
  2. 2. 2 AGILITY. DEPLOYED JUST-IN-TIME (JIT) MARKETING DELIVERED AS-A-SERVICE (AAS) WHAT HAPPENS WHEN MARKETING NEEDS TO REACT QUICKLY TO AN OPPORTUNITY? Too often, by the time resources are mobilized, the opportunity has passed. HOW DOES THE AS-A-SERVICE DELIVERY MODEL DIFFER? With aaS, you can tap into experienced marketing capabilities immediately, enabling the marketing organization to focus on the business objective, not the execution.
  3. 3. 3 AGILITY. DEPLOYED HOW JUST-IN-TIME MARKETING AND AS-A-SERVICE WORK IN COMBINATION With JIT marketing, key capabilities are embedded into the business enabling greater agility in deployment. With aaS, companies gain the agility to quickly identify and react to opportunities and market conditions. By working with an experienced aaS provider, you get exactly what you need, when you need it, and only pay for what you use.
  4. 4. 4 AGILITY. DEPLOYED THE VALUE LEVERS OF AS-A-SERVICE 1. PLUG IN Accessing services quickly—in days or weeks rather than months. Modular design means companies can mobilize and then demobilize rapidly when necessary. 4. CONSUMPTION BASED Paying only for what is used rather than committing to services or functionality that may not be needed. 7. INNOVATION ENABLED Committing to on-going innovations in business processes, infrastructure and applications. 2. SCALABLE Ramping up and down to match actual business volume needs, supporting overall agility. 5. OUTCOME ORIENTED Working as part of a relationship where both the buyer and provider are committed to specified business outcomes. 8. FUTURE PROTECTED Shielding the buyer from the potential disruption of upgrades and future change. Services are always up to date, and buyers have continuous access to innovation, scale and in-depth expertise. 3. STANDARDIZED Moving to a shared services model to standardize and scale processes and delivery. Repeatability is achieved with a multi-client and multi-tenant model. 6. VENDOR AGNOSTIC Providing deep knowledge and experience across multiple provider offerings in order to assemble just the combination of solutions appropriate to the business and performance outcomes desired.
  5. 5. TRADITIONAL MARKETING VS. AS-A-SERVICE 5 AGILITY. DEPLOYED WITH TRADITIONAL MARKETING… IN AN AS-A-SERVICE ENVIRONMENT… Data and insights are aggregated and collected as a post-mortem review. Data and insights are generated continuously in real time, allowing for business agility through in-flight adjustments. Teams collecting insights are centralized. Insight teams are embedded alongside the business. Efforts are planned well in advance based on expected market conditions. A core foundation of marketing is planned, but some funds and teams are held back for real-time deployment as opportunities emerge. Marketing efforts are orchestrated across a series of vendors, with the central marketing team acting as the point of aggregation. Marketing is deployed aaS, where the core team determines the desired outcome, and the aaS provider handles all the execution work. Marketing efforts are stockpiled but often wasted given the build-up of inventory before demand is known. Marketing is produced just in time, when demand is identified, and deployed as-a-Service to maximize the effort focused on outcomes.
  6. 6. 6 AGILITY. DEPLOYED MEASURABLE RESULTS FROM AN AS-A-SERVICE APPROACH TO JUST-IN-TIME MARKETING In the company’s largest market, we brought the analytics lead and execution teams to the same table—literally. This led to better insights that could be acted on in the very next campaign cycle. We aligned the content and campaign teams as a single unit in one market so that interaction time across towers could be collapsed, allowing for more flexibility. Our teams continually evaluated ways to avoid waste and re-channel resources. Accenture built an end-to-end as-a-Service solution for a major manufacturer of high end consumer goods, that enabled us to deploy several just-in-time marketing concepts.
  7. 7. increase in sales decrease in cost per unit sold 20% productivity savings in key areas in just six months15% 10% 7 AGILITY. DEPLOYED AND THE RESULTS?
  8. 8. 8 AGILITY. DEPLOYED HOW TO WORK WITH AN AS-A-SERVICE PROVIDER Focus on business outcomes Let the provider propose the specific offerings and capabilities that can achieve your business outcomes. Anticipate market conditions Find a provider that takes business agility seriously by taking the time to explain the conditions in the marketplace that may affect the expansion or contraction of required services. Look for advanced capabilities Demand sensing, demand capture and analytics are key capabilities. The right provider should also have specific experience and knowledge in your industry. Create a partnership model Inform the provider of any challenges and obstacles you have encountered in the business so that they can anticipate issues and plot a course around them.
  9. 9. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. 16-3999 RELATED READING Building the Just-in-Time Marketing Organization Just-in-Time Marketing: Lessons from the masters JOIN THE CONVERSATION To learn more about Accenture Operations visit www.accenture.com/operations @AccentureOps on Twitter Accenture Operations on LinkedIn CONTACT Mark Hosbein Global Offering Lead, Marketing BPS mark.hosbein@accenture.com Joshua Bellin Research Fellow joshua.b.bellin@accenture.com ABOUT ACCENTURE Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions—underpinned by the world’s largest delivery network—Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With approximately 394,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com.

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