Shifting your marketing culture for efficient global strategy execution

1. MARKETING
CULTURE FOR
EFFICIENT GLOBAL
STRATEGY
EXECUTION
FOUR BIG SHIFTS
The changes in Marketing culture are turning an
arcane art into more of a science.
WHEN HORSES
GAVE WAY TO CARS,
AND WHEN BROAD-BRUSH,
MASS-MARKET, ADVERTISING
GAVE WAY TO MARKETING
OPERATIONS...
TODAY’S MARKETING DIRECTOR
IS A CEO-IN-WAITING…
THE MORE CUSTOMER
RELATIONSHIP
MANAGEMENT YOU DO, THE
MORE INSIGHTS YOU HAVE.
YOUR WEBSITE, EMAIL
CAMPAIGN AND CRM
SYSTEM ARE NOT PART
OF IT.
A LARGE PERCENT OF
MARKETERS ARE DOING IT.
ONLY A SMALL PERCENT
ARE DOING IT WELL.
MARKETING CULTURE TODAY IS MORE
ACCOUNTABLE THAN EVER.
TODAY’S CAMPAIGNS ARE DRIVEN BY METRICS AS
WELL AS PRODUCERS OF THEM.
MARKETING CULTURE IS MERGING SALES,
MARKETING AND IT ROLES - IN A GOOD WAY.
ONLY A FRACTION OF COMPANIES USE
MARKETING OPERATIONS SUCCESSFULLY.
YET THAT FRACTION ARE
MOVING AHEAD OF THE PACK.
WITH SUCCESSFUL
MARKETING OPERATIONS
COMES AN EFFECTIVE
MARKETING CULTURE
TAKEAWAYS
THE MOST EFFECTIVE
CAMPAIGNS ARE DRIVEN BY
CUSTOMER KNOWLEDGE.
MARKETING AND IT
ROLES ARE MERGING IN
MARKETING OPERATIONS.
...AND NEEDS TO THINK BOTTOM
LINE MORE THAN TAGLINE.
84%OF TOP PERFORMING
COMPANIES ARE USING,
OR PLAN TO START
USING, MARKETING
AUTOMATION.
BUSINESS2COMMUNITY
76%OF MARKETERS SAY
THAT ANALYSING
PERFORMANCE DATA
HAS MADE EITHER
“MORE” OR “MUCH
MORE” OF AN IMPACT
ON THEIR DECISION
MAKING.
CHIEFMARTEC
69%OF MARKETING
OPERATIONS USERS
REPORTED AN
INCREASE IN TOTAL
MARKETING REVENUE
CONTRIBUTION.
PEDOWITZ GROUP
ONLY ABOUT
5%OF MARKETERS USE
A FULL-FEATURED
MARKETING
AUTOMATION
SOLUTION.
HUBSPOT
WHEN SHOVELS
GAVE WAY
TO SHIPPING
CONTAINERS,
THE STRUCTURE OF
THE BLACKSMITH
BUSINESS CHANGED.
...THE STRUCTURE
OF MARKETING
CHANGED.
THE STRUCTURE
OF THE PORT
BUSINESS
CHANGED.
Because CULTURE is driven by STRUCTURE and in the
last decade, Marketing has changed STRUCTURALLY.
WHY IS MARKETING
CULTURE CHANGING?
WHY DOES IT HAVE TO?
SHIFT #1
A GLOBAL ECONOMY,
CUT-THROAT COMPETITION,
AND CONSTANT INNOVATION IS DRIVING
GREATER ACCOUNTABILITY.
SHIFT #2
BEFORE, YOU CREATED A CAMPAIGN
THEN LOOKED AT ITS METRICS.
TODAY, YOU LOOK AT METRICS THEN USE
THEM TO BUILD THE CAMPAIGN.
SHIFT #3
YESTERDAY’S MARKETING
HAD NO TECH.
TODAY’S MARKETER NEEDS
TO KNOW TECH.
SHIFT #4
MARKETING OPERATIONS IS MOVING
AWAY FROM TENTATIVE EXPLORATION,
TOWARDS EFFECTIVE EXECUTION.
SHIFTING YOUR
TRANSFORMSTRATEGISE EXECUTE
A GUIDE TO
SUCCESSFUL
DEMAND
GENERATION
LED MARKETING
EXECUTION
WWW.CRMTECHNOLOGIES.COM
Discover how to get the most out a
shift in Marketing culture, download:
A GUIDE TO
SUCCESSFUL DEMAND
GEN LED MARKETING
EXECUTION
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