We Are All Marketers Now (Part Two)

Our continued thoughts on the great article from McKinsey that notes the importance of data driven marketing.

Extracting Meaningful Intelligence

Marketers today not only need to be able to plan for effective sales and marketing channel data integration, they also need a strategy in place to extract intelligence out of all this data they are now collecting and integrating.In the trenches, this change suggests a shift toward sophisticated data analytics.  “Generating rich customer insights, always central to effective marketing efforts, is more challenging and important in today’s environment. Companies must listen constantly to consumers across all touch points, analyze and deduce patterns from their behavior, and respond quickly to signs of changing needs,” states the article.   Duncan Watts of Yahoo! Research continues by saying, “Marketing is going to become a much more science-driven activity.”

In our experience, even some of leading marketing organizations have just begun to deal with the complex issues associated with sales, marketing and operational data integration, let alone getting to the point of being able to extract actionable intelligence out of this data.  We advise a methodical approach to this challenge.

  1. Focus first on marketing goals and objectives
  2. Audit existing sales and marketing data channels
  3. Develop a channel integration roadmap that maps the infrastructure development back to the marketing goals.

The key to a successful marketing integration strategy is being able to effectively work with both the marketers and the technologist within an organization to bridge the divides.  The challenge can certainly be met; it just needs to be approached in a manner that makes sense within the constraints of the organization and the various entities accountable for the success of the initiative.

What are others seeing out there? 

Are you seeing that most organizations are still working on integration of just a few channels let alone full channel integration? 

What interesting values are you see from sales and marketing channel integration?

Share your thoughts by Leaving a Comment!

Link to the “We are all marketers now”  article from McKinsey.

We Are All Marketers Now (Part One)

Read a great article from McKinsey that notes the importance of data driven marketing.

Due to the new models of customer engagement and the technical complexity involved in dealing with the resulting mounds of data from social networks, websites, other online media such as blogs, digital ad systems, along with various other “offline” customer touch points such as CRM and sales systems, the traditional roles of marketing are now expanding well beyond the walls of the marketing organization to other areas of the organization.

Seamless Customer Experience

The authors note: “In today’s marketing environment, companies will be better off if they stop viewing customer engagement as a series of discrete interactions and instead think about it as customers do: a set of related interactions that, added together, make up the customer experience.”  Later in the article they state, “. . .digital technology has upended the engagement expectations of customers, who, for example, want one website to visit and a relationship seamlessly integrated across touch points. Meeting such expectations requires extraordinary operational coordination and responsiveness in activities ranging from providing on-the-ground service delivery to generating online content to staying on top of a customer care issue blowing up on YouTube.”

So the questions arise:

  • How many marketing organizations have the technical infrastructure currently in place to actually tie all the various sales, marketing and operation channels together in order to view customers from a “360 degree” perspective?
  • How many marketing organizations are prepared to deal with the technical complexity involved in these integrations? Do they have the ability to work effectively with internal IT organizations in order to get these systems built?
  • How should organizations be built to effectively address this blend of marketing and technical aptitudes required to effectively engage with customers?

Share your thoughts by Leaving a Comment!

Link to the “We are all marketers now”  article from McKinsey.