Tag Archives: marketing management

The Five Key Competencies for a Modern Tech Marketing Organization – IDC

1.   Content Marketing
2.   Sales & Channel Enablement
3.   Customer Intelligence & Analytics
Data is a must-have for understanding the buyer’s journey, unfortunately; that data is normally poor, or not parsed out effectively. To use data effectively, it is encouraged to build a marketing operations ambassador program, which allows non-marketing employees access to marketing data to leverage for decisions. 
4.   Integrated Digital & Social Engagement
5.   Loyalty & Advocacy
Many organizations live and breathe through a subscription economy, particularly when it comes to software. The challenge can be keeping customers happy as new competing solutions are constantly being launched. 

Source: techmarketingblog.blogspot.com

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Making Sense of Marketing Organizational Models: A Preview | SiriusDecisions

Although we see variations, there are four typical marketing organizational models into which most b-to-b organizations fall. 

  1. CMO model. All (or the vast majority of) global marketing resources ultimately report to one leader. 
  2. Business unit (BU) model. The majority of marketing resources report to BU leaders, leading to improved focus and effectiveness in differentiated units and the agility to address specific regulatory issues.
  3. Matrix model. Marketing is managed through a network of BUs, regional and central marketing, and other functions. 
  4. Regional model. All regional and local marketing resources report to regional sales leaders, which lets the marketing organization focus on alignment and agility in new geographies. 

Source: www.siriusdecisions.com

The question is how the supporting marketing technology is managed among these four models. It can be tricky.

 

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How Do You Eat An Elephant? – CMO.com

The use-case-driven integrated business requirements (IBR) document is key to the iterative development of the solution to integrate multiple technology solutions. The IBR has to be crisp enough for stakeholders to understand the business objectives for the iteration, but also detailed enough for the point solutions to develop functional design and to build on it. The IBR has to provide the following details:

1. Business requirements:
• Identify all technology solutions required for the iteration.
• Determine business requirements (think outcomes).
• Determine integrated test plan for the iteration.

2. Data requirements:
• Develop the business entity relationship diagram, illustrating the entities, entity relationships, and granularity.
• Determine data requirements and flows across the technology stack.

3. System integration
• Determine functional workflows (level 1, level 2) for the iteration.
• Determine interfaces for each solution in the stack.

Source: www.cmo.com

AKA How to Build a Marketing Stack…

 

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Why Marketers Shouldn’t Rely Solely On Numbers [Infographic] – Forbes

Source: www.forbes.com

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Digital marketing budgets are growing (but are marketers battle-weary?) – Econsultancy

When asked to identify barriers to digital marketing investment, 33% of respondents admitted that ‘company culture’ was one. In 2015, this figure was only 24%.

Looking more closely at the organisational attitude to digital marketing spend, it seems marketers are a little less bullish than last year as to whether all the battles have been won.  A smaller proportion of respondents think they are working towards cohesive CX, breaking down silos, securing boardroom buy-in (a significant drop from 71% to 57%), reserving budget for innovation, or breaking the distinction between digital and traditional budgets.

On the positive side, 54% of respondents are planning to recruit more people into their digital team in 2016 – this is an increase from 51% in 2015.

Source: econsultancy.com

Yeah, and network managers were becoming battle-weary 25 years ago. Wake up!!

 

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Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative: Scott Brinker

“In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it’s the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software–from the growing number of technologies in our own organizations to the global forces of the Internet at large.

 

But you can turn that to your advantage. And you don’t need to be technical to do it.

 

“Hacking Marketing” will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for “any” business in a digital world. You’ll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age.”

Source: www.amazon.com

I’m sure that if you send it to the author with a SASE, he’ll sign it.

 

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Marketing Hiring Trends for 2016 – Profs

Source: www.marketingprofs.com

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