- Current Status – Simple campaigns, email automation, lead nurturing and reporting.
- The “Gap” – Advanced customer understanding, infrastructure, integration, logic and organizational frameworks.
- Progression Goal – A strategic marketing hub that eliminates internal silos, centralizes campaign data and delivers revenue-focused reporting.
- Take the path of least resistance. Move quickly to a strategic marketing hub. But expect to face issues with limited data, reporting gaps and customer knowledge longer term
- Make the hard yards. Cover off all the bases on your way to a genuine marketing hub. But expect to face questions on progression and outcomes in the immediate future.
- How far would I like to go?
- How far do I need to go?
- How far can I go?
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Comments
Ryan Skinner Forrester May 18th, 2016
This is fantastic stuff, Neil. Talk about demonstrating expertise and delivering value.
Neil Stoneman May 18th, 2016
You can come back any time you want Ryan. Cheers dude 🙂
Adrian O’Gara OGaraCo May 20th, 2016
A central demand centre and solid demand engine is the core of any strategic marketing hub. I hope the next instalments discuss the equally important role of regional revenue centres-of-excellence where marketing, sales and services work together to execute global, integrated campaign that are relevant to the local market. Think globally, act locally – as they say.
Neil Stoneman May 23rd, 2016
Thanks Adrian. I think we might find some room to dip into the points you’ve outlined. Look forward to discussing with in more detail then.