Aligning marketing ops and strategy: 5 key takeaways from our new guide
How to align your marketing ops and marketing strategy to make your team smarter, more efficient and truly effective.
In this blog, we summarise five of the key takeaways from our new guide ‘How People Power The Three Ps: Planning, Processes, Platforms’, created in partnership with Sojourn Solutions.
1. Aligning planning, processes and platforms brings simplicity, accountability and efficiency
By striving for closer alignment between strategic and operational objectives you ensure planning, processes and platforms are all working in support of your people.
This close alignment brings simplicity, accountability and efficiency internally which results in increased pipeline, revenue, growth and CLTV for the business.
2. Reporting cycles are shrinking despite long-term planning empowering teams
Short-termism is increasing when marketing performance is measured (with 33% of global executives stating reporting cycles are getting shorter) even though developing a clearly defined plan gives marketing long term goals and objectives to execute from.
And shorter reporting cycles results in reactive marketing teams who need to chase quick wins and respond to last minute requests, rather than being empowered to deliver to an agreed strategy.
3. Transforming processes can empower people and deliver measurable business value
Untangling and re-establishing the processes in a marketing team is a delicate business. However, the results can be exceptional as shown below:
Sojourn Solutions transformed processes at UK telecoms company O2 to achieve a 27% YoY increase in campaigns executed and 100% accuracy in campaign execution. And this was achieved with a 50% budget cut internally.
4. Excellent change management makes successful transformation 6 times more likely to occur
If your people don’t feel engaged or involved with the strategic and operational changes you make in your marketing team, progress will be slow, difficult and can lead to consistent failure.
That’s why initiatives with excellent change management are consistently shown to be six times more likely to meet objectives than those with poor change management.
5. Successful martech integration is key to extract any value from a given technology.
Martech integration is a high-stakes process. The long and often arduous process of integration must be completed before any value can be extracted from martech and even then, few organisations take full advantage of a given technology’s capabilities
That’s why companies with a named marketing ops function are more than twice as likely to say that martech integration is a significant strength.
Magnus Consulting and Sojourn Solutions:
We exclusively partner with ambitious organisations who want to achieve their full growth potential. By improving the impact of your marketing efforts and linking them directly to revenue, we help you deliver real, measurable business outcomes.
Read the full guide here
View the full 10 step guide – created as a partnership between marketing strategy experts Magnus Consulting and marketing ops specialists Sojourn Solutions to help marketing leaders empower their teams and improve their campaign success.
