Ten Steps To Marketing Relevance

How to move your marketing organization from “arts and crafts” to “a seat at the table”.

  1. Structure For Success – Build a strong team with modern marketing capabilities; find good vendor partners
  2. Be a Thought Leader – Research, incorporate and advocate the voice of your customer in your content
  3. Create a Cohesive Content Marketing Program – Be there with relevant content when your clients and prospects are looking for it (see my previous blogs)
  4. Think Omni-channel – Build lead generation programs with multi-channel integration to push content and pull response (see my previous blogs)
  5. Remember, It’s About Revenue – At the end of the day, it has to make money
  6. Implement a MAS – Marketing automation systems are critical for enabling communication, measuring productivity, and demonstrating value
  7. Integrate with the Sales Process – Your MAS must be linked to your CRM and other sales tools – and your sales force must understand how it all works together
  8. Measure, Test, Analyze, Rinse and Repeat – learn from experience, and share the lessons
  9. Sing Your Own Praises – Sell your programs internally for continued support
  10. Be an Agent For Change – Be the one learning, and leaning forward.

Want to know more? This cover story from CMO.com contains lengthy interviews with a number of marketing executives (including myself – page 2) about how the CMO must also be a CCO (Chief Change Operator). Study up and start changing!

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About Lorena Harris

Lorena Harris has more than 20 years of marketing leadership experience with large business service companies. Her expertise is in designing research-based content marketing programs for brand building and demand generation. Since earning her MBA from Duke, Lorena has built revenue-generating marketing programs for $B+ B2B service companies such as Fiserv, First Data and Vantiv (financial services), ADP (employee benefit services), Convergys (contact center services) and Donnelly (publishing services). More information available on linkedin.com/in/lorenaharris.
This entry was posted in B2B Marketing, Content Marketing, Customer Experience, Customer Experience Research, Digital Marketing, Social Media CRM, Thought Leadership and tagged , , , , . Bookmark the permalink.

One Response to Ten Steps To Marketing Relevance

  1. This is a fantastic post for learning – well explained. Keep it up all the time.

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