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!

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.

1 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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