Recently I spoke with the leader of PayPal’s Global Lifecycle Services (GLS) group, Matt Cammack. Last year he accepted the ambitious task of integrating PayPal’s global marketing teams in order to create more unified customer experiences. Once he described the plan – delivering best-in-class capabilities and operations across audience management, content management, customer decisioning, cross-channel execution and workflow – I could only say, “Wow, that makes perfect sense.” Every enterprise should be doing that.
That old People/Process/Technology Venn diagram may be cliché, but it still speaks. In 2018 most Marketing groups have all the ingredients for successful lifecycle marketing. Integrated MarTech, CRM and Engagement Tools provide a view of all touchpoints and levers to pull to improve them. Marketing teams are more skilled at using channels and tools than ever before. And processes are being refocused around SLAs and ROI. What is missing in the middle? Governance.
Every enterprise has silos. An ambitious company that will take steps to build bridges. But for there to be positive outcomes, management must sponsor, support and invest in cross-silo governance. People have to know that cooperation is critical. Process development needs to focus on coordinated end-user experiences. The technology stack must share data and capabilities across business units. AND someone must be responsible for integrated content, messaging and corporate point of view.
How does an organization get its orchestra to make beautiful music? A conductor. Consider your company…couldn’t we all use more cooperation, coordination and integration? Maybe it’s time to make a deliberate investment in “Venn Marketing”.