team on tandem bike
By John Lavey, CEO/President

One trend that influences the solutions we bring is the evolving marketing operations we see with our clients. I’ve been seeing more and more companies develop a leaner marketing team, perhaps even led by a fractional CMO, supported by a team of key outside partners.  
That model makes sense, and here are what I see as the five factors that go into making that a successful operation, supporting your growth and communication goals.

  1. A solid marketing plan—It all starts with a plan, supported by company leadership, that articulates all the channels and what will realistically define success for those channels. This plan also helps align partners toward a common goal. 

  2. Dashboard for activity and performance—Being able to successfully manage all the marketing channels that support a company’s growth means having visibility into all the activities that are taking place, and performance, too. 

  3. A lead strategic partner—One who understands your company, your industry and your audience is best positioned to be the general contractor, with the other marketing functions serving as subcontractors. You might be able to do this role yourself, but a lead partner can support your efforts. 

  4. The ability to pivot and iterate—With a dashboard to assess performance, and a strong strategic partner, you can honestly look at what’s working and what’s not working and make decisions to change course. 

  5. A commitment to the commitment—Being restless and wavering every time the market looks slightly different, or when you face sales obstacles, is not a good way to run your marketing. You should build a plan to focus on a span of time that looks critically at performance, but trust in the solution you are providing, and don’t just walk away.

Changing marketing operations structures are the new reality. The principles above can guide your approach and help you succeed. Where are you with your marketing operations?  

Image: Getty Images


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