An insightful book describes the process many companies in the industry undertake in some form – marketing transformation. The book illustrates some aspects that many marketers observed in their organizations and some other changes that marketers expect to see in the future.
It was the first publication that discussed relationship between marketing and IT before discussing an infamous challenge of relationship between marketing and sales. Our industry truly changed 🙂
The book suggests that modern business requires ‘fundamental shifts in the marketing organization itself: specifically, changes in the marketing mind-set, marketing structure, marketing telnet, and marketing leadership.”
An interesting aspect: customer journey includes acquisition and retention as equal parts. Very often marketing view on buyer’s journey does not even include retention, or includes it as a little “box” on the right – an afterthought. Another aspect of the journey – it is relatively simple. Hopefully, we, as an industry, are moving away from a dozen of steps buyer’s journey that might contribute to over-complication of marketing initiatives.
SAS had a traditional marketing organization – by channel. The organization encouraged silos and channel-specific efforts, what was not effective. “There are even times when you can draw the wrong conclusions when you look at the performance of a channel independently.”
SAS reorganized to encourage collaboration between channels and created a new function of “orchestrator” who is “orchestrating” campaigns across all channels – digital, traditional, and emerging.
New positions were created to help formalize partnership between marketing and IT, and also to strengthen the connection between marketing ans sales.
SAS is hiring more analytically-minded marketers in general. By doing it, “you are not killing creativity or innovation, just seeking naturally curious employees with updated skills.”
An HBR interview and book overview – webinar.
A few insights from the book:
- Segmentation insight: SAS discovered that SMB targets responded better to general messages, rather than specific message for the segment. Results improved when the SMB-specific campaign was closed and SMB segment added to the enterprise campaign.
- Based on data (conversion and sales) one of long-standing PPC campaigns targeting expensive keywords was discontinued.
- “Too often, organizations start chasing the next shiny object like social media before they have optimized everything they already have..”
- “Data without use is overhead.”
- “Make data quality everybody’s job.”
- CXA – customer experience analytics (new for me term)
- Interesting: in SAS shared services Nurturing is included into “Data Strategy” together with segmentation.
Sometimes our team needs to engage in shameless self-promotion. We need to tell stories about the interesting things and projects the team is involved in to ensure that the rest of the organization understands our value. We have to deliberately build credibility for marketing.