An organization may run at its best but a transformational change introduced by CMO is essential to be mapped out. It is considered that the key to marketing transformation is to create a customer-centric, market-driven as well as a measurable structure of the organization. The fact to be pondered upon is that, are you able to measure the performance of marketing based on the return that is spent on the marketing techniques and strategies? Are you contributing thirty percent of the revenue via marketing driven campaigns? Here we share some of the best practices around marketing transformational change.
1.Definable structure of the organization
When proper roles and responsibilities are clearly defined in an organization, it allows you to have a better alignment with sales and shared metrics. The most common problem of job or role corruption can easily be tackled by you when there is clarity in the roles and duties of all the employees of the enterprise.
2.What game are you playing?
Well, you need to be very clear about what is the Ideal Customer Profile of the organization you are working in. based on the proximity to the ICP, you can easily perform an account segmentation analysis and leverage customer interviews. Also, without buyer process maps, you will be considered like a bird that is flying blind.
3.Executing agile approach
Now, when it comes to marketing transformation, as a Chief Marketing Officer, your first and foremost duty should be to be as agile in your working approach as you can! The fastest way of being replaced is to execute the pure waterfall model. You must know that defining success of the team, promoting and rewarding the team for that success can , to a great extent help you in binding the team together for a long term. Unless there is collaboration with sales, the lead generation campaigns tend to fail.
Understand the fact that success is measured as fifty percent performance conditions and fifty percent talent. Transformation begins with a bottom’s up review. You need to determine whether you have right and competent workforce or not. To bring about the competency, you definitely need to create an internal as well as an external benchmark. Doing so shall foster transformational changes at a faster and steadier pace.
5.Facts and Data Analysis
Yes, you need to lay a foundation for continuous improvement and that you can do by determining both the leading and lagging indicators of success. Discipline is the key element to stay focused. Measuring the facts and continuous analysis of data helps you manage the output thus achieved.
So, compare your best practices with the ones we have suggested so that you can come to know your lagging as well as leading success indicators and work on them accordingly. In order to bring about and properly execute the transformational changes within the organization, measurement of success is very important. Without doing this you may not be able to fetch your organization, the desired results.