What are the critical marketing success factors (MOs), and how can leading companies manage and incorporate these powerful elements? To gain more insight, Marketing Operations Partners recently conducted a poll of more than 80 marketing leaders.
Important results emerged from the survey.
Participants in the survey cited four important factors that create success for MO:
Clarity and consistency within the organization – experiences must be shared, marketing strategies must be clearly defined and open-structured, clearly communicated to all members, with persuasiveness, everyone in the organization must understand the goals of the strategy.
Active support from management, to reinforce the values of marketing activities in accomplishing organizational goals.
A clear culture in the organization, capable of arousing and motivating employees' enthusiasm at work.
Processes and technology are the tools that enable and sustain marketing excellence.
To gain a more in-depth look at the current function of marketing operations, a survey was conducted and evaluated against Marketing Operations Partners standards with responses from more than 80 operating companies. In the field of technology, the majority of participants are CMOs, VPs of marketing directors and marketing directors of corporations, people who take on high responsibilities in marketing activities at companies in the top 100. , 500 and 1000 according to Fourtune's vote.
What is MO and why is it important?
MO is a term, defined differently in each organization. We define MO as a historical principle, technique, guidance and language that promotes values in managing activities within the marketing function, making marketing activities central to the marketing function. center of all interests and an important business activity. The purpose of MO is to perform the following two tasks effectively:
Accomplish organizational goals by reinforcing marketing strategies and tactics with an appropriate organizational structure that creates resilience and promotes growth.
Nurture a healthy organizational environment that is highly collaborative both within and outside the marketing department. This allows people to evaluate the value of marketing activities in a more optimistic way and encourages boldness in work.
The question is: What factors help MO succeed?
1. Clearly define and strictly adhere to.
To be able to perform marketing activities in the best way, clarity and consistency in the organization's operations are extremely important. All elements must revolve around a common vision and strategy, creating the ability to consistently execute activities, identify relevant activities, and provide an effective customer feedback system. .
For companies that do good marketing, there is a culture at the corporate level where there is room for boldness. In the short term, success is driven by processes that enable integration into the business environment, an appropriate organizational structure, clear and widespread communication, and continuing business arguments. full tone to the leaders of the organization.
2. Active support from the board of directors
It was clear that survey participants felt that the marketing function could thrive best in an environment where it had support and support from leadership. In the best case scenario, marketing activities need to work closely with sales activities and must be highly valued within the organization for its ability to contribute and bring benefits.
Ideally, a CMO or any senior marketing person should think of themselves as an internal customer, reviewing key strategies and marketing activities. When doing this, it is also necessary to consider the nature of the issues that management is concerned about.
To carry out all activities in the best way, the key is continuous support from the CEO and other members of the board of management. Marketing needs to be recognized as a valuable asset at the corporate level. It needs to share the company's vision and goals with other functional departments.
With active support from the board of management, the marketing function can participate in many different tasks with other functional departments such as, building ideas and developing new products, participating in into important projects at a strategic level...
3. Nurture a supportive cultural environment
Along with building a suitable organizational structure and active support from leadership, survey participants also believe that a supportive cultural environment in the organization will bring success. credit for marketing activities. The ability to support each other will first bring efficiency to marketing activities and then expand to other activities creating coordination between many different functional groups such as Sales, Finance and IT.
In organizations that perform marketing activities well, marketing staff are highly valued and fully supported, and their contributions are widely acknowledged. A cultural environment with clear accountability and the ability to create work motivation creates the foundation of a supportive environment. Sales activities and marketing activities are always closely combined and support each other, which brings more benefits to the organization.
4. Selection and technique bring high benefits
When companies select and apply marketing techniques, they find that operating costs are reduced and efficiency is increased. They can identify and eliminate unnecessary investments due to poor planning or redundancies. They can break through operational stagnation and secure grants to execute strategically important promotions. Survey participants provided their own opinions.
- “Things went better because we were on the same page.”
- “We build annual strategies and action plans. These plans are planned in great detail to create repeatable patterns."
- “We have become more influential and efficient, and have a good process to prevent non-value-adding activities.”
- "We compete healthily and strongly with marketing methods that combine web, print, and face-to-face marketing."
With the selection and application of techniques, the value of marketing activities can be recognized and developed over the long term.
Conclude
Successful marketing requires clear goals, a strong infrastructure, a reliable system, support from management, cooperation and coordination between departments, and process selection. program and techniques.
The above factors are within the control of senior managers. They can help a company power its marketing when it is combined with a deep understanding of marketing fundamentals.
Call to action
If your company is facing any of the factors mentioned in this article or if you are thinking about creating a marketing activity, or increasing the effectiveness of what you have, you should start. with the job of “assessing the current state” because this will help you evaluate the state of your current marketing activities.
Doing so will help you focus on the challenges and difficulties you face, as they are great opportunities in delivering real benefits of successful marketing activities.
According to Do Thi Bich Lien – Lantabrand