My colleague Martha France recently wrote about how marketing organizations are being asked to do more than ever to contribute to operational effectiveness company-wide. This expanded role requires investments in talent and advanced, often complex, software systems. Choosing the right marketing technology for your organization is essential, but it’s only part of the equation. How you staff, configure and manage these systems correlates directly with the value your organization derives from the technology, which ultimately impacts competitive advantage and the return on your investment.
Tags: marketing ROI, bank marketing, marketing budget, MRM, marketing technology, marketing resource management, marketing operations, risk management, marketing resource management investment, Competitive advantage, marketing staff, marketing technology buyers' resources
Advances in technology, changing customer needs, and other market and societal forces are converging to evolve and expand the marketing function. Indeed, “Marketing’s role in strengthening a company’s operating effectiveness has never been more important,” according to a recent report in Harvard Business Review.
Here are some examples of how marketing’s cross-departmental involvement is being used to strengthen companies’ operational effectiveness.
Tags: bank marketing, marketing budget, human resources, collaboration, marketing technology, customer experience, marketing operations, marketing staff, marketing technology buyers' resources
Benchmark Your Marketing Budget
Nov 22, 2019
Whether your marketing budget is growing or shrinking, you no doubt need to figure out how to fund marketing’s expanding role, a growing number of marketing channels and the integration of new marketing technologies.
Tags: bank marketing, marketing budget, marketing strategy, marketing technology, franchise marketing
Three Ways Technology is Helping Marketers
Jun 11, 2013
From Deadlines to bottom-lines, I put my marketing department under constant pressure to show ROI. This means every project and every process must be evaluated and prioritized based on the resources available and the return it will generate. In short, you need to get the most out of your team at all times. Basically, success comes down to productivity.
Tags: creative production management, workflow, marketing budget, process automation, collaboration, marketing technology, marketing productivity, marketing resource management, local marketing automation