The new reality

Marketing executives now have to make decisions in an increasingly complex ecosystem: stakeholders from various departments are handling different aspects of the cross-channel marketing workflow, technology, processes and agencies; and they all operate with competing interests.

Without a unified Marketing Operations Strategy to support the overall business objectives and policies, the situation becomes exponentially complex for global organizations where local markets operate independently or in silos.

The Impact

In such an environment, the organization turns into a slow moving entity where:

  • There is a lack of standards to how internal teams and external agencies interface and operate
  • Big data challenges make it more difficult to get a standard and consistent measurement of the return on marketing investment
  • Channel owners are more vulnerable to policy breaches resulting from using various tools and service providers
  • The resulting operational inefficiencies drive marketing costs up and further negatively affect the ROI

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