A company’s marketing digital transformation project benefits when Marketing is the internal client. As the voice of the customer, Marketers understand why we want to transform what we do and can make sure it is realized.
Setting OKRs is challenging for marketers because our goals often rely on outcomes outside of marketing. We need to collaborate with other teams to create objectives. And isolate marketing attribution in creating our key results.
A turning point isn’t just about the thing that changes everything, it is about the direction we take afterwards. Our responses. Good and bad. While some will always blame others and the events, there is a growing number of people who are making deliberate decisions about their life and work. About how they show up on a day to day basis.
For our marketing portfolio, stepping back to grow, is about taking a periodic look at our business with a critical eye to make tough decisions. Growth isn’t only about what you decide to do. It can be about what you decide to let go of or step away from.
The minute we pick one dashboard tool to rule them all, a new need for data would arise. Our data management is something that needs to evolve as our business evolves. Rather than look to one tool to rule them all, we need to look at consolidating rules to govern our data use.
Customer satisfaction is a key indicator of the health of your business. Both an early warning system and a validation of your efforts. It can be a key guidepost all along the customer journey and demonstrate the impact that your marketing efforts are having on your business objectives.
When we are looking for business insights that are answers we often have some hypothesis or at least an idea in mind when we look at it. If instead, we look a little deeper and uncover data insight questions we are challenging it. Both approaches can be valuable for marketers.
Customer journey mapping or funnel optimization? They are different perspectives of the same thing. One is the the view from the customer’s perspective. One is our gated internal process. We need both in our business.