Marketing Transformation

Marketing organisations are under increasing pressure and scrutiny to deliver results with reduced investments.  Customers are becoming more demanding, selective, and value conscious.  Driven by changing buyer behaviours and business models, increases in the use of technology to automate marketing operations, the plethora of web-based communications and sales channels, coupled with significantly reduced marketing budgets, marketing must actively demonstrate its contribution and value to the bottom line.

“I’ll go anywhere as long as it’s forward.” . David Livingstone

Taking a blended approach and in line with our clients’ business models, we help facilitate the integration of traditional, ‘push’, or outbound, marketing methodologies with social media-based ‘pull’, or inbound, marketing techniques.  Often this calls for a complete review of not only the marketing mix, resources and spend but also the marketing organisation itself, in order to embrace content driven, collaborative, dialogue-based, relationship building techniques.

In the rush to achieve operating efficiencies, the tendency is to drop one approach in favour of the other.  But in order to maximise existing investments in resources and people, it is proven to be more cost effective and impactful to embrace inbound marketing by taking a considered, phased approach.

Equally, it’s important to assess the current marketing organisation in terms of structure, skillsets, vendor communities and capabilities.  Just because there are new, more cost effective ways to market doesn’t necessarily mean that the marketing organisation as a whole has the ability to refine its plans, strategies, communications and programmes to embrace these new practices and tools.  We help to ensure that our clients bring their customers, partners, prospects, and internal audiences with them as they make this step change.

Declare in Action: Marketing TransformationExample:Here’s how we approached marketing transformation for a publicly-quoted, multi-national software organisation.  Reading this case study may provoke thoughts on how we may be able to help you too.