What are you up against?
How do you make change happen?
Most companies are structured to push out quarterly campaigns, so the move to ongoing programs is not always a comfortable one. We help you by figuring out who is going to own and manage the technology. We help you decide what should be managed centrally/regionally, and what can and should be managed locally. We encourage an analytical, content-based approach that shifts the focus from calendar to customer.
What do you outsource, what do you keep in-house?
Many companies get this wrong, and it often costs them dearly. Let us help you make the right call: avoid the pain of finding, training and keeping staff where you don’t need to, but keep control over core operations on a regional or local level that suits you and the way you work.
Is your customer insight actually useful?
Digital marketing gives us more customer data than we know what to do with. The trick is using both quantitative and qualitative data to understand your customers better than your competitors do. We give you a clear view of the customer, so your teams can identify better campaign messages, create more relevant content, uncover new segments, and drive higher levels of sales.
What about next year? How does it scale?
Strategically and technically, you know a long-term perspective is essential. We help you to understand where the bottlenecks can occur – and how to set things up to support as you scale your marketing. Use our experience to guard against hasty mistakes. Go from strength to strength instead of going back to square one.
What are sales and the channel going to think?
It’s no secret that sales and marketing don’t always see eye to eye. But technology and data can transform this relationship and build trust in marketing. We know that scoring a lead doesn’t make it warmer; but we can help ensure that the results of your work quickly translate into benefits for sales and channel. As the benefits build, so will the trust.
When do you stop reporting and start doing?
With all this data, there are increased expectations of measurement and accountability. But where do you strike the balance between reporting on what you’ve done and actually doing it? We’ll help get the reporting structure that works for you, and work out when and how to introduce advanced analytics, such as predictive modelling and marketing attribution.