Any marketing operations management system may substantially streamline marketing processes and improve a marketer’s work. When we say „Marketing automation”, the first impression that comes to our mind is „lead generation” or „pre-sales automation” tool. OK, that’s the ultimate goal for marketing. But you have to invest a lot to get your return in number of warm leads. Then wait long to convert them into sales. When will this pay-off?
The key parameters sought after each solution are the implementation costs and Return On Investment. The higher the better. In other words, where can we scoop the better ROI, by increasing our top line or bottom line? Maybe we should do both? Fight for new leads, improving our cost base at the same time?
Another – non-financial parameter is employee productivity and user satisfaction. Any marketing management system must comply with these two objectives. We can acclaim full success if the system eliminates the biggest nuisance of all employees at the same time – i.e. frustration derived from administrative chores which kills creativity and engagement. So, when would a marketing dept need a management system?
The most benefits (measured by return on marketing investment or simply budgetary savings) derived from systems like Lean Marketing Management or Marketing Process Automation can be seen in firms, where there’s at least one of the following:
- Multi-brand management
- Multi-channel communication
- Dispersed marketing structures (geographically)
- Multi-collaboration with various vendors (like media houses, advertising agencies, etc)
Have a look at the list of the most common challenges, marketers have to face every day:
- BRAND DIGITAL ASSETS MANAGEMENT (CREATIONS, PLANS, PROCESSES, OTHER MATERIALS)
Companies create more and more brand assets and these become increasingly more difficult to store and locate. It has been researched that a marketing employee spends 6,5 do 8,8 hours weekly just to seek work information (sic!). In marketing communication, there are so many versions of a given material that it becomes problematic in the approval process to find out which version is the last one.
What’s the root cause? Communication between internal team and the agencies is usually run using the most common tool = e-mail box. Most of the firms do not have a central repository of marketing assets and archived creations, which would easily be accessible by the whole team according to individual access rights.
When we rush for deadlines, it is quite possible (and often happening), it is quite possible that we might overlook important changes or comments influencing current marketing campaigns.
Brand Oriented is a central repository for marketing assets and will disclose all current campaign plans and brand activities with its updated statuses at one click of a mouse.
It takes one look at the dashboard to know which process requires approvals, which needs to be changed and which are OK to get published. The system will source all data and take care of the deadlines and reminders in an automated way. It will expedite the communication, streamline workflow and display the full picture of current activities, giving responsible managers firm controls over the entire marketing activity of brands under management.
Brand Oriented is designed to sort out marketing assets, which – together with the entailed history – are stored in one place. This way every brand creates a central repository of current assets and archived campaigns.
2. TIME-CONSUMING PROCESSES: CAMPAIGN CREATION AND ASSETS APPROVALS.
There’s limitless number of repetitive tasks a marketer undertakes to prepare, verify and approve any marketing material, which consumes majority of a marketer’s time. That time can be saved and consumed in a much more effective way if only we automate the repetitive parts of the process.
Moreover, lack of process integration increases exposure to errors, not to mention duplicated work delivered by different stakeholders with the same goal.