Designing a marketing operating model is an important first step in both incremental change and organizational transformation. Rethinking marketing’s role lays the groundwork. Before a new org chart’s created, processes change or technology decisions are made, the highest-order design of marketing needs to be defined.
The operating model is based on the firm-level business model and customer experience. It’s the foundation for the enterprise’s ability to deliver personalized CX experiences at scale, and what marketing transformation is all about.
Operating model design starts with answering questions:
To drive the 4Vs (volume, velocity, variety and value) requires a revamp of your marketing operating model. Honing the digital supply chain via team structure, process, and automation puts you in position to master what’s next.
Connecting applications, automating repeatable tasks and decisions, and unifying reporting data with integrated operations builds the capabilities needed for individuals to add maximum value in the digital workplace.
Capabilities individuals need to add value in the digital workplace
Great organizations start with big ideas. As a leader, it’s important to plan for the future—and articulate the vision to teams that make it happen.
Match short- and long-term goals with solutions to make sure needs are met now and in the future, with less disruption and more ROI.
As the driver of change in the digital age, supporting your team is key. Creating a KPI-driven culture keeps everyone focused.
Modernizing marketing requires the right balance of cultural sensitivity, professional tenacity, compromise, and tech expertise.