Do you want MORE from your marketing?

Taking the opportunity to step back and deeply assess how your marketing function is working for your business and how it can be improved is important, but where do you start?

It’s not as easy as it might seem. Finding the time can be a struggle and being able to objectively review marketing and plan a way forward, without letting competing commissions, objectives or ‘we have always done it this way’ attitudes get in the way, is often nothing short of impossible.

It takes data-driven insights and creative expertise to develop marketing 360 reviews which align with your vision, empowering you to achieve your objectives with a focus on high return on investment.

Here are some key questions to ask yourself, and others when the time is right, around a commercially impactful review:

1. What are your objectives? Be clear from the start and make sure your clients/influencers and potential commercial impact are top of mind. Primarily, is it cost efficiency through an operational marketing review, refreshing skill sets, meeting growth objectives, getting more out of your existing client base, entering new market(s), etc. The list goes on, it can be a rabbit hole once you start, but clear measurable objectives, as always, will keep it focused.

   
   

2. Who are the key stakeholders? Clearly map out the internal and external stakeholders who will have, or need, an informed voice on your marketing – from clients and potential employees to your call centre and Board members. Map them (literally – pen and paper style) and rate them against buying power, wider decision making and influencing and marketing budget control/influence.

   
   

3. Are you going to involve the team, and when? Don’t forget the actual marketing team. Be as open and honest with your team as you can be. Get them engaged and reassure them this is not necessarily about reducing costs or redundancy (assuming it is not, this is very often peoples first fear) but about finding better ways to work and increasing value. Get them excited by exploring what the art of the possible is and how the whole team can work towards it.

   
   

4. Do you have someone who can be project lead? If you are going to do it properly you need a coordinated effort. Decide your key workstreams and areas (methodology, suppliers, third parties, marketing technology review, processes, skills etc.), look at the credentials of the wider team, and consider how you can use the project as a development opportunity for the right people to get involved.

   
   

5. How do you currently measure ROI? People can often get sucked into the detail or excited about the vision, whilst potentially losing sight of fundamentals, like ROI. Having an understanding of your data will help you accurately assess your current activity and make informed decisions around next steps for projects, campaigns and the wider business as a whole.

   
   

6. Who else in your organisation is doing it well already? From an operational perspective there may be others already doing things well that you can learn from. Or teams like BD, HR, IT and Commercial that you could be streamlining with. Opening the lines of cross functional communication can not only help with your assessment, but also identify efficiencies for everyday operational practices.

   
   

7. Where do you need additional help and what is the most effective way? Can your network help or recommend external support? Being part of a professional body or formal networking can connect you with the right people and help you achieve an independent view.

   
   

8. Who can you get more out of? Having a good grasp on who or what is using up large chunks of your current budget can help you evaluate what agencies you already use and whether they are hitting the mark. Smart conversations with them can also support team training programmes to upskill your people, create ever important loyalty and align them to your vision.

   
   

Konnected offers MORE – a Marketing Operational Review of Excellence – where we deep dive into understanding and auditing your current resources, technology, outputs, and ROI. We’ll review your engagement with your targets and clients and identify efficiencies and improvements. With no internal bias or competing objectives or commissions we ensure these are optimised to achieve your overall business goals and growth plans.

We’ll provide you with a full marketing review report (including competitor and market insight), action plan, and ROI reporting templates to get you where you want to be. We can also ensure all marketing and sales contact with commercial contacts are able to be captured and visible, providing a single client view, as well as automation of engagement flows.

All of which gives you:

• clear sight of efficiencies.

  
  

• a cut through of internal processes. 

  
  

• an independent view focused on your growth objectives.

  
  

• a partner who can continue to provide support where required.

  
  

Let's embark on this journey together, exploring the untapped potential within your marketing approach. Reach out, and let's delve into a dialogue that ignites innovation, propels your brand, and increases ROI.

www.konnected.world