Current marketing operational models are becoming increasingly complex and more crucial to the strategic success of global businesses, but are facing significant challenges from entrenched corporate cultures, inter-departmental politics, and a lack of adequate data and information systems, according to a new research by the CMO Council.
The study underscores the critical need for marketing to drive operational effectiveness and optimally structure, resource, and run today's digitally driven, customer-centric, and globally distributed marketing organizations. Major internal challenges subverting the marketing operational process are:
- change-resistant corporate cultures
- conflicts and competition between internal constituencies
- siloed data and limited cross-functional feedback
- lack of ownership of critical aspects of the marketing budget
- a struggle for divisional control and independence
The study also revealed a disturbing trend: companies are not spending nearly as much time, energy and budgetary resources as necessary on marketing operational improvement to heighten their competitiveness and bolster their top and bottom lines.
Marketing operations directly affect a company's go-to-market strategies and other strategic growth initiatives. Many of the top operational improvements targeted by marketers revolve around optimizing customer engagement, including improving go-to-market strategies and efficiency and delivering a unified and consistent message.
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