Ten Steps To Marketing Relevance


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How to move your marketing organization from “arts and crafts” to “a seat at the table”.

  1. Gather resources – invest in strong employee skill sets, find good vendor partners
  2. Know your customer experience – research, incorporate and advocate the voice of your customer
  3. Be a thought leader – know your industry and educate your customers on it
  4. Create a content marketing programsee my previous blogs
  5. Build lead generation programs with multi-channel integrationsee my previous blogs
  6. Implement a MAS – Marketing automation systems are critical for enabling communication, measuring productivity, and demonstrating value
  7. Integrate with the Sales process – Your MAS must be linked to your CRM and other sales tools – and your sales force must understand how it all works together
  8. Measure, test, analyze, rinse and repeat – learn from experience
  9. Sing your own praises – no one else will, and you’ll need executive sponsorship
  10. Embrace change – Be the one leaning forward.

Want to know more? This cover story from CMO.com contains lengthy interviews with a number of marketing executives (including myself – page 2) about how the CMO must also be a CCO (Chief Change Operator). Study up and start changing!

Republished with author's permission from original post.

Lorena Harris
Consultant - Customer Experience Marketing
Lorena Harris is a top-tier MBA with 20 years of marketing and business development experience for leading B2B service providers. Her expertise is in designing customer experience Thought Leadership programs for brand building and demand generation.


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