Four Reasons Why CMOs Should Opt for Marketing Orchestration Platforms

Four Reasons Why CMOs Should Opt for Marketing Orchestration Platforms

Companies are increasingly exploring marketing orchestration technology – it effectively synchronizes data from all sources, resulting in a more powerful strategy and communication hub. Therefore, CMOs must leverage Marketing Orchestration platforms to root out the inefficiencies and silos while executing their marketing strategies.

Today’s marketing dynamics have substantially changed when compared to the pre-pandemic times. It has evolved the marketing resources into a team of specialists and the number of those specialized skills has grown substantially. This in return has increased the processes, channels and tools built to support them, thereby creating considerable complexity.

Disconnected workflows, decentralized repositories, overinvestment in point solutions, and a lack of KPI reporting characterize most enterprise marketing today. Although the legacy system that supports them has evolved, it still lacks key functionality.

Therefore, to deal with these major processes, teams and data silos, CMOs must opt for marketing orchestration platforms. With a strategic and differentiated approach to execution, it can enable CMOs to orchestrate the marketing strategy by delivering the right integration to transfer content and data at the appropriate phases.

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Additionally, marketing orchestration platforms enable CMOs to ensure a harmonious relationship between teams and technologies and facilitate control, speed and visibility at every phase of the journey.

Four Reasons Why CMOs Should Opt for Marketing Orchestration Platforms

Alignment of resources

To execute any marketing strategy there needs to be a proper alignment between different teams.

The teams should create and share a global marketing strategy so that their colleagues have the required visibility into what’s going on around them. Moreover, CMOs need the ability to assign resources – both people and money – to ensure marketing efficiency.

To speed up the campaigns and content creation

Marketing teams often fail to execute their tasks because of review/approval bottlenecks as well as process inefficiencies. It often causes delays in getting their work out the door and this can have a negative impact from a customer experience point of view.

Instead, they must be able to seamlessly transition from the preparation to the implementation stages. This should allow them to complete their work more quickly and in a manner that results in high-quality output

Having control across various processes

To maximize the strategic output of the marketing team, CMOs must have complete visibility and control over the workflow. They must have a tight hold on all of the marketing content, creative assets, campaigns and so on. It’s difficult to know what each member of their team is working on and what resources their team has at their disposal without that visibility.

Also Read: Understanding the shortcomings of marketing automation

To have a connected stack for measurement and reporting

Disparate technologies can hurt marketing campaigns. These process inefficiencies and data silos can prevent teams from connecting tools to drive better processes, synchronize the work/content, and improve reporting.

Hence, having marketing orchestration platforms in place can enable the CMOs to seamlessly execute the strategies with unparalleled visibility and control over each phase and process.

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