Marketing Process Improvement is imperative for Challenging Times

Marketing isn’t merely a promotional tool, contrary to popular belief. In today’s world, dynamic businesses need to have a constant marketing improvement strategy in order to prosper.

Many B2B marketers are focused on the conclusion of their fiscal year or planning for 2022 during this time of year. The process is likely more familiar ground for many in B2B than it is for their B2C counterparts, especially in the demand generation and marketing operations domains. Disciplines that can feel like they are pedaling downhill, increasing speed as the going gets rough. Since this isn’t always possible, marketing process optimization isn’t simply for difficult times.

Process enhancement

Processes are not the only way to think about marketing. They go through those minor processes and stages for everything from updating the CRM system to approving a campaign. Marketers go through processes every day and every week. Some are quick and happen in a matter of minutes, while others take days or weeks and require the involvement of other individuals and processes. This interaction causes stumbling blocks and can have an impact on the processes.

Also Read: Five Truths Marketers Need to Know about B2B Buyers

Processes are everywhere, and in the target-driven world of B2B marketing, they are especially prevalent. So why not consider enhancing them? The problem is that most businesses lack the time, motivation, or ability to do so. There’s also the sporadic forced alteration to systems that occurs during difficult times, such as a recession or pandemic.

It’s not just for the bad times

Process improvement, it turns out, can save both time and money. Yes, simplifying processes or eliminating them entirely frees up time to focus on other tasks. Those additional activities, in an ideal world, would be more closely related to marketing qualified leads (MQLs) and sales targets. The majority of changes require buy-in, discussion, and time. Perhaps this is why businesses only do it when they absolutely have to, such as when the chips are down.

It’s more than a cost-cutting strategy

Depending on the job, change and process improvement can be viewed as cost-cutting initiatives. At the mere mention of projects that disrupt their flow, creativity, and passion, they groan and sigh. Marketers are far too preoccupied with developing content, organizing agencies, building campaigns, and managing at least a dozen digital platforms to consider process optimization.

Finance is sometimes in charge of these initiatives, which adds to the acceptance challenge. Marketing and finance, believe it or not, don’t always agree. If they look at the big picture, they will see that it was a finance-driven move during a downturn or when outcomes were falling short. Finance isn’t known for coming up with novel methods to hassle marketing.

Also Read: Automation and Campaign Management Tools – Priorities for MarTech Teams

People are being held back by their doubts and inertia

Process improvement is unquestionably a welcome change of pace. It necessitates a time and occasionally monetary investment to realize. If the culture doesn’t support it, the CMO can require some persuasion to put it on their quarterly or annual strategic agenda and communicate it with the rest of the C-Suite.

If marketers adopt a sales attitude for a moment, the best salespeople are not stymied by inertia when it comes to achieving outcomes. The majority of people get involved in projects that will improve their daily lives and their commission. Perhaps marketing should set their misgivings aside and focus on improving their own lives and accomplishments. Therefore, it’s not just for the bad times.