To create a high-performing marketing team as well as deliver exceptional results, CMOs should reevaluate their marketing operations strategy.
Since marketing is more about being creative, most marketing teams often spend a lot of their time creating new campaigns, thought leadership pieces and focusing on bettering their digital experiences. However, marketers often neglect the less glamorous elements of marketing in this process and fail when it comes to forecasting, planning, and measuring campaigns. This results in campaigns and content pieces that are not able to meet their required expectations. Therefore, CMOs need to create better marketing operations strategies that will enable them to track the impact of their campaigns to the best of their ability.
Here are few strategies that CMOs can adopt to enhance marketing operations to achieve an efficient and high-performing marketing team:
Also Read: Four Digital Strategies to Improve B2B Buying Experience
Forecast future capabilities
In order to ensure that the marketing team has the required capabilities to deliver results, CMOs should have detailed forecasts for months in advance against the top business objectives.
They should plot out the projects that will deliver over at least the next three to six months to meet their goals and estimate the time each team will need to allocate for every project, week-by-week. Additionally, they should consider the cross-functional team impact by knowing how other departments are planning these campaigns into their schedules and function outside of the marketing department. Thus, by prioritizing planning as well as considering cross-functional capabilities, CMOs can run the campaigns smoothly and delight their C-suite counterparts by delivering on time.
Conduct thorough briefing sessions for teams
It is essential for CMOs to ensure that each marketing team member knows area of responsibility, from the overarching campaign objectives to the deadline they need to deliver the results. CMOs should take the time needed to present every member with excellent briefs before they start working. This, in turn, can help them deliver exceptional results and reduce time spent on amends in the later stages. Moreover, it can also help CMOs to hold on to top talent within their team.
Also Read: Three Ways B2B Marketing teams are Failing their Martech Solutions (And How to Fix Them)
Optimize martech stack
With its ever-evolving applications and flexible nature, martech can help CMOs deliver campaigns seamlessly, keep track of these campaigns and also stay connected with a team while working remotely. The right martech stack enables the marketing team to efficiently perform their assigned tasks as well as connect to the customers, resulting in a boost to their customer satisfaction rates. Also, CMOs should regularly conduct sessions with their teams and stakeholders about where they could benefit from some tech support. Also, if they find any gap in the current martech stack, it is time for them to invest in a new solution.
Empower the team
Planning out their capabilities, writing cross team briefs and reviewing the tech stack may not be very exciting but unless the process, people and tools are in place, CMOs won’t be able to deliver expected results. Hence, CMOs should frequently review their marketing operations; and take the time to assess if everything is aligned. This way, their team, stakeholders and customers will benefit from their efforts.
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