Six steps to better marketing operations management

By Chetan Saiya (CEO, Assetlink Corporation)
Published by The Wise Marketer in June 2005.
A number of factors conspire against marketers these days, making it hard to execute, monitor, and measure marketing operations manually. Here, Assetlink details six steps to aid the troubled CMO...
Shorter product life cycles, simultaneous global product launches and increased focus on multi-channel, integrated campaign management are making it impossible to execute marketing processes manually. In addition Sarbanes-Oxley compliance is forcing marketing organizations to demonstrate transparency and accountability of their operations. As a result the CMO is challenged with instituting efficient and measurable marketing processes.
Culturally, introducing efficiencies into the marketing function is not easy. Marketing teams pride themselves for their strategic thinking and creative skills. Efficient marketing operations management (MOM) often takes a back seat. The problem is further aggravated by heavy dependence on external partners for advertising, promotions, creative design and production. Well thought-out change management practices, combined with the right technology, can help dramatically improve marketing efficiencies. Consequently, marketing teams become more available for greater strategic and creative thinking by automating mundane activities.