We’ve been hearing the words ‘consolidation’ with unsurprising frequency from our clients over the first few months of 2023. There is a hearty appetite to ensure a return not just on investment but also in the efficiency and effectiveness of team performance.
What hurdles are faced?
Of course, the recipe for this return can be more challenging to produce than anticipated. Time prioritisation, process adherence, supply chain overview, Martech management and people skill gaps seem to be the main hurdles regularly faced.
AAR’s excellent Marketing Eco System report [1] from 2022 clearly highlights that these issues should not exist in separate silos but link together holistically to produce a greater sum of the parts. With 75% of CMO’s stating that effectiveness is restricted due to their current processes, it seems that there is work to be done to achieve the efficiency and effectiveness end goal.
So where to begin that work?
Well, getting all of one’s ducks in a row provides a decent launch pad. In a recent conversation with a senior CMO the phrase ‘80% plan and 20% wiggle room’ was used when it came to outlining how they approached Marketing Ops in their organisation.
Interrogate the challenges
But building that ‘plan’ requires investment. It requires the allocation of time and resource to interrogate what challenges prevent achieving as close to maximum efficiency as possible. Watching, listening and learning to identify the best way to align people, simplify process, automate systems, and streamline supply chains. Asking the ‘why’ questions before looking to the ‘how’ answers.
However, this work is often overlooked due to the busyness of business. Which is, of course, a paradox when it comes to maximising efficiency and effectiveness. The dictionary definition of consolidate is “to cause something to become stronger.’ I would suggest that brands cannot afford not to undertake the time to investigate whether their operations are running as close to optimum as they should be.
Achieving return on investment
Having an appetite and enjoying a meal are two completely different experiences. Only the latter makes you stronger. But it involves investigation, preparation, organisation, the bringing together of individual ingredients and implementation. That is the only way to achieve the best return on your investment – whether lunching or operating!
theSPC
We supercharge marketing operations and supply management to make them seamless, cost effective and sustainable. So marketers spend their time and effort on marketing, not operations, in order to maximise the return on marketing investment (ROMI). Our focus is on enhancing your people, processes and procurement to ensure they are as efficient and effective as they can be.
[1] AAR The Marketing Ecosystem Blueprint ‘Unlocking innovation and driving growth’
March, 2022
