Published

The New Rules of Marketing Technology and Operations

If you can effectively cover the grid of these underlying 5 forces (centralize, automate, decentralize and humanize everything, and embrace continuous change), you can bring tremendous leverage to the marketing technology and operations of your organization.
#customerfocus

Share

Marketing technology and operations have become a pillar capability of the modern marketing organization. Leaders of this function sit between two layers of marketing: high-level marketing strategy and vision above, and on-the-ground marketing and customer experience delivery below. Sandwiched between these two layers is an opportunity to shape marketing’s capabilities and culture to your competitive advantage in the customer experience economy. Here is a framework that captures the essence of this role, explains the forces it must manage, and offers some guidance in how to manage them. Read more

RELATED CONTENT

  • Marketing: New World, New Rules — Think Fast

    No matter what approach you use to evaluate your marketing, you have to be willing to act. If something is working, keep going. Things that sort of work may benefit from tweaking and further testing. If something fails out of the gate, abandon it — fast. It’s time for a new marketing scheme—one that is digital, agile and tested. We’ll focus on digital marketing and failing fast. Innovate, experiment, reevaluate, and repeat with these easy steps.

  • Increase in Technology Also Increases Communications

    The speed of technology is causing ripple effects in the global manufacturing community from production all the way to market. Technology is advancing forward exponentially. As a Group Publisher, it is my duty to push the manufacturing audience with information and knowledge that will support them in their quest to be the best manufacturers they can be, using the latest delivery tools.

  • Your Media Representative – Feel the Love

    Thank goodness I was taught to have a different attitude about space reps at my very first agency job out of college. Here are just some of the many things I’ve learned – and am still learning – from media representatives during my career in manufacturing marketing communications.

Gardner Business Media - Strategic Business Solutions