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
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
-
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.
-
Mistakes Google Doesn’t Like and How to Stop Making Them
If you publish the best, most relevant content to searchers you most likely will see your pages’ rankings improve. Here are five common reasons pages don’t rank higher — and what you can do to change that.
-
Life On Deadline
EVP of Content and Web Kate Hand on building an unexpected career at a place that values balance.