Today’s marketing executives live in a very dynamic business environment and face new and complex challenges. Among these challenges, there are three that I believe are most prevalent. The primary challenges facing sales and marketing executives today are digital integration, meeting marketing ROI objectives, and customer experience.
Let’s take a closer look at what’s involved with each challenge.
Challenge #1: Digital Integration
The reason digital integration is such a challenge is because marketing operations leaders are often not up to speed on the technology needed to fully bring their organizations into an optimized digital environment. Digital transformation is a necessity for B2B marketing operations and requires multiple marketing technologies.
Challenge #2: Meeting Business ROI
There is often a critical gap in business accountability when it comes to marketing operations. However, with increasing availability of financial metrics accountability, the position of the marketing executive has now become more and more relevant in the boardroom. We’ve moved from marketing being viewed as a nicety line item on the budget to a powerful and far more respected driver and supporter of the company’s revenue growth strategy. Marketing is now considered a must-have for overall business success.
Challenge #3: Customer Experience
Marketers’ new battleground is customer experience. Businesses are now required to pay attention to the experience they are delivering to their customers and would-be customers. The reason? Good customer experience pays in a major, major way. Nothing matches the success of a good customer relationship, and today’s technology gives customers ownership over their experiences. So, smart businesses are responding by becoming far more customer-centric. This means their marketing operations are driven by corporate strategy and operationalized by people, data and technology. This combination delivers a customer-centric approach that delivers real business results.
To be a successful marketing executive, these three primary challenges must be faced head on. This will enable you to transform your marketing operations into a strategic one that is primed to meet today’s challenges with forward-thinking, effective solutions.
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