82016FebruaryBy Brian Miske, CMO, KPMGIssues Impacting Marketing TechnologyTo get a better perspective on the issues impacting marketing capability, we need to look at the role that Marketing needs to play in organizations today. Now and for the foreseeable future, organizations will be in a continual state of reflection. They're battling against a market in near-constant disruption. They're looking for new ways to inspire, lead and shape the right team members to bring strategy to life. In this context, Marketing, with its foundation of customer insight, has the opportunity to provide true value to the business. The four things marketing has always handled haven't changed: Know the customers, industries and markets the organizations serves Define what to market and how to market it Protect the brand promise Measure and act upon insightsWhat's new is Marketing's broader role: shaping conversations inside and outside of the organization to strengthen relationships, increase revenue and elevate the brand. Today's audiences -- both internal and external -- are pressed for time and overloaded with data. In short, they're demanding less talk and more quality ­ and therefore companies need to pay close attention to the quality of the conversations they're having with these audiences. This is where Marketing can truly shine ­ first, by bringing the brand and business strategy to life, and then by enabling the right conversations with all stakeholders. To accomplish this, Marketing needs to promote and prioritize investments enabling market conversations and the customer's journey. Implementing Marketing InitiativesToday, the overriding principle for organizing Marketing work is what I call the Editorial Mindset. In short, a marketer needs to think and act like a managing editor ­ programmatically shaping the flow of content to the organization's audiences over time. The Editorial Mindset requires marketers to measure both outcomes and outputs... Output metrics for understanding and tuning marketing efficiency and effectiveness Outcome metrics related to the strategy set in place by the business, and the market at largeModern Marketing Is Critical Understanding Your Market, Industry and Customers is paramount to the competitiveness and success of the organization. True understanding requires marketing to build capabilities in two non-traditional domains: marketing technology and data analysis. It is all in the preparation ­ understanding the dimensions of the market as well as how success will be defined creates focus. Without focus, marketing programs are reduced to "random acts of marketing". CRM Mindset- CRM is putting your customer at the heart of your business. CRM has historically been considered as a technology, but it is about much more than just that. Consider: our goal as marketers is to acquire, grow and retain relationships with clients and future clients to create sustainable value. How our clients define and value those relationships will vary. Today, with the support of CRM process and technology, marketers can now have a 360-degree view of the client. This will give us insights to improve the quality and satisfaction of each client interaction ­ and the client relationship as a whole.The CRM Mindset requires a strong partnership between Marketing and IT. Both functions share accountability for strengthening the client's perceived value of the relationship with our brand. Shaping the Client Experience- What conversations are you creating to break through the haze of content? Today, our clients Today's Marketers Need to Shape Client ExperienceBrian MiskeIN MY OPINION
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