Multi-channel-campaigns, aligning collaborating departments as well as service vendors, and the pressure of constantly measuring your success against your strategy and goals. How to confidently navigate the ever more complex waters of modern marketing project management? First, start thinking of it as an integrated process rather than a string of projects …
While many companies have been working with marketing planning software to assist their campaigns, it is still all too easy to get lost between too many communication lines and inefficiencies due to isolated efforts and dispersed documents. We took a look at the main challenges in the way of streamlined marketing management, and how a different mindset and the right marketing software can help tackle them.
How to streamline your marketing management in 4 steps.
1: Think Process, not Project
In many companies, marketing is approached as a string of projects, also promoted by legacy department thinking (Marketing vs. PR vs. Sales). This leads to inefficiencies such as redundant work and incomplete or insular data bases.
But events, newsletters and product collaterals are recurring projects, with different channels linked together in one overarching marketing process. With a marketing planning and organization tool like MARMIND connecting all relevant channels, you can standardise processes and centralize data bases.
Each contributing team member knows their individual to-do list, can keep an overview and has access to the latest information, data bases or collaterals, which minimizes mistakes while saving time and money.
2: Steer Clear from “One Size Fits All”
While everyone would agree that marketing projects can differ immensely from each other, for example events vs. online vs. print, many project management tools still use a ‚one size fits all’-approach, without taking into account channel-specific characteristics.
Choosing a marketing software solution that allows tracking of channel-relevant key figures, such as impressions, interactions or conversions, the integration of leads, costs per lead, or the ROI, enables you to successfully plan, execute and track multi-channel campaigns, with appropriate key figures.
3: Take Your Partners on Board
Marketing processes engage a variety of contributors from different internal departments and external professionals such as agencies, printers or freelance creatives. A lack of communication often leads to redundancies or an internal solution which excludes project-critical external collaborators.
Make sure to take both your internal and external partners on board with a process software that enables to include them into selected workstreams and add vendors to the team, granting them targeted access to relevant projects. Thus saving time on approval and alignment, keeping your processes simple, efficient and transparent.
4: Keep the Big Picture in Mind
How do your campaigns tie in with the overall marketing strategy? Do they actually feed into the greater goals? And who makes sure that campaigns are regularly aligned with the overarching strategy? Too often, these questions are forgotten over the excitement about new channels and new campaigns.
In order to promote the consistent perception of your brand along the customers’ journey, a marketing process management system needs to support you not only in defining goals but also in breaking them down to specific actions. Sub-goals and trackable key figures should be assigned on every operational level, so they can be aggregated and fed back to the management board for further strategic alignment.
This is to make sure that every task that team members perform is part of the big strategic picture.
To make marketing campaigns more efficient, consistent and in line with the overall strategy, the project-centric mindset requires a shift towards a more process oriented approach. It also needs the support of a marketing management software that
- provides an overview on all activities
- is inclusive of all internal and external contributors
- promotes better management decisions by comparing and benchmarking across products, target groups, channels and campaigns.
If you are still planning your marketing using Excel we recommend to read the article “business software vs. excel – 6 valid points“.
More Info and Resources
Forbes Article on Marketing Process Management