Marketers are trying to realize their ambition to create meaningful and personalized experiences, but the way they work is holding them back. There is a fundamental disconnect between how marketers think and how they work that has reduced their ability to create coordinated customer experiences, ensure the happiness of their teams, and continuously improve the overall effectiveness of their work.

Marketing campaigns are the kernel of marketing, but in today’s environment campaigns are treated as tactics, not strategy. This results in “random acts of marketing.” In a nutshell, random acts of marketing happen when marketing organizations don’t invest enough time and effort into orchestrating their planning, omnichannel collaboration, content creation, compliance review, and approvals. This is where their processes are breaking down. We consistently hear from our customers that their broken marketing process is leading to broken customer experience.

It doesn’t have to be this way. Marketing departments can rethink what marketing should be and how to execute it, but first they need a process that is built for them that can help translate their strategy into action. This can be achieved in three ways:


1) Make a Strategic Shift

Marketing leadership must make a strategic shift towards planned initiatives, rather than reactive request management (from sales, for example) as they look to produce a higher volume of content in a shorter time span.

2) Implement Agile Marketing Principles

Agile marketing practices must be adopted and marketing should be centered around customer segments – rather than generic, channel-based messaging. This ensures that a single customer does not receive conflicting or duplicate messages – and that the content that they receive will be tailored to resonate with their wants and needs.

3) Formalize Your Marketing Operations

Marketing organizations must also formalize their Marketing Operations function is in order to drive greater efficiency with their marketing initiatives. Marketing Operations to connect a team’s marketing efforts and spend with their entire ecosystem to truly make things work and understand what works. This includes content marketing tools, marketing automation tools for lead scoring and CRM tools, and many others


Taking this three step approach helps marry strategy and execution. Orchestrating the entire marketing lifecycle improves visibility, alignment, speed, and governance. Orchestration also involves connecting marketing efforts seamlessly to the SaaS platforms that marketers rely on everyday allows organizations to connect their strategy and planning to the distribution and data analysis channels of their choice.

At the end of the day, there should be continuity throughout your marketing lifecycle. You need a system that connects all of your teams, markets, brands, and channels to properly plan your projects and initiatives. It creates a level of visibility that allows your organization to create content, collaborate, and track all of the work to completion while ensuring it all aligns with the strategic plans that were set.