Editor’s note: this article was originally published on MarketingProfs.
Picture this: You have somewhere to be, and you have to get there fast.
But your car has a cracked windshield, a broken steering wheel, and a jammed gas pedal. You’re missing basic-yet-critical needs — your visibility, your control, and your acceleration.
This is the reality that today’s marketing teams live in. Much like the car, the tech stacks of most enterprise marketing organizations often withhold those fundamental team needs — visibility, control, and speed.
And it all comes down to stack disparity.
As marketing has evolved into a team of specialists, and as these specialized skills and functions have grown (e.g. brand vs. product vs. demand, etc.), the channels, processes, and tools engineered to support them have also exploded, creating significant complexity. This has manifested into an over-investment of point solutions, disconnected workflows, decentralized repositories, lack of KPI reporting… the list goes on. While legacy software categories (traditionally designed for a specific team, function, or purpose) have evolved to a degree, they often omit or lack features in key areas. The problem, of course, is that these gaps result in major silos — team silos, process silos, and data silos — and create inefficiencies (or inabilities) in planning, executing, and measuring marketing.
Today’s tech stacks feel more like a set of sidecars that have been hitched together that, in theory, should contain all the moving parts and mechanisms that a complete vehicle needs to operate. The point is, it’s far from the luxury sedan that’s been designed, engineered, and built with seamless purpose: all crafted parts working in unison and precision for a flawless experience.
Today’s marketers have a lot on the line. They need the sedan, not the piecemeal approach so many marketing departments are forced to take. The question is: How best to get them there?
Marketing Orchestration is a strategic and differentiated approach to execution.
It’s not linear and sequential like project management, but rather a set of processes within a process. And it focuses on bringing together the core tenets of marketing (teams, content, channels, integrations, and data) together to ensure a harmonious relationship and facilitate visibility, control, and speed at every phase of the journey.
Marketing orchestration platforms do exactly as it sounds — help orchestrate the marketing strategy — either by providing the functionality natively so that campaign planning and execution can happen in the software, or by delivering the right integrations to help transfer data and content at the appropriate phases of this continuous process.
Here are 5 reasons why adopting this philosophy is critical for today’s brands:
1. Successful execution starts with proper alignment of resources.
Teams need the ability to set and share a global (or cross-functional) marketing strategy and ensure their colleagues have visibility into what’s happening, and when. Additionally, marketing leaders need the control to strategically allocate resources (both people and financials) to ensure marketing success.
2. Accelerating campaigns and content creation is paramount.
With the plan in place, the work begins. But teams need to eliminate the common review/approval bottlenecks and process inefficiencies that so often delay them getting their work out the door and instead move seamlessly from planning to execution. Get work done fast and turn it out in a manner conducive to high quality.
3. As work progresses, the need for control only compounds.
Maximizing the strategic output of a team means having your finger on the pulse. It requires maintaining control across all of their marketing resources, content and creative assets, as well campaign spend and budget health. Without that visibility, it’s difficult to know what each member of your team is working on (as well as when and why), and what resources your team has at its disposal.
4. If you can’t measure it… what’s the point?
Whether it’s documenting and improving team efficiencies or understanding the performance of marketing campaigns and individual assets, marketers need the technology to report back on what’s working, identify what is not, and surface insights for ongoing optimization.
5. A connected stack is the key for true measurement and reporting.
Ultimately, disparate technologies are the biggest culprit of process inefficiencies and data silos. Teams need to be able to seamlessly connect tools to drive better processes, synchronize the flow of work/content, and improve reporting. If systems do not speak the same language, how does everything come together to paint the bigger picture?
Fortunately, marketing orchestration brings everything marketers need together to run all of their marketing, better — with unprecedented control and visibility across every phase of the process. Because at the end of the day, we know marketers are motivated by delivering meaningful marketing; they want to delight the world and improve the future.
At Welcome, our mission is to build software that solves age-old marketing challenges with purpose-built technology — carefully designed for marketers, by marketers — so they can accomplish amazing things that matter.