InsightIQ Blog

Process - the often forgotten component of marketing

Aug 10 2009

Process is often a forgotten component of marketing. When it comes to marketing a lot of effort and time is spent on key issues of deliverability, targeting and relevance, but a key ingredient to success of marketing program is process. In most cases the lack of process is highlighted when a mistake occurs and in this era of digital marketing it is usually visible to all of your customers and prospects.

By establishing—and sticking to—a well-defined marketing process, organizations can greatly reduce the chances of an embarrassing mistake. Here are some suggestions:

Establish a clear marketing calendar and a work flow of events. Use a planning or MRM tool for streamlining the process from inception to execution
Develop an automated workflow approval process
Establish a repeatable process for gathering information, testing, gaining necessary approvals and launching the campaign and consistently refine the process

All of these steps should be managed using a centraliazed MRM platform that can automate a lot of the processes for smooth execution.

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Ram Krishnamurthy
Senior Manager, Professional Services

Ram brings over 10 years of consulting experience to Quaero's Marketing Services Group. His expertise includes database marketing, campaign management, marketing solutions technology, marketing analytics and data…