To put it simply: Keeping up with marketing momentum is difficult. The need to not only keep up, but stay ahead of the competition and internal demands reinforces this. For a marketing department to recognize this, and step back to take an honest look at their position on a marketing maturity curve is vital.
There are various stages of maturity when it comes to content, technologies, and the implementation of marketing strategies & tactics to execute. Most often, higher maturity equals more impact. The more impact you make in the business ultimately equates to a higher budget and mores resources given to your marketing team.
As with most things, figuring out where to start is often the hardest part. For those at the lower edge of the curve, this doesn’t mean that your marketing is ineffective or that it’s lacking value to those that engage with it. More often than not, it simply means that there is a lack of strategy, suffering from the age old symptom of siloed teams or inability to justify the ROMI (Return on Marketing Investment).
In order to create positive movement up the maturity curve, you need to start at the beginning and ensure you have the strategy and components to tactically execute through:
- Marketing operations
- Reporting and analytics
- Channel engagement
- The customer journey
For modern marketing teams, this often means breaking down and subsequently rebuilding processes & technology to allow a new strategy to improve maturity. It also involves the analysis of people that execute day in and day out to expand their skills outside of marketing. From familiarity with technology to customer relations, and from strategy setting to including the entire customer experience. This generally requires increasing collaboration & communication between Marketing and IT.
No matter where an organization’s marketing falls on the maturity curve, the goal is to engage customers and drive results, always. At the center of all marketing endeavors is the customer experience. To see where you fall in the marketing maturity curve and to learn more about what Xede can do to increase your marketing, download our infographic.