Marketing Governance

Unlike many C-level executives, Chief Marketing Officers (CMOs) are without commonly accepted strategies and routine performance measures. This may be in part why CMOs so often dont get a seat at the executive table and incur such high churn. So whats a CMO to do? In this 

If you are going to deliver Operational Marketing Excellence in your business you need to get your technology implementation right.

Here are the top 10 critical moves you should make.

Operational Marketing Excellence doesn’t come easily; it takes time and demands that you change stubborn habits, overcome emotional barriers, and mend broken processes. Software-vendor Aprimo has some top tips.

Take the stairs instead of the escalator or elevator and feel better”, is one of the favorite quotes of healthgurus. But we dont like it and few people actually follow that advice. The Fun Theory by Volkswagen has the solution. Make it fun, and change is around the corner

Between 20% to 40% of the things done in marketing don’t serve any strategic value. Find out how to overcome this problem so that everyone is clear about what they need to be doing and why.

This video tells you more about it.

With Elateral, the solution is only a url away.

A large chunk of big businesses marketing budgets goes into localizing marketing material. This can take up to six weeks to produce, precious time that eats up your speed-to-market. Software vendorElateral offers software solutions for large marketing organizations, where speed is key. Global businesses can speed up the design and production process with this web-based marketing tool, which promises to reduce the production time from weeks to minutes.

. .

Its virtually impossible to watch what everyone in the world is doing with your brand. How theyre interpreting it. Whether they are following your guidelines properly.

Marketing software vendorPapirfly is a bit slow to come to a solution to this universal problem in their video, but when they do come round to presenting their SAS online brand management center, it looks pretty good. Its not an all-inclusive Marketing Resource Management tool, but mainly focuses on content creation and distribution. Papirfly claims to halve the amount of time spent on creating and distributing marketing materials and eliminate brand inconsistency. And ROI should improve within eight to ten months.

If the solution is just as clean and simple as their video, it should be a useful little tool for marketers.

.

. .

Save time managing media, spend time being creative.

Weve seen quite a few vendor videos for Digital Asset Mangement (DAM) solutions, and heres yet another one. OpenText Media Management 7.0 is specifically designed for use in creative professions such as marketing, broadcasting and publishing. These industries make heavy use of rich media content such as photos and videos, and a well organized digital asset library is crucial for a speedy prodution process. Whats more, this solution allows you to transfer content into different formats as required for tablets, e-books, mobile devices and the like.

The OpenText DAM includes several modules: for brand management, media management, text management, video management, for example. All in all, it looks like theyve got most rich media covered. .

. .

Salesforce.

This cloud-based dashboard is a central place where everything you need to run your business from contacts and accounts to sales deals and documents is stored. The demo below shows a clear, clean, easy-to-use system, which incorporates email, leads, accounts, and contact information. It seems that Salesforce also took a few cues from Facebook and Twitter: the system features a sort of Twitter feed that automatically creates new status updates when something is changed in a project. You can follow your colleagues and stay up to date about your assigned projects, without having to CC everyone every time you send an email. Nifty. .

. .

You control your brand, its assets and its information with just a few clicks. MRM vendorBrandworkz demonstrates its features in this (rather modest) video. It covers multiple areas of the marketing production process, from production to reporting. Customizable for each organization, it includes web-to-print, an extensive DAM function with access rights, a planning and workflow tool and a reporting function.

Brandworkz promises to increase brand consistency, quicker time-to-market, and fewer man hours required to do the same tasks. The system looks fresh and easy to use, but this video also create the impression that the benefits will are attainable by simply implementing a marketing software tool. And thats not true. While a well-oiled marketing system is certainly a requirement for a smooth marketing production process, it must be backed up by a solid organizational structure, with clearly defined tasks, roles and responsibilities. .

. .