Marketing Operations Process Consulting
Marketing efforts are in constant flux, but the business processes behind them can be smart, sturdy, and efficient.
Pinpoint’s Marketing Operations Process Consulting Services help you ensure that your marketing processes fit together, run smoothly, and fulfill your company’s goals. We’ll start by assessing your current state against best practices gleaned from hundreds of clients across 15 different industries. We conduct this assessment by looking end-to-end, from strategy through execution to measurement. Our goal is to help you operate better, every day.
Evolution Is Better Than Revolution
Small process adjustments often can achieve large payoffs. Where appropriate, we’ll utilize Marketing Operations Management (MOM) software technology to help streamline your marketing processes, increase information flow and improve quality.
Our focus is on empowering each marketer by providing them with easy access to the information they need to properly perform or manage their segment of the overall process. But we’ll also provide marketing management with the information about workflow across their organization that’s vital to good decision-making …enabling them to meet increasing demands with flat or declining budgets.
Benefits Of Pinpoint’s Marketing Operations Process Consulting Service –
- Reduced cycle time
- Improved productivity: fewer meetings, less time wasted waiting for information and less rework
- Improved quality through increased use of standard practices throughout the organization
- Improved access to the information each employee needs, when they need it
- Improved management visibility into financial status, resource utilization and project status
Process Optimization
Marketing Process Optimization & Automation
If your core marketing processes are sub-optimal, no amount of IT can make up for it. Our Marketing Process Optimization Service gets at the root causes.
When not managed, business processes evolve over time to become inconsistent across marketing teams, products, customer segments and channels. Some specialization is important, but unique processes for each team within a marketing organization is sub-optimal.
Further, very often we find that marketing organizations have only a high-level or piecemeal understanding of their current processes; and very seldom have those processes actually been documented. Each team knows how they do their job, but the big picture of how each team’s processes fit together is typically not well understood. This lack of overall understanding is a barrier to process improvement.
Comprehensive Process Understanding
Pinpoint’s Process Optimization Service starts with comprehensive process understanding. The task of current process discovery surfaces the pain points and inefficiencies latent in the organization. We document current processes in end-to-end fashion across departments and teams.
Using the current-state documentation as a baseline, Pinpoint’s Process Optimization Service proposes improvements, by:
- Assessing current processes against marketing best practices
- Identifying efficiency gaps and streamlining opportunities in current processes
- Filling those gaps by augmenting processes with steps from our best-practice library
- Introducing standardization of tasks and work products across teams where appropriate
- Proposing additional processes to be assimilated by the organization over time to promote continuous improvement and move toward best-in-class marketing
Benefits Of Process Optimization Include:
- Reduced cycle time for marketing projects
- Improved quality through increased use of standard practices throughout the organization
- Improved management visibility into project status and process/resource bottlenecks, leading to better prioritization and budget allocation
Marketing Process Workflow Automation
Your Marketing Department Is Truly A Production Facility
Deployment of today’s complex multi-channel marketing programs requires substantial coordination across not only marketing teams, but typically across other corporate functions as well. From strategy to creative development to targeting to communication via print, web, phone and other channels, each marketing campaign typically follows a complex workflow involving separate tasks by specialized teams, gaining approvals by legal, sales and customer service along the way.
With sometimes hundreds of campaigns executed each year and dozens in progress concurrently at any one time, keeping the work flowing between the various teams is a constant challenge. Traditional project management approaches help address this challenge, but can add considerable human resource overhead to already thinly-stretched budgets. Implementation of workflow automation relieves this pain by allowing all marketing professionals to focus on their marketing specialty, rather than spending a significant portion of their time on project coordination.
Address The Challenge
Pinpoint’s Marketing Process Workflow Automation Services address this challenge by implementing Marketing Operations Management (MOM) technology from leading companies such as IBM, Aprimo and SAS. Our services include the development of process workflow templates customized to your organization’s optimized processes, implementation of digital asset management repositories, integration of budgeting and financial management functions and tools between the marketing and finance departments and the deployment of workflow automation across your organization.
Benefits Of Pinpoint’s Marketing Workflow Automation Services Include:
- Enforcing process standardization with managed use of process customization
- Providing automated notifications of past due, current and future tasks
- Presenting a structured, prioritized task list to each team member
- Creating a central repository for information created and used throughout the marketing process, which...
- Eliminates searching through emails
- Ensures everyone is working from the latest version of each document
- Significantly reduces phone call and meeting time
- Providing accurate tracking of cycle time and resource time by task and project, thus enabling improved process and resource management
- Providing up to date and easily accessible budget and actual cost information to facilitate financial management for marketing
Process Roll-Out
Process Change Depends Completely On User Adoption
Process change is invariably difficult, and nearly impossible to achieve without the assistance of an external agent to drive the change. The level of acceptance of any change varies greatly from person to person within each organization; however, for change to be effective it must be fully adopted by every team member. Countless business process consulting projects never provide any business value because full roll-out and adoption is not a priority of the project.
Achieve Full Adoption Of Process
Pinpoint’s Process Roll-out Services focus on achieving full adoption of process change by every affected process participant. Because our service is in all respects a project, we’ve borrowed the methodology of change management from the project-management discipline, and we implement it via ongoing communications …from the beginning of design and continuing through full user adoption.
In fact, our complete focus is on user adoption. That leads us to employ…
- Extensive participation by affected team members throughout the process design portions of a process change initiative
- Small group review sessions to educate teams on how the process changes specifically will affect their projects and tasks
- Customized training in new processes and use of automation tools in your organizational context
- Heavy use of desk-side mentoring to identify and overcome barriers to adoption on an individual-by-individual basis
Let’s talk about how your martech can do more for you.