How a well-oiled marketing operations machine drives business forward

It’s more than just panels and automation – a look at the market access strategy and empathy with the marketing team is essential.

With so many changes affecting the marketing teams in the industry, the key is to adapt internal strategies to be more agile, efficient, and more in line with the organization.

“There’s more pressure than ever for every dollar we invest to have the biggest impact on what we’re trying to achieve with our marketing efforts,” said Jenifer Salzwedel, senior director of marketing and training operations at Poly, a technology sales company. . . cooperation. “We are constantly planning the next big thing that needs to be done, and in the planning, we absolutely need to figure out how to get these plans going quickly.”

Marketing activities such as mission control

In Poly, the marketing activities are set up as a center of excellence, enabling the group to be agile to change equipment at every organizational change, at every urgent business opportunity, and even in the management of the systems that are always present. the team depends a lot.

“We are indeed behind the scenes to solve difficult problems and ensure that our marketers are prepared for successful missions,” Salzwedel said at the recent MarTech conference. “And if it does not go according to plan, we are the team trying to solve these problems.”

One of the ways Poly has managed to be so mobile is thanks to the fundamental data structure that includes not only a single source of truth in its project management platform, in this case, Workfront, but also the robust taxonomy I offer. to organize work.

“We highlight our work so that different cross-functional teams, or producers, have specific visions for it so that they can immerse themselves in how we organize our work and make decisions based on these visions,” he said.

The company also uses shared calendars and multiple report views for specific teams.

A specific report shows the project manager’s rate to a traffic manager. Therefore, the traffic manager can see at any time when it appears that one particular project manager has a lot more work than the others. This gives managers the opportunity to better balance work.

Efficiency + speed

“I think if you invest inefficiency, you will get a quick return,” said Salzwedel.

To do this, you need a way to manage priorities and, therefore, a mechanism for measuring priorities. Poly uses several panels and registration forms on its project management platform for this.

Another way to improve effectiveness is to look at integration opportunities in your marketing stack.

“Two of the most important integrations we have implemented in Workfront are the Adobe DAM integration, which gives our manufacturers a smoother version design and finish, with a number of benefits. And the second is with our translation memory provider. So, you can imagine that location automation will be a key role for our global team.

Automation can also guarantee efficiency, although Salzwedel has warned you.

“We spent a lot of time automating workflows where it made sense and making sure that the net time was available to let manufacturers know what was ready,” he said. “We don’t overwhelm them with these big to-do lists … we are concerned with thousands of things to come.

Salzwedel said it is also important to empathize with the team that supports the business unit when it comes to cross-functional teams.

‘We were marketing experts and we had a passion for looking at things scientifically and we wanted to study the results. We have a lot of empathy for marketers who speak their language, “he said.

Coordination with teams

To begin with, Poly’s work to create a broad taxonomy to organize work into categories was the basis for better alignment.

We work closely with our experts to identify marketing goals and initiatives in your language. If there is code for a project, we will use it. If there is a special way of thinking about how to reduce and reduce our business priorities, we will use it. It makes a big difference to speak your language and put it in your hands, ”said Salzwedel.

But it is also essential to have a model of priorities that not only aligns with the market strategy but takes into account the strategy put in place by the executive leadership.

One way to do this is to create a view that follows how resources match your priority schedules.

“This is an excellent goal for us and as a balancer to ensure that we dedicate our efforts and resources to the things that matter most to the company,” he said.

Translate »