Marketing Transformation

Clarifying the clutter

Accenture and Salesforce

No matter the industry, meaningful experiences, strong engagement and customer satisfaction flow from customer data and insights. So the fact that 57% of marketing executives admit they often don’t have the data to understand customers or anticipate their needs is no small issue. It’s an existential problem.
Why is the thing that marketers need the most so elusive?

Marketers are stuck in the clutter from the haphazard way that marketing organizations have evolved in the digital era. Nearly 70% of marketing executives say that the past year has completely exhausted their employees.

It’s no wonder.

The pressure is on marketers to collect, connect and stay current on customer data to deliver business value. But the collection of tools, competing priorities and ingrained ways of working makes it very difficult to modernize how marketing works.

Getting the data house in order

Yet one group of marketing executives—Thrivers—has cut the clutter. They deliver superior revenue growth, profitability, customer satisfaction and their teams are invigorated. It’s possible because everything that Thrivers do comes back to how well they continually collect data, extract insights and act on them in a timely way to deliver data-driven experiences.

Marketing leaders should take their cue from Thrivers. This means decluttering how customer data is managed. Doing this takes a mindset shift. It also takes a technology/experience platform that provides an omnichannel view of customers and an ability to orchestrate experience in a seamless fashion. Salesforce is key to helping marketing organizations deliver data-driven customer experiences that delight.

Continue the conversation at #CNX22

We are excited to feature Clarifying the Clutter at Salesforce Connections, June 8-9 in Chicago.

Data disarray is a big problem for marketers today
Marketing organizations have always struggled with customer data. They don’t connect anonymous to known data and are losing opportunities to derive signals and patterns that drive better experiences.
While 82% of marketers have data from more channels than they did two years ago, it’s no surprise that more than half admit to a data gap. This data gap is a liability. It creates a clutter of ineffective marketing activities in its wake. Case in point: While there are a host of critical KPIs, Thrivers tell us that customer satisfaction is their top criteria for success. But marketers can’t truly satisfy customers without data insight into who they are and what they want. This is especially true now. After all, the customers that companies knew before the pandemic behave differently and value different things.

Standout marketers are getting creative about how they collect data themselves. It’s no longer enough to know a customer’s name, email and purchase history. The holy grail is “golden data”—hundreds of insights about customers so that marketers can truly tailor experiences.

Start with the right platform
Build from there

Most marketing organizations (85%) plan to or have invested significantly in new technologies to keep up with data volumes. Those that have selected Salesforce solutions have a platform to collect, deduplicate and build the richness of customer data attributes. But the platform is only part of the solution. It must be grounded with effective data management, governance and data integration upstream and downstream. Data democratization is also essential so that marketers don’t need a data science degree to understand what the data is telling them.
Experience is everyone’s responsibility
Enriching customer experiences means unifying data to create a single source of “golden” truth serving marketing, sales and service that informs all their activities.
Just 33% of marketing executives strongly agree that their marketing organization has successfully collected data from other functions to construct a holistic view of their customer. Why? They either lack a customer data platform, have not defined necessary business processes or data governance—or both. This makes it nearly impossible to create relevant omnichannel experiences.

Execute at scale

Accenture's global execution services—coupled with SynOps, our marketing automation tool can help boost the potential of a Salesforce-powered ecosystem to drive seamless cross channel experiences at scale. The technology can help marketers master omnichannel marketing by connecting and continuously improving physical and digital experiences through a virtuous loop of insights. Digital-to-physical or physical-to-digital and back again is totally seamless. This is incredibly powerful considering customers’ expectation for boundaryless experiences.
Data-driven marketing can drive growth
Marketing organizations are notoriously inefficient. Most work with many agencies and are investing in tool after tool, which adds complexity, rather than addresses it.
Getting more control of customer data can help marketing organizations transform marketing execution. Leaders can use data to prioritize where they direct time, money and resources for more creativity, innovation and business growth. They can also pinpoint the best ways to use automation and ecosystem partners to work at speed and scale while keeping internal teams fresh and inspired.

Rewire how marketing works,
Rely on one platform

Marketers have sought out technology for speed and scale. The irony is that for many, technology has contributed to their execution challenges. They are often grappling with a patchwork of tech tools that go unused or become out-of-date. However, Salesforce can help to simplify architecture components and help enable standardization with only a few major platforms. It can help marketers develop a “brilliant basics” approach through industrialization.

How to power data-driven experiences

To make the most of customer data and insight, marketing organizations must change how they work with the business. This starts with the CMO working as the CEO of customer data—setting priorities like a data company would.
Marketing shows its value. The CMO must take responsibility for educating the business about the value of data-driven marketing—and why this model is advantageous for all.

A new operating model. This digital shift forces the C-suite to think about new roles like chief digital officer and chief experience officer that impact the CMO’s remit.

UX design is a priority. Experience design is currency when delivering for customers and it must be continually evolving, informed by a closed loop of consumer feedback.

Double down on digital. CMOs need marketers to be digital evangelists who know how to operate in this new world—that includes understanding customers’ digital lives.

Share data, start small. Modern marketers don’t have to be data scientists, but they need some data skills to stop the clutter from reappearing once it is under control.

Let data guide business. Everyone should obsess over returns on data. This data should help make the business case for all marketing initiatives.
Marketers make meaning of products and services for customers. But this can’t happen in a vacuum. That’s where the power of Accenture and Salesforce comes in. Combining strategy, execution and technology, we help marketers harness customer data and reimagine experiences to ignite growth. Let the decluttering begin.

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