Change your marketing operating model to drive efficiency and greater ROI
Achieve marketing operational excellence and efficiency through defined, scalable processes and ROI-led marketing investment structures.
Overview
Most organizations dream of creating a one-to-one connection with their digital customers, but how can you make it a reality?
For the past two decades, marketers have been evolving toward one-to-one marketing communications. Yet many are still struggling to realize the vision at sufficient speed and scale. The effort, the time and resources required are simply not sustainable.
Next-generation marketing operations require both a reorientation of the business with an updated operating model and a flexing of the platform with new technologies. Think robust, scalable and fast. To get there, marketing organizations must make changes across four key areas of the marketing operating model: processes, technology, organization/people and governance.
LEARN MORE BY DOWNLOADING THE PDF. MARKETING OPERATIONS: PERSONALIZATION IN SIGHT [PDF]
Specific Services
To realize the next generation of marketing communications you need both an updated business operating model and a platform flexible enough to handle new technologies. Accenture can help you with the following five key areas of marketing operations:
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Defining the process
This service helps you create a standardized and industrialized set of marketing execution processes, so you no longer suffer slow cycle times or high labor costs. -
Aligning roles
Once roles and responsibilities are aligned within your organization, you’ll no longer miss opportunities to streamline work efforts, capture economies of scale, and use leading practices holistically. -
Applying technology
MRM (Marketing Resource Management) software enables improved workflow management, increased marketing spend management and visibility into the operational metrics. -
Ensuring governance
Empowered Governance structure provides the necessary stewardship and decision-making capabilities to sustain success. -
Content platform and distribution
Ensure the right content reaches your audiences using our Web Content Management Systems (WCMS), hosting service and platform enablement. As well as content migration strategy and execution, we also offer distribution and mobility services, portal management, and presentation layer and interactive design.
Case Study
Improved marketing operations to become a leading e-retailer in China
A large Chinese online retailer wanted to improve its marketing operations, sales and customer loyalty to achieve its goal of becoming a leading e-retailer in China.
To help the company better understand its customers and influence buying patterns, Accenture enabled the company to get a holistic view of customers’ activities and preferences. In addition to collecting and analyzing customer data, Accenture helped the company to re-organize themselves to best convert insights into actions quickly.
Multimedia
Digital Domain Mastery
Watch and listen as Mike Sutcliff, Chief Executive – Accenture Digital, describes the impact of technology on our lives, and how large companies are using their size, scale, and skills to move from being disrupted to becoming digital disruptors.
Why Accenture
With a high-performing operating model and new digital marketing capabilities working together, organizations can achieve the personalization goals at scale that have eluded many for years. It’s a big responsibility—an art, a science and a balancing act between too generic and too personal—but personalization powered by streamlined marketing operations is the future of marketing.
There are exciting opportunities for marketing organizations that rethink how they work to become more efficient. Talk to us and we’ll assess where your organization is today, create a capability blueprint, and develop a road map for change.
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