Process is at the Heart of Marketing Excellence

Process is one of the four pillars of high performing organizations.  Highly functional Marketing organizations leverage distinctive capabilities and processes to improve efficiencies and effectiveness. Firms with highly functional Marketing organizations experience more innovation, market share growth and profit.  Marketing’s value is derived from its ability to develop knowledge and skills that define market opportunities and design and implement the strategy that connects customers with products.

Planning, reporting, customer journey mapping, content creation, opportunity management processes – are all examples of processes! If your current Marketing processes are not effective or efficient, then automating them won’t improve anything. You’ll only be faster at following a bad process. In fact, adding new Marketing technology if you have broken or inefficient existing processes is a recipe for disaster.

Marketing like every organizational function runs on processes.

Processes capture the sequence of interdependent and linked procedures used to convert some type of input (typically Marketing inputs take the form of data) into an output.  Therefore, ALL work is process. You may not need technology to complete the process.  But you will ALWAYS need a process before you employ technology. There’s no value in automating a bad process, therefore, it is crucial to have quality processes. Trying to address and improve quality across all your Marketing processes all at once may not be feasible, so focus on the processes that affect customer behavior.  This is why process is a key part of our work and key to your ability to achieve Marketing excellence.

We categorize Marketing processes into two groups: processes designed to drive revenue by acquiring, keeping and growing the value of customers (externally oriented) and processes designed to improve profit and margin by reducing costs and increasing efficiencies (internally oriented). And we can help you improve both.  Here’s what we bring to the table:

  1. Deep expertise developing and mapping Marketing processes
  2. Pre-developed tools/templates/frameworks
  3. Experience working with other companies in your industry
  4. Knowledge transfer methodologies so that your team can implement best-practices for process development, change management, and communication going forward
  5. Relevant, satisfied customers as references

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