Largest overlooked cost

What is one of the largest and most overlooked costs of a marketing operation?

GLOBAL LAUNCHES ENTAIL LARGE TEAMS AND MYRIAD HANDOFFS—POTENTIAL DELAYS

A closer examination of potential chokepoints within a major launch suggests how automation might provide time-to-market gains.

The figure below depicts many of the actors who contribute to the overall success of a marketing launch. This figure does not depict, however, duplication of staff and handoffs of global marketing operations.

Pressed with absolute deadlines, each contributor must perform designated tasks in very narrow time frames.

Working across multiple time zones, the demands of a global launch can quickly become a 24-hour process management challenge.

Every doubling of the number of contributors squares the number of opportunities to miss key deadlines and, ultimately a market launch date.

Large teams spread throughout a global market spend significantly more time coordinating and double-checking their work than small teams in smaller, unified markets.

Effective automation of the distribution of digital assets and repository-assisted localization of these assets enable large, globally distributed, and otherwise clumsy teams to respond with the agility of a small business with tightly focused teams.

Manual, duplicated, and problematic workspaces for the planning, development, reviews, and approvals of marketing content and customer-facing applications waste the greatest amount of time -- 15 days or more in time-to-market lost

Manual, duplicated, and problematic workspaces for the planning, development, reviews, and approvals of marketing content and customer-facing applications waste the greatest amount of time — 15 days or more in time-to-market lost

WHERE AUTOMATION MAKES SENSE

The logic of distributed media services and marketing centralization often breaks down when you ask the question, “Exactly what can we automate?” GISTICS’ analysis of successful automation projects in the area of marketing operations indicates that a firm should deploy automation from the bottom up, targeting a few strategic chokepoints in preestablished and operational workflows.

Large, top-down deployments, such as ERP or CRM, encounter many unforeseen obstacles and often fail to achieve their business goals after years of significant investment.

This white paper advocates the automation of media services and, in particular, six or seven activities that most firms must perform in a major marketing launch. Thus, this recommendation defines digital asset management as a business strategy for speeding global market launches while reducing the hard and soft costs of a launch.

Discussion-starting questions:

  • How important a role does review-and-approval of marketing content play in your firm?
  • How has proliferation of media formats and channels further fragmented marketing processes?
  • How five or so activities associated with a major launch should marketers consider automating?

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