Database: Customers Rule
Additionally, competencies across the marketing spectrum must unite to tackle internal challenges and truly drive change. Technology and creative resources need to collaborate around interactive execution. Analytics and technology resources need to work together to maximize business intelligence. Creative resources and analytics must collaborate on communications planning. Strategists need to align with operational resources to bridge the gap between brilliant strategy and tactical execution.
4. Change the Context of the Playing Field
The collective DNA of the marketing community is not conducive to integration. But ICM execution changes the context of the playing field. With ICM, mass marketing, direct marketing and loyalty marketing serve as valuable inputs into the customer portfolio and enable integrated customer marketing execution. Organizations must change “siloed” behaviors and acknowledge the unique contributions of these fields. The ICM approach incorporates all three disciplines to create a clear vision.
5. Focus on Results
While structure and alignment regarding results measurement are absolutely necessary when implementing strategic marketing plans, it is a common reason why organizations often struggle in their strategic marketing programs. Alignment should center on the following:
- A clear definition of what success looks like.
- An enterprisewide method for assessing and measuring customer value.
- An enterprise measurement strategy, to capitalize on potential value.
It goes without saying that analytics are the “secret sauce” to the measurement requirement. But analytics have to go beyond high-level insights on a PowerPoint slide to effectively drive results. The analytics discipline has to step out of academia and into the operational spotlight. Driving marketing programs from the core of analytics is an essential ingredient for ICM execution.
Properly leveraging analytics means influencing every aspect of customer interaction, which can manifest itself in many different actionable and literal ways—from targeted direct communication with a customer to an improved call center interaction, to the ability to serve dynamic, personalized content while a customer visits your Web site.