Click here to close now.




















Welcome!

Agile Computing Authors: Liz McMillan, Pat Romanski, Gregor Petri, Georgiana Comsa, Elizabeth White

Blog Feed Post

The Cost of Misaligned B2B Marketing

When alignment is discussed in marketing, the usual application is to sales and marketing alignment. This has been an ongoing conversation for nearly as long as I can remember. And I've been in the business environment for quite a while.

The issue that comes up for me is that there are some alignment issues before we can even get to sales and marketing alignment that could have major implications for brands, if they took stock.

What I'm talking about are two sources of fragmentation - the second driven by the first.

  • marketing misalignment
  • customer misalignment

But, first, let's start by defining what "alignment" really means. According to dictionary.com:

Alignment is a state of agreement or cooperation among persons, groups, etc. with a common cause or viewpoint.

Seems pretty straightforward, don't you think? Apparently it's not. So let's take a look at why...

Marketing Misalignment

Over the years, the marketing organization within enterprise companies has become sprawling and fragmented. In my work with clients, the group I work with is often labeled demand generation and is usually responsible for an industry vertical or for driving demand for a specific product division. We hit stumbling blocks quite often when trying to implement multi-channel programs due to siloed divisions of labor that can include separate teams representing specific areas of marketing, such as:

  • Corporate marketing & communications
  • Social media marketing
  • Product marketing
  • Marketing automation team
  • Telemarketing
  • Public Relations
  • Website team
  • Webinars and event management

And the list goes on...

The problem with this fragmentation is precisely the lack of cooperation or communication that would enable visibility across the marketing spectrum in play at an enterprise. Not to mention the disparate viewpoints.

In my experience, each of these silos has their own budget and turf and it's really hard to gain overlays that enable the creation of consistency for the brand and for the customer experience. In fact, some of these groups may not speak to the others - at least not regularly.

Not all enterprise companies have this level of fragmentation, but its still something I find to be quite common in some form. And it's a heck of a minefield to navigate. As marketers face more channels and challenges, as well as responsibility for proving the quantifiable impact of our programs, one would think a holistic perspective would be much more valuable than tunnel vision based on silos.

The issue really is that with the proliferation of digital channels, each of these marketing teams may be providing programs visible to customers that have no consistency of messaging or connection to the other initiatives also being presented.

What a waste of resources and the opportunity to have our customers see us as awesome.

Customer Misalignment:

The outcome of marketing misalignment is that we get out of step with our customers. I've worked with companies where each marketing organization has a different perspective on who their customers are and what they care about. They may be focusing on the same titles or departments, but the approaches taken to address what they've determined "their" customers care about are different enough to present a kind of Jekyll and Hyde experience for someone on the outside, looking in. Heck, even for those on the inside looking around!

The other thing that happens is that the potential increases exponentially for wasted resources and inflated costs and lower brand credibility. This is because there is no coordination in program development or content creation. If marketers from across the company would just step back and think about it, they would see huge opportunities for content re-use, creating connected pathways for their customers and consistency in experience delivery that could drive performance improvements across programs.

What to Do Now

  • Create one storyboard for all groups to work from - Yes this will need to be summarized with roll downs for different programs, but it will help each marketing group determine how they can best contribute to building the same story based on their area of expertise.

  • Weekly stand-up meetings to present program developments, engagement results, learning from execution and suggestions for refinements.

  • Institute metrics that measure across groups and programs, not just individual team efforts. One program must feed another, each channel supports, enhances and leads to others, etc. Look for ways that successful programs can inform other initiatives.

  • Consider how marketing efforts can be integrated to create better overall outcomes that serve the customer and the company, not just the department or group. For example, if your social media team is posting wins but your white paper downloads have fallen off, something is out of whack.

This may not be an easy thing to contemplate, but a consolidated marketing approach is necessary if a brand wants to establish and sustain market advantages. Customer expectations are higher than ever and they're not going to lessen...ever. In my opinion, before marketing and sales can align, the marketing organization needs to align.

The cost of not doing so is just too high.

Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

@ThingsExpo Stories
Through WebRTC, audio and video communications are being embedded more easily than ever into applications, helping carriers, enterprises and independent software vendors deliver greater functionality to their end users. With today’s business world increasingly focused on outcomes, users’ growing calls for ease of use, and businesses craving smarter, tighter integration, what’s the next step in delivering a richer, more immersive experience? That richer, more fully integrated experience comes about through a Communications Platform as a Service which allows for messaging, screen sharing, video...
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
SYS-CON Events announced today that IceWarp will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. IceWarp, the leader of cloud and on-premise messaging, delivers secured email, chat, documents, conferencing and collaboration to today's mobile workforce, all in one unified interface
In his session at @ThingsExpo, Lee Williams, a producer of the first smartphones and tablets, will talk about how he is now applying his experience in mobile technology to the design and development of the next generation of Environmental and Sustainability Services at ETwater. He will explain how M2M controllers work through wirelessly connected remote controls; and specifically delve into a retrofit option that reverse-engineers control codes of existing conventional controller systems so they don't have to be replaced and are instantly converted to become smart, connected devices.
The Internet of Things is in the early stages of mainstream deployment but it promises to unlock value and rapidly transform how organizations manage, operationalize, and monetize their assets. IoT is a complex structure of hardware, sensors, applications, analytics and devices that need to be able to communicate geographically and across all functions. Once the data is collected from numerous endpoints, the challenge then becomes converting it into actionable insight.
With the proliferation of connected devices underpinning new Internet of Things systems, Brandon Schulz, Director of Luxoft IoT – Retail, will be looking at the transformation of the retail customer experience in brick and mortar stores in his session at @ThingsExpo. Questions he will address include: Will beacons drop to the wayside like QR codes, or be a proximity-based profit driver? How will the customer experience change in stores of all types when everything can be instrumented and analyzed? As an area of investment, how might a retail company move towards an innovation methodolo...
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Consumer IoT applications provide data about the user that just doesn’t exist in traditional PC or mobile web applications. This rich data, or “context,” enables the highly personalized consumer experiences that characterize many consumer IoT apps. This same data is also providing brands with unprecedented insight into how their connected products are being used, while, at the same time, powering highly targeted engagement and marketing opportunities. In his session at @ThingsExpo, Nathan Treloar, President and COO of Bebaio, will explore examples of brands transforming their businesses by t...
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies leverage disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advanced analytics, and DevOps to advance innovation and increase agility. Specializing in designing, imple...
As more and more data is generated from a variety of connected devices, the need to get insights from this data and predict future behavior and trends is increasingly essential for businesses. Real-time stream processing is needed in a variety of different industries such as Manufacturing, Oil and Gas, Automobile, Finance, Online Retail, Smart Grids, and Healthcare. Azure Stream Analytics is a fully managed distributed stream computation service that provides low latency, scalable processing of streaming data in the cloud with an enterprise grade SLA. It features built-in integration with Azur...
SYS-CON Events announced today that Micron Technology, Inc., a global leader in advanced semiconductor systems, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Micron’s broad portfolio of high-performance memory technologies – including DRAM, NAND and NOR Flash – is the basis for solid state drives, modules, multichip packages and other system solutions. Backed by more than 35 years of technology leadership, Micron's memory solutions enable the world's most innovative computing, consumer,...
Contrary to mainstream media attention, the multiple possibilities of how consumer IoT will transform our everyday lives aren’t the only angle of this headline-gaining trend. There’s a huge opportunity for “industrial IoT” and “Smart Cities” to impact the world in the same capacity – especially during critical situations. For example, a community water dam that needs to release water can leverage embedded critical communications logic to alert the appropriate individuals, on the right device, as soon as they are needed to take action.
As more intelligent IoT applications shift into gear, they’re merging into the ever-increasing traffic flow of the Internet. It won’t be long before we experience bottlenecks, as IoT traffic peaks during rush hours. Organizations that are unprepared will find themselves by the side of the road unable to cross back into the fast lane. As billions of new devices begin to communicate and exchange data – will your infrastructure be scalable enough to handle this new interconnected world?
While many app developers are comfortable building apps for the smartphone, there is a whole new world out there. In his session at @ThingsExpo, Narayan Sainaney, Co-founder and CTO of Mojio, will discuss how the business case for connected car apps is growing and, with open platform companies having already done the heavy lifting, there really is no barrier to entry.
With the Apple Watch making its way onto wrists all over the world, it’s only a matter of time before it becomes a staple in the workplace. In fact, Forrester reported that 68 percent of technology and business decision-makers characterize wearables as a top priority for 2015. Recognizing their business value early on, FinancialForce.com was the first to bring ERP to wearables, helping streamline communication across front and back office functions. In his session at @ThingsExpo, Kevin Roberts, GM of Platform at FinancialForce.com, will discuss the value of business applications on wearable ...
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
The Internet of Things (IoT) is about the digitization of physical assets including sensors, devices, machines, gateways, and the network. It creates possibilities for significant value creation and new revenue generating business models via data democratization and ubiquitous analytics across IoT networks. The explosion of data in all forms in IoT requires a more robust and broader lens in order to enable smarter timely actions and better outcomes. Business operations become the key driver of IoT applications and projects. Business operations, IT, and data scientists need advanced analytics t...
Akana has announced the availability of the new Akana Healthcare Solution. The API-driven solution helps healthcare organizations accelerate their transition to being secure, digitally interoperable businesses. It leverages the Health Level Seven International Fast Healthcare Interoperability Resources (HL7 FHIR) standard to enable broader business use of medical data. Akana developed the Healthcare Solution in response to healthcare businesses that want to increase electronic, multi-device access to health records while reducing operating costs and complying with government regulations.
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner, Product Manager of the Omega DevCloud with KORE Telematics Inc., discussed the evolving requirements for developers as IoT matures and conducted a live demonstration of how quickly application development can happen when the need to comply wit...
The Internet of Everything (IoE) brings together people, process, data and things to make networked connections more relevant and valuable than ever before – transforming information into knowledge and knowledge into wisdom. IoE creates new capabilities, richer experiences, and unprecedented opportunities to improve business and government operations, decision making and mission support capabilities.