Welcome!

Agile Computing Authors: Yeshim Deniz, Elizabeth White, Zakia Bouachraoui, Liz McMillan, Pat Romanski

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.

IoT & Smart Cities Stories
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
"Avere Systems deals with data performance optimization in the cloud or on-premise. Even to this day many organizations struggle with what we call the problem of data gravity - 'Where should I put the data?' - because the data dictates ultimately where the jobs are going to run," explained Scott Jeschonek, Director Cloud Solutions at Avere Systems, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
If a machine can invent, does this mean the end of the patent system as we know it? The patent system, both in the US and Europe, allows companies to protect their inventions and helps foster innovation. However, Artificial Intelligence (AI) could be set to disrupt the patent system as we know it. This talk will examine how AI may change the patent landscape in the years to come. Furthermore, ways in which companies can best protect their AI related inventions will be examined from both a US and...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
DXWorldEXPO LLC, the producer of the world's most influential technology conferences and trade shows has announced the 22nd International CloudEXPO | DXWorldEXPO "Early Bird Registration" is now open. Register for Full Conference "Gold Pass" ▸ Here (Expo Hall ▸ Here)
CloudEXPO New York 2018, colocated with DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time t...
Contextual Analytics of various threat data provides a deeper understanding of a given threat and enables identification of unknown threat vectors. In his session at @ThingsExpo, David Dufour, Head of Security Architecture, IoT, Webroot, Inc., discussed how through the use of Big Data analytics and deep data correlation across different threat types, it is possible to gain a better understanding of where, how and to what level of danger a malicious actor poses to an organization, and to determin...
The hierarchical architecture that distributes "compute" within the network specially at the edge can enable new services by harnessing emerging technologies. But Edge-Compute comes at increased cost that needs to be managed and potentially augmented by creative architecture solutions as there will always a catching-up with the capacity demands. Processing power in smartphones has enhanced YoY and there is increasingly spare compute capacity that can be potentially pooled. Uber has successfully ...