Marketing Operations – The Challenges

Marketing operations is tough. To be successful, you need a blend of skills that are difficult to find in individuals and are difficult, even for the largest companies, to acquire, sustain, and afford. Extraprise finds that the difficulty in addressing this challenge is the primary reason for marketing automation initiatives to fail, or, at least, to deliver results well below expectations.

On the marketing side, marketers need to have an understanding and working knowledge of:

• Available data for firmographic and demographic segmentation and profiling
• Sophisticated marketing automation software and customer relationship management (CRM)
• Database marketing

This is a tough combination to find for marketing organizations typically strapped for financial and people resources. Then, when you add the need to be able to create program flows and marketing campaign process maps to ensure consistency and accuracy, you have an almost impossible task.

Technically, the job is no easier. Marketing systems are dynamic, and innovation keeps driving marketing automation software to new levels. They do not conform to the typical release schedules enjoyed by other applications and liked by IT managers. Marketers always want more data, they want the data to be reliable, and they want to be able to draw new associations for ever more sophisticated profiling and firmographic and demographic segmentation. It is hard to do right time revenue optimization and to have an impact on revenue when the IT organization informs the marketing organization that it will take weeks, if not months, before changes can be made.

Marketing Operations – The Extraprise Way

Extraprise provides marketing operations services to some of the world’s leading brands, driving tens of millions of interactions, across multiple online and offline channels. Our proven marketing operations methodology, The Extraprise Way, systematizes your marketing operations. Our staff becomes an extension of your marketing organization making it possible to free up your valuable strategic, marketing resources to focus on new forms of customer engagement. By using our marketing operations service, you will be able to:

• Get started efficiently and effectively to quickly generate a return on your marketing automation investment
• Increase the bandwidth of your existing marketing and technical operations without adding resources
• Learn and see how to apply best practices

Our i2i marketing operations service is scalable and affordable. We work seamlessly with your creative agencies, data providers, marketing automation solutions providers, and fulfillment houses to drive revenue. We’re certified on today’s most popular marketing automation solutions.

Marketing operations, The Extraprise Way, is not simply campaign execution. It is a thoroughly comprehensive process that includes a continuum of checkpoints. Extraprise will customize and apply its standard marketing framework and processes to:

• Make your data acquisition activities more efficient and productive
• Create, pilot, and execute multi-touch, multi-channel, trigger based programs to nurture and qualify leads by integrating customer intelligence techniques into your marketing campaign activities
• Instill quality assurance procedures to ensure marketing campaign accuracy and consistency
• Create and execute reports to measure and make recommendations to improve marketing campaign performance

Finally, Extraprise applies a fractional resource model, and our staff works in Extraprise’s facilities. We will work with you to distribute work across your resources and ours to find the best balance. Therefore, you only pay for the resources you need.

Having the right number of resources with the right capabilities is one of the most important critical success factors to drive revenue optimization. By making Extraprise resources part of your marketing organization, you will avoid the fits and starts associated with starting and growing your database marketing and demand generation capabilities.