Article

Where is your marketing organization on its transformation journey?

by Melissa Hopelain

According to research from Smartsheet, in today's competitive landscape, marketers across the globe must radically change their operations to survive, let alone thrive. Marketing departments must offer personalization and enhanced customer experiences, and at the same time accelerate marketing cycles to drive revenue streams.

While most marketers are clear on the need for change, 78% of them aren’t finding the program planning and execution process cohesive and collaborative, resulting in significant program failures. While 70% feel confident in their marketing program planning capabilities, issues, and delays often arise once internal and external stakeholders start executing on the plan.

There are many reasons why an organization's execution of marketing programs can go wrong, but there are three specific issues that can impact stakeholder engagement during the marketing program execution stage:

  1. Collaboration challenges: These comprise issues largely due to a lack of communication, including stakeholders based in different locations, difficulty coordinating meetings, and version control problems.
  2. Lack of visibility: These issues include internal and external stakeholders not knowing the current stage or status of the project, and lacking awareness of task owners.
  3. Organizational misalignment: These issues include departments and teams working toward different goals or objectives, or teams and individuals working at cross purposes.

To help overcome these challenges, we created a Marketing Transformation Scorecard designed to allow marketing leaders to evaluate where their teams are on the work management maturity spectrum so they can address these issues.

This image shows a Smartsheet dashboard for a marketing initiative

Not only do we give marketing leaders a score for their current state, we also compare them to their peers. Within the scorecard (and corresponding portal) we look at four measures: teams, speed, effectiveness, and scale.

  • The teams score measures the way a team is organized, how the team communicates, and how the team works across both internal and external stakeholders.
  • The speed score focuses on how long it takes to perform key marketing processes.
  • Effectiveness measures how well you are measuring your marketing program planning and execution.
  • And lastly, the scale score determines the preparation level of your organization — from an operational perspective — to adapt to market changes and grow.

When a marketing leader can objectively understand where their organization is in its transformation journey, they are better equipped to realize how they may need to adjust course.

Research shows that when a unified, collaborative work management platform is used to manage transformation, these transformations are three times more successful than using traditional processes and technology. Adopting the right platform for collaborative work management can help marketers avoid the leading causes of marketing program failure, improving collaboration, increasing visibility, and driving alignment — ultimately helping marketing organizations reach its goals and achieve more, faster.

Read more about our marketing transformation research and be sure to use our Marketing Transformation Scorecard to better understand where you are in your transformation journey.