MARKETING TRANSFORMATION
Clarifying the clutter
Accenture and Salesforce
No matter the industry, meaningful experiences, strong engagement and customer
satisfaction flow from customer data and insights. So the fact that 57% of marketing
executives admit they often don’t have the data to understand customers or anticipate
their needs is no small issue. It’s an existential problem.
Why is the thing that marketers need the most so
elusive?
Marketers are stuck in the clutter from the haphazard way that marketing organizations
have evolved in the digital era. Nearly 70% of marketing executives say that the past
year has completely exhausted their employees.
It’s no wonder.
The pressure is on marketers to collect, connect and stay current on customer data to deliver business value. But the collection of tools, competing priorities and ingrained ways of working makes it very difficult to modernize how marketing works.
It’s no wonder.
The pressure is on marketers to collect, connect and stay current on customer data to deliver business value. But the collection of tools, competing priorities and ingrained ways of working makes it very difficult to modernize how marketing works.
Getting the data house in order
Yet one group of marketing executives—Thrivers—has cut the clutter. They deliver
superior revenue growth, profitability, customer satisfaction and their teams are
invigorated. It’s possible because everything that Thrivers do comes back to how well
they continually collect data, extract insights and act on them in a timely way to
deliver data-driven experiences.
Marketing leaders should take their cue from Thrivers. This means decluttering how customer data is managed. Doing this takes a mindset shift. It also takes a technology/experience platform that provides an omnichannel view of customers and an ability to orchestrate experience in a seamless fashion. Salesforce is key to helping marketing organizations deliver data-driven customer experiences that delight.
Marketing leaders should take their cue from Thrivers. This means decluttering how customer data is managed. Doing this takes a mindset shift. It also takes a technology/experience platform that provides an omnichannel view of customers and an ability to orchestrate experience in a seamless fashion. Salesforce is key to helping marketing organizations deliver data-driven customer experiences that delight.
How to power data-driven experiences
To make the most of customer data and insight, marketing organizations must change how
they work with the business. This starts with the CMO working as the CEO of customer
data—setting priorities like a data company would.
Marketing shows its value. The CMO must take responsibility for
educating the business about the value of data-driven marketing—and why this model is
advantageous for all.
A new operating model. This digital shift forces the C-suite to think about new roles like chief digital officer and chief experience officer that impact the CMO’s remit.
A new operating model. This digital shift forces the C-suite to think about new roles like chief digital officer and chief experience officer that impact the CMO’s remit.
UX design is a priority. Experience design is currency when delivering
for customers and it must be continually evolving, informed by a closed loop of consumer
feedback.
Double down on digital. CMOs need marketers to be digital evangelists who know how to operate in this new world—that includes understanding customers’ digital lives.
Double down on digital. CMOs need marketers to be digital evangelists who know how to operate in this new world—that includes understanding customers’ digital lives.
Share data, start small. Modern marketers don’t have to be data
scientists, but they need some data skills to stop the clutter from reappearing once it
is under control.
Let data guide business. Everyone should obsess over returns on data. This data should help make the business case for all marketing initiatives.
Let data guide business. Everyone should obsess over returns on data. This data should help make the business case for all marketing initiatives.
Marketers make meaning of products and services for customers. But this can’t happen in
a vacuum. That’s where the power of Accenture and Salesforce comes in. Combining
strategy, execution and technology, we help marketers harness customer data and
reimagine experiences to ignite growth. Let the decluttering begin.
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