data Tag

Marketing has dramatically evolved in the last 20 years. The rise of digital marketing and the exponential growth in marketing technology solutions are just a couple of things that have brought a new level of complexity—and power—into the hands of marketers. But, as the saying goes, “With more power comes more responsibility.”

Chief marketing officers and their teams are facing greater expectations to demonstrate results across their organization. Marketing investments are under continued scrutiny and organizations are being tasked to perform at higher levels with the same or fewer resources. The bottom line:  today, marketing organizations must demonstrate steadily increasing ROI while achieving higher levels of innovation, and team and client engagement.

So what?

 

Marketing organizations need to bring their A-Game. They must take steps to evolve their stack, processes, and strategy to keep ahead of the curve – and the competition. Wherever you are in your digital transformation, you should ask yourself:

  • Can you demonstrate how your marketing organization is aligned to the company’s strategy and driving real, measurable value for the enterprise?
  • Do you have the means to communicate full cost and ROI transparency to the CMO and business lines, and drive informed marketing decisions?

 

If you’re not confidently answering “yes” to these questions, here are the six steps you can take to build and bring your marketing A-Game:

 

1. Thoughtfully create your marketing stack

The number of marketing platforms has grown at an exponential rate, and it can be hard to know what the right strategy and tools are for your organization. Assess your current stack with these questions:

  • Can you qualify the value you get from each of your platforms and tools?
  • Are there gaps you can identify within your existing stack?
  • Could you possibly consolidate the number of tools you are using?

 

2. Build integrations

Like most companies, you likely have multiple systems of record. But it’s not effective to plan in one system, execute work in another, and host assets and deploy in others. Your holistic marketing story and accurate ROI reporting are critically important. Power your organization’s collaboration with integrations that seamlessly connect your stack to unlock and unify the data that enables these stories.

 

3. Organize your data & insights

Your stack is creating ever more data to manage. But the problem isn’t the data itself; it’s how to organize it in a way that leads to actionable insights. Define a best-fit data strategy for your stack. And with the right visualizations, your organization will be empowered with the ideas to make smarter marketing, business, and operational decisions.

 

4. Examine your existing processes – and do it often

Organizations and your marketing needs will continually evolve. Being comfortable may lead to a miss on an important technological advance that your competitors are employing.

  • Review your processes regularly to re-engineer and optimize them and to ensure they’re as efficient as possible.
  • Refine your organizational roles to maximize new capabilities.
  • Look into custom development options to create new automation opportunities within your organization.

 

5. Make change personal

Tools are only effective if you know how to use them and know why you’re using them. Equip your team with proven approaches and tools that affect lasting change. Discover methods that will influence behavior and allow your staff to understand the value of new capabilities. By encouraging your team to embrace change, you’ll drive operational excellence and create a model for the rest of the enterprise to follow.

 

6. Recruit an expert or find a reputable partner

Ultimately, bringing your marketing A-Game is complicated. It takes time, strategy, investment, and the right guidance to ensure you will have an ecosystem that positions your organization to win. In this process, don’t be afraid to recruit an expert for that industry or employ a technology partner to make strategic recommendations. Create a roadmap that aligns with your objectives, prioritize your specific initiatives and create the ideal marketing ecosystem for your organization. Your team will be able to focus on creativity and innovation, and you’ll watch your ROI (and credibility as a leader) soar.

 

Are you ready to bring your A-Game?

Through multi-city workshops, LeapPoint will provide senior marketing professionals a solution set that enables their organizations to align with corporate strategy and effectively and efficiently deliver value to the enterprise. We’ll showcase how to achieve these outcomes via a robust, intelligently integrated, set of best-of-breed cloud applications that holistically provide for this capability with effective governance.  All with the added benefit of actually making the end-user experience more efficient and effective.

Learn more about the marketing A-Game and register for an A-Game Workshop in a city near you at leappoint.com.

 

 

In the past, government operations relied solely on manpower. Everything was done manually, with no technology to build on or to store documents and more. Today, digital transformation has touched virtually every industry; however, the government is still a step behind.

To alleviate this lag, many agencies are starting to partner with SaaS (software as a service) companies. This is giving governments the unique opportunity to reduce their administrative costs while providing more services to their constituents.

What is SaaS?

SaaS is a method of software delivery allowing users to access data from any device that has a web browser and an internet connection. With this method in place, software vendors host and maintain the code, databases, and servers that make up an application.

This is a massive departure from the prior on-premise software delivery model that most government agencies used in the past (and that many still use today). With SaaS, companies don’t have to invest in hardware for hosting their software, which allows buyers to outsource IT responsibilities for maintenance purposes.

3 Ways SaaS is the Future of Government Technology

The federal government is not immune to the growth and evolution of technology. Three ways that show how and why SaaS is the future of government technology can be found here.

1. SaaS is Easy to Customize

There are many government websites and systems that suffer from inflexible designs. With modern SaaS applications, it’s possible to support simple application configuration. This means that end users can adjust the parameters that will impact the functionality of the system.

2. SaaS Products are Continually Optimized

A huge benefit of adopting SaaS in the government is the fact that these applications are updated more frequently than traditional software that is still used by most agencies and organizations. This ensures that new features and significant upgrades are available as quickly as possible.

Because the software is housed on a server, which is controlled by the vendor, it can be upgraded centrally. This is opposed to the traditional model, where the software being used would have to be upgraded on every single machine that uses it. What this means is that SaaS is easily maintained and all upgrades can be made instantaneously with the latest version at the source. This helps save those using this model both time and money.

3. SaaS Products Can be Easily Integrated with Existing Systems

While there are more than a few reasons that companies and organizations are transferring to web-based applications, the fact is that this transition is one that has been complicated for governments. This is mainly due to the use of legacy systems. These outdated systems hold quite a bit of data and information.

Integrating a new system means that all the information has to be migrated over from the former system, which can be a huge challenge.

When it comes to the migration process, there are two basic options that government agencies can opt for:

  • Using a cloud server built from scratch
  • Existing application migration “as is” to the cloud

With SaaS, the components are adaptable and flexible, which makes this migration fast and easy, minimizing the stress and hassle it may otherwise present.

While the federal government has been slow to adopt SaaS technology due to perceived challenges, the fact is that this process is not only worthwhile, it can also lead to huge cost and time savings benefits in the long run. It is something that government agencies should begin doing today to see all the benefits SaaS has to offer.

Businesses today rely on being able to analyze large amounts of data to monitor performance and inform their decision making. An IT-governed business intelligence platform ensures that information technology is used intelligently to further the goals of the business. However, IT-governed BI platforms have both pros and cons for an organization. Let’s take a look at which solutions are the best options for IT-governed and non-IT-governed data environments.

What is an IT-Governed BI Platform?

An IT-governed BI platform allows IT to control the flow of data through an organization. This means that users see only the data that is most relevant to them. The platform allows the business to use this data to support better business decision making. Analytics software solutions allow businesses to analyze data and draw conclusions that can help to guide strategic and operational decision making. When you have a clear view of what is going on in all areas of your organization, you can make better-informed decisions that make the most of all the resources in your business.

The Advantages of Having an IT-Governed BI Platform

Using an IT-governed BI platform has many advantages for a business. The analytics and insights that IT-governed BI can provide help businesses to make data-driven decisions that are based on facts, not guesswork. An IT-governed approach changes the role of IT within an organization, redefining it as working toward the achievement of business objectives. Too often, IT ends up struggling to meet the challenges of dwindling resources and responding to a seemingly never-ending stream of problems. An IT-governed BI platform aims to fundamentally shift the approach, giving the IT department a central role in driving important decisions by empowering it to use conclusions drawn from data.

The Disadvantages of Having an IT-Governed BI Platform

Not every business is able to make an IT-governed BI platform work. Some businesses simply do not provide their IT departments with the resources they need to take on the role demanded by this type of platform. If your company is not ready to invest in the resources necessary to make an IT-governed BI platform work for your business, you need to be aware that the benefits provided by this type of platform could be very limited.

To IT Govern or Not to IT Govern: Which is Right For Your Business?

IT governance is one option for companies that are keen to use data analytics and business intelligence to drive their decision making and strategy setting processes. However, IT governing is not always the right approach for every organization. When making the decision over whether to IT govern or not to IT govern, it is a good idea to get a consultant partner on board to guide your decision making. Contact LeapPoint today to find out how we can drive innovation in your organization and help you get the results you want.