Whitepaper - The five worst practices in marketing operations

July 8, 2011

Key Approaches for Improving Marketing Effectiveness

Learn how to improve marketing effectiveness and how to create an agile marketing operations department by avoiding the 5 worst marketing practices.

Effective Marketing Operations require a clear long-term vision and strategy to drive process and technical development. Yet marketers are drowning in point solutions, multiple vendor relationships, short-term tactical initiatives, conflicting stakeholder input and oceans of data. Marketing leaders, supported by organizations’ senior management, must re-evaluate their approach to these conflicting priorities in order to remain relevant and successful. The trend of falling marketing spend reflects not just economic circumstances, but a growing loss of confidence in the marketing function. It’s a distressing development which must be corrected, not just for the sake of Marketing itself, but also for the success of the wider organization.

So, here are five of the worst practices in Marketing Operations which limit the success of Marketing. Intended to help organizations learn from the mistakes of others, avoiding these worst practices will contribute to the creation of an agile Marketing Operations environment.



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