Marketing / Business Strategy Integration

MCAworks Opinion

One of the greatest challenges facing CMO's and Marketing Heads in U.S. business today is achieving the quality, regularity, and measurability of performance that will earn true peer standing for Marketing with the other disciplines around the Management table. All too frequently Marketing's less quantified and less integrated aspects have earned it a second-class citizenship in the executive suites.

However, in today's world of greater digitization and the "Addressability" of marketing assets, far more opportunities for measuring, accessing data, building metrics and "dashboards" - and for determining returns are finally emerging. This is beginning to allow greater integration of marketing tools to and from other business operations—and the weighing/comparison of the merits of marketing investment versus committing resources to "other" functional areas.

Challenges remain and subjective components still play a key role, but there is ever more science and quantifiable results involved as marketing processes and tools mature.

If you are facing these kinds of issues in your business, perhaps you'd benefit from a discussion with MCAworks about a Marketing Capabilities Review or a Marketing Maturity Audit.

Contact John Hawkins for more information.