In both BtoB and BtoC markets, the marketing organization and its perimeter must evolve to cope with rapid and continuous changes in their environment:
These rapid changes in the business environment call into question the scope of activities targeted by Marketing Departments, in conjunction with those of Digital / IS, Development / Distribution, Customer Relations Departments, etc., in order to improve efficiency and cross-functionality.
We give you 10 key principles to apply to your marketing organization for optimum effectiveness.
5. Evolve operational marketing, moving from mass multi-channel marketing to personalized event-based marketing (which means a strong need for industrialization and global orchestration of contact plans) , and animate new targets (e.g. micro-influencers, prescribers).
6. Identify the product owners of digital devices and CRM tools within marketing teams, to position and legitimize the role of the business line.
7. Develop expertise in digital marketing activities (lead generation, SEO/SEA strategy, etc.).
8. Lead projects in agile mode (offer, service, marketing tool), having first trained the teams in the various methodologies(agile approach, design methodology, etc.).
9. Develop open ecosystems within marketing to foster innovation: open internally by setting up multidisciplinary project teams (sales, operations, IS, etc.) and open externally (specific expertise such as digital marketing, start-ups, academics/universities, positive impact, etc.).
10. Develop more technological skills (data, digital...), by recruiting engineers for example.
The Marketing Department has a broader, more customer-focused scope of action, a more horizontal, more agile, multi-skilled organization (data, digital, design) and is globally more technological.
The Marketing Director becomes the orchestrator of all these skills, promoting cross-functionality to develop the value of the actions implemented. He or she is also the guarantor of the implementation of strategic objectives in customer acquisition and loyalty.
These are the areas around which the Marketing Department can be organized:
The Marketing Department will need to acquire and develop new skills, particularly technological ones, which will pave the way for the integration of hybrid and scientific profiles (engineers, data scientists, etc.) within the department:
Skills to be acquired :
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Our Marketing & Customer Experience offer is built around 5 themes applied in BtoC and increasingly in BtoB:
We have developed specific expertise in the optimization of marketing organizations (review of perimeters within and outside management, optimization of operating methods, skills development, etc.).
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