 Now more than ever, marketers are being held accountable to plan effectively and make every dollar count. You need to improve marketing performance in a way that produces a tangible bottom-line business impact. But what path do you follow to get there? How do you balance your choices? How can you identify the root causes of problems and what will fix them?
Here at CSG’s Quaero, we’ve developed a systematic approach to answering these questions: The Marketing Performance Roadmap.
The Quaero Roadmap is a comprehensive assessment of your current marketing capabilities. It diagnoses the challenges you face and proposes a structured path for continuous improvement.
Based on the key dimensions of marketing performance
At the heart of this approach is our proprietary Six Dimensions of Marketing Performance methodology, which examines the key ingredients for marketing success:
- Actionable Strategies
- Effective Processes
- Organizational Alignment
- Appropriate Measures
- Information Assets (Analytics)
- Enabling Technologies
Most marketers find it difficult to tackle all of these dimensions at once. Yet if you address only one at a time, you risk losing the effectiveness of your investments. The Roadmap gives you the perspective to balance all of these issues, and answer such critical questions as:
- “What’s the best way to improve marketing performance this quarter?”
- “Before we make our next big IT investment, how can we make sure that other external performance dimensions (such as organization or marketing processes) will not be a risk to the project?”
- “There are differing opinions across the firm about what marketing contributes and how it should be performing. How do I reconcile them?”
- “Is there a way to objectively assess my organization’s marketing performance and identify weak points to improve results quickly?”
- “How can I improve my marketing budget planning for the best results not only this quarter, but long term as well?”
Benefits you can measure and clearly defined deliverables
The fruits of the Roadmap process include important and measurable benefits:
- High-impact findings with actionable recommendations that can be followed immediately
- Minimized staff overhead
- Insights incorporating input from within and outside of Marketing
- The benefit of best practices from other companies and industries
You can demonstrate clear value to your marketing team and your entire company, spelling out where you need to allocate budget dollars, where to focus to improve marketing performance, and more...
- A thorough analysis that considers your firm’s performance in each of the Six Dimensions relative to industry norms and best practices
- A SWOT Analysis by marketing focus area
- A complete and prioritized list of opportunities for performance improvement
- Action plans for each opportunity
- An executive workshop to present analysis findings and recommendations
And, a key deliverable with every Roadmap is a clear business case that spells out for you and your management the costs and the bottom-line impact you can expect to achieve.
A case for mapping your success
In a tough economy, companies are increasingly looking to marketing - either as a defensive play, to protect market and customer share or as an offensive asset to win business from their competitors. As you know, this puts more pressure on marketing to deliver compelling offers with maximum efficiency. The good news is that this economy has been a catalyst for more innovative ways to go to market. The bad news, for marketers at least, is that this dramatically increases the number and complexity of the choices you face.
The key is to be able to prioritize. Our Roadmap approach can help you chart a clear course through the maze of decisions, and produce results that are both predictable and measurable.
For more insight from our experts, visit our blog InsightIQ. |
