Five reasons why marketing orchestration, backed by the right tech stack, is critical to running your strategy
Imagine this: you need to be somewhere and you need to get there quickly. But your car has a cracked windshield, a broken steering wheel, and a stuck accelerator.
They lack basic but important requirements: visibility, control, and acceleration.
This is the reality that many of today's marketing teams live in. Much like in the car, the tech stacks of corporate marketing organizations can often withhold the basic requirements for visibility, control, and speed.
It all comes down to stacking differences.
Tech stack disparities undermine marketing strategy
As marketing has evolved into a team of specialists and the number of those particular skills and functions (brand vs. product vs. demand, etc.) have increased, so are the channels, processes, and tools designed to support them , explodes. create considerable complexity. This has resulted in an overinvestment in point solutions, separate workflows, decentralized repositories, missing KPI reports … the list goes on.
Although older categories of software (traditionally designed for a specific team, function, or purpose) have evolved, they often still lack or lack functionality in key areas.
The problem, of course, is that these gaps create large silos – team silos, process silos, and data silos – and create inefficiencies (or inabilities) in the way marketing is planned, executed, and measured.
Today's tech stacks are more like a set of bolted-together sidecars than a system that should theoretically contain all of the moving parts and mechanisms a complete vehicle needs to operate. It's a far cry from a luxury sedan that was designed, engineered, and built to be seamless: all parts manufactured work in unison and precision for a flawless experience.
Marketers have a lot at stake. You need a limo, not the step-by-step approach that many marketing departments are forced to take.
The question is how best to get there.
What is Marketing Orchestration?
Marketing Orchestration is a strategic and nuanced approach to execution.
It's not linear and sequential like project management. Rather, it is a series of processes within a process. and it focuses on bringing together the core marketing principles (teams, content, channels, integrations and data) to ensure a harmonious relationship and facilitate visibility, control and speed at every stage of the journey.
Marketing orchestration platforms do exactly what the name suggests: they help orchestrate the marketing strategy by either natively providing the functionality so that campaign planning and execution can be done in the software, or by providing the right integrations to the transfer of data and content in the appropriate phases to support this continuous process.
Here are five reasons why adopting such a philosophy is critical for brands today.
1. Successful execution begins with the right alignment of resources
Teams need to be able to define and share a global (or cross-functional) marketing strategy and make sure their peers have an overview of what is happening and when. Additionally, marketing directors need control to strategically allocate resources (both staff and budget) to ensure marketing success.
2. Accelerating campaigns and content creation is paramount
Work begins with a plan. However, marketing teams need to remove the review / approval bottlenecks and remove inefficiencies in the processes that delay them so often that they get their work out the door. Instead, it should move seamlessly from planning to execution: get the job done quickly and expose it in a way that promotes quality output.
3. Control connections are required as the work progresses
To maximize a team's strategic performance, you need to keep your finger on the pulse of the workflow. It requires control of all marketing resources, content and creative resources, as well as campaign spend and budget health. Without this visibility, it's difficult to know what each member of your team is working on (as well as when and why) and what resources your team has.
4. If you can't measure it … what is it about?
Whether it's documenting and improving team efficiency, or understanding the performance of marketing campaigns and individual assets, marketers need the technology to report on how it is working, identify what isn't, and look at the interface for ongoing optimization.
5. A connected tech stack is key to real measurement and reporting
Ultimately, different technologies are the main culprits in process inefficiencies and data silos. Teams need to be able to seamlessly connect tools to drive better processes, synchronize workflow / content flow, and improve reporting.
If systems don't speak the same language, how does it all come together to create the bigger picture?
Fortunately, marketing orchestration brings together everything marketers need to do all of their marketing and does it better – with unparalleled control and visibility at every stage of the process.
Marketers are motivated to produce meaningful results – and marketing orchestration enables them to do it.
Additional resources on Marketing Orchestration
What is Marketing Orchestration? (Infographic)
Five steps to integrating your blog, social media, and email marketing
Using the six ABM processes to align sales and marketing and get real results