Marketing Maturity is the way by which we transform marketing organisations.
The focus of our Acceleration practice is to improve the performance and the operational agility in a marketing organisation. The objective is a more effective marketing practice throughout the firm. This revolves around the enhancement of the capabilities of the members of the marketing team (people) and the improvement of the ways in which they execute their work (process).
The people facet of Acceleration is about identifying the marketing competencies needed by the firm and then augmenting the capabilities of the members of the marketing team. We help our clients to develop the competencies of each individual and of the marketing team as an integrated unit. The aim is to grow versatile multi-disciplinary marketers: well-rounded generalists who can act as specialists too, adapt faster to change, and out-perform their competition.
The process facet of Acceleration focuses on ensuring that the workflows, data-flows, protocols, and methodologies that underpin the marketing system can sustain a high standard of performance and efficiency. We help our clients to review, improve, and innovate their marketing processes. The goal is that all marketing processes should produce high quality outcomes throughout the customer lifecycle. The challenge is to design and execute processes that sustain quality, enable high performance, and allow for efficiencies.
The objective of our Marketing Risk practice is to reduce the exposure of the firm to the operational, financial, procedural, and technological risks that are now of doing marketing. The development of digital customer engagement, the technification of marketing operations, the accumulation of vast quantities of customer data and its use, and a shifting regulatory landscape have created new marketing risk areas.
We pay special attention to the marketing risks related to privacy (personal private information), data governance, the information security of the digital engagement assets, the information security of the marketing stack, digital disruption vectors, and disruptive innovation vectors. We conduct this work in tandem with specialist information security partner firms.
The purpose of our Unified Marketing practice is to break the silos and barriers that get in the way of a consistent customer experience across physical and digital touchpoints and impede a consistent quality of outcomes throughout the customer lifecycle. The objective is to refine the interactions with the customers (experiences and journeys) to the point where they feel that the firm always knows who they are, what they need, and how best to serve them. Additionally, a unified marketing function works hard to keep the firm honest about the quality and form of the products and services the customers want and to inform how to best deliver and support them.
Our practice focuses on helping to design a holistic (unified) picture of the whole customer lifecycle which can then be progressively implemented (physically and digitally) as seamless customer experiences and low-friction customer journeys. This requires the marketing system to become tightly integrated with all the other customer-pertinent functions of the firm in order to better co-ordinate and work alongside with. It is particularly important to identify and to remove the operational choke-points that add friction to either the customers' experiences or their journeys.
Each time a customer interacts with the firm the experience should feel like picking up a conversation from five minutes ago, where the staff member knows everything they need about the client and is therefore able to deliver extraordinary outcomes. Unified marketing is about proactively ensuring excellent experiences throughout the customer lifecycle.
The purpose of our Marketing Technology practice is to bring IT procurement objectivity, experience, and maturity to the on-boarding of information technology infrastructure into the marketing system and to bring IT maturity to the exercise of building digitally-supported customer experiences. This includes the due-diligence evaluation of any providers contracted to build or implement digital marketing infrastructure.
There is a huge complexity that comes with the building and deploying of information technology infrastructure and with the manufacture, selling, and supporting of products and services that incorporate digital technologies. Any firm unaware or careless about this reality opens itself to a multitude of risks, in particular supply-chain risks. Our Technology practice works to reduce this exposure.