If there is one key question for your B2B or B2C marketing organisation to answer nowadays, it is most likely this one: How can you upgrade the capabilities of your marketing organisation for the digital age?

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12/15/15 1
Upgrade your marketing capabilities for
the digital age

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If there is one keyquestion for your B2B or B2C marketing
organisation to answer, it is most likely this one:
“How can we update the
capabilities of our marketing
organisation for the digital age?”

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Most of today’s marketing
organisations were established
in the pre-digital era.
Marketing, sales, product management, brand, communications and customer data
are therefore organised as separate functions. These siloes are rather isolated, both
mentally and in terms of capability. Digitalization and customer experience
management have further complicated matters, necessitating the integration and
reorganisation of these functions.

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The number 1 task of the modern marketing organisation?
Forerunners innovate new journeys.
Today’s customers are constantly online, looking for solutions to meet their
individual needs. This is true both in B2C and in B2B contexts. Understandingthe
customer journey is crucial to facilitating your customers’ buyingdecisions.
Merely managing the customer journey, i.e. being present in the right encounters
with the right message, is no longer sufficient, however.

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The journey management organisation
Modern marketing
organizations see customer
journeys as products.
They appoint journey product
managers and journey
strategists, backed with
journey designers, data
scientists, marketing
automation, CRM and
programmatic media buying
specialists.

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The journey management organisation
A journey management organisation is
not organised around siloes but around
projects and competence pools, both
within and outside the company.
This is a new way of working that guides
your organisation towards determining
the jobs to be done and identifying the
required capabilities for each project.
This brings new leadership challenges and
a quest for finding and keeping the best
talent.
FROM SILOES TO
COMPETENCE POOLS

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What are the 5 main
characteristics of the journey
management organisation?

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1
Instead of satisfying customer needs reactively,
they commercialise concepts
that solve customer problems.

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2
Instead of executing isolated, channel-specific campaigns,
they innovate and manage
the whole customer journey.

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3
Instead of selling solutions,
they challenge customers with
new ideas and perspectives.

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4
Instead of trying to predict customer behaviour with historical data,
they experiment and learn.

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5
Instead of relying on siloed, function-based organisation,
they build commercial
capabilities without boundaries.

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The journey management organisation
This means that
the brand and
customer
experience are
working for the
same goal.

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Believe it or not, we have just
scratched the surface.

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Data and technology will determine the
success of any commercial organisation.
Many marketing decision makers began their career before digitalization. The
number of new technologies, tools and infrastructures available can be staggering.

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Several questions arise while
modernising a marketing organisation:
What kind of tools and
data are available?
Which of them are
relevant to us?
What kind of digital technology
should we invest in?
What should we do ourselves?
What should we outsource?

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Modern marketing organisations need to be technologically savvy.
The good news is that
technology is just a tool.
Incorporating insight into the customer journey and defining the Purpose (i.e. the
reason why your marketing organisationexists) and Mission (i.e. what is your
marketing organisation’s value for the business) are often the first steps towards
modernising marketing capabilities and defining the new jobs to be done.

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Read more in the
Marketing Clinic blog
CLICK!
MarketingClinicPartners.com/Blog

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For more information:
Mika Rytkönen
Senior Marketing Advisor
mika.rytkonen@marketingclinicpartners.com
Catharina Stackelberg
CEO of Marketing Clinic Partners
catharina.stackelberg@marketingclinicpartners.com
marketingclinicpartners.comcontact us »
Are you curious
how you could
upgrade the
capabilities of your
organization? Let
us know and we’ll
get back to you!

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SAY HI!
Marketing Clinic is the leading Nordic consultancy accelerating commercial
success through analytics, insights and foresight. We have been working
with more than 300 clients building commercial excellence, competitive
brands and unique customer experiences. Our Partner companies Okimo
Clinic and P+SBD drive our clients’ digital transformation within marketing,
sales and communication.