SBI Podcast

Today’s show will demonstrate how to make marketing scientific through the use of a marketing operations department. To follow along, download our 10th annual workbook, How to Make Your Number in 2017.  Turn to the marketing operations phase on pages 248 – 251 of the PDF.  You’ll find a worksheet approach where you can start to analyze your team. 

Joining us today is Arnaud Kraajvanger, the Vice President of Marketing Insights and Operations for Genesys. Genesys provides customer experience contact center solutions.  More than 10,000 companies in over 100 countries trust the industry’s #1 customer experience platform to orchestrate seamless omnichannel customer journeys. Listen as Arnaud describes how marketing operations is in a unique position with more data than ever to have a significant impact on the business. 

Listen as Arnaud describes how to measure the effectiveness of the marketing team. Arnaud’s team works with all functions within marketing and develop specific KPI's for each and track the KPI’s throughout the buying cycle. 

Why this topic? Well, data is everywhere, channels are exploding, technology is changing, executives require more detailed reporting and marketing can no longer rely in intuition, and experience is no longer enough. 

During the show, Arnaud provides a brief overview of how each key area of marketing is tracked.  For brand awareness, share of voice is tracked. From a public relations standpoint, social shares are the KPI.  For analyst relations, the degree of analyst coverage and ranking compared to the position of the competition.  

Direct download: AP1641-Arnaud_Kraaijvanger-17930.m4a
Category:Marketing Strategy -- posted at: 1:43am EST