A Strong Marketing Analytics Playbook Leads to a Winning Team
With Atlanta and New England preparing to face off in the big game this Sunday, coaches are scouring their playbooks to come up with the perfect game plan. Being able to out-think and out-execute your competition on the football field starts with superior preparation and leads to every player working on the same page.
In business, it’s no different. The parallels are all over the place. Advanced analytics provide marketing departments an invaluable new tool they can use to make smarter decisions and get everyone working toward a clearly defined goal.
In an earlier blog, we talked how analytics can help build a stronger relationship between the CMO and CFO and how data-driven marketing programs offer the chance to align on revenues, profits and KPIs. This creates more cohesive communications between Marketing and Finance, breaks down silos within the organization, and helps eliminate surprises when revenue numbers are calculated.
Flipping the Script
Just like in different sports, having a solid game plan is critical to winning. It allows you plan and then act with a purpose, rather than just react. Incorporating a playbook serves the same purpose for businesses. It allows you to compare different scenarios, so you can implement a smarter plan of attack that has a higher chance of succeeding. In essence, your brand will be playing more offense than defense, flipping the conventional wisdom of the sports axiom “The best offense is a good defense.”
One Ball Means Aligned Goals
From an internal perspective, a Playbook using data-driven marketing helps you make decisions that align teams and break down barriers. In fragmented companies, different departments can be running their own marketing campaigns with completely different objectives that don’t take into account the overall picture. It’s like trying to play football with four balls at a time. There’s a good reason nearly every sport is only played with one ball at a time. The alternative would be chaos.
In business, taking the same approach is far more effective. A strong Playbook helps plot strategy, which aligns KPIs, which then leads to well-defined common goals across the organization. When Marketing and Finance are in lockstep, the silos come down and results are more predictable.
For a more detailed look, download “A GameDay Playbook to Win with Your Customers”. This guide lists the Top 5 challenges to tackle before implementing the Playbook, along with the features and benefits you can expect to see, including a winning customer experience and more connected business units.
So while you’re enjoying the game, the ads, the halftime show with Lady Gaga and everything else that goes on this Sunday, in the back of your mind think about how a strong analytics playbook would help your organization.