As customers’ behavior continues to evolve, marketing must adapt or watch their value to their organization erode. The Pedowitz Group’s (TPG) Center of Excellence consulting services help organizations develop and enhance their marketing team as buyer’s needs change and new technology is implemented.
Two major technology shifts have reshaped the business environment in the last 20 years – 1. Buyers are now researching products and services on the Internet before buying and 2. Evolving customer behaviors can be tracked and analyzed through the introduction of Marketing Automation Platforms (MAPs).
We know that consumer behavior has evolved. This applies to both B2B and B2C purchases. With the introduction of MAPs, marketing has a digital lens that allows us to record and very closely examine the new consumer behavior. We can now meet our buyers where they are and customize our messages to resonate with them in the right place at the right time using the right medium.
As a result, most organizations have shifted their go-to-market strategy to become more digital and more customer-centric. They are progressing from a traditional marketing cost center into a digital marketing revenue center. This growth requires a guiding organizational strategy if one is to achieve the desired business outcomes.
The TPG Center of Excellence consulting services will help you:
- Reformulate your marketing value added and related organizational strategy
- Eliminate silos of demand generation and embrace omni-channel demand generation
- Create charters for new teams such as a marketing operations group
- Define the roles and relationships for content operations and demand generation teams
- Integrate digital, inbound and outbound initiatives to optimize the customer experience
We are often asked what the right structure is for a given organization. We believe that the Revenue Marketing™ Center of Excellence (RMCoE) is an enterprise organizational structure that supports, enables and drives the practice of Revenue Marketing™. Building an RMCoE is the job of the CMO; it is a strategic initiative involving executives, sales and marketing.
Moving from a cost center to a revenue center is not an overnight marketing transformation; it is a journey. The roadmap includes changes in strategy, people, processes, customer focus, technology and metrics. For those organizations that commit to the journey, the reward is a marketing organization that is accountable for revenue, and whose influence on the bottom line is measurable, repeatable and predictable.