Marketing, Organisations and Human Capital in 2011

 

I recently wrote for Econultancy on the importance of Marketing DNA and Organisational attribution in 2011.

Many companies outside the digital sector have a good grasp of holistic marketing, organisational attribution, and its central role. However, from listening to people in the market, working with agencies, and from personal experience I think many digital agencies do not address this issue adequately.

A lot of this is to do with how your organisation is structured. In a forward thinking company marketing should be at the centre of all activity across all areas of the organisation.

Marketing should be driving strategy, leading sales (just like you may have a search campaign central to a clients campaign), and fostering a culture of team selling and more of a relationship between sales and product. 

Marketing should be pivotal in driving the business and helping attribute revenue across all areas of the organisation

The full article is here – Marketing DNA and Organisational Attribution

Structuring your organisation for maximum performance

I still shudder and wake up with a hot sweat from my sleep sometimes when I see companies miss massive market opportunities to maximise their potential. I suppose that’s the passionate side in me?

Whilst passion is good, it’s not the be all and end all. You still need to have;

• Experience
• Expertise and a track record (results)
• A Strategic approach to Innovation and Talent Management
• Industry Contacts and Communication skills
• Business and Commercial Acumen
• A results based approach

In 2011 I  would like to see organisations build their business around people skills and not subjective, pre-set structures, and political agendas.

If you put the best people in the best roles you will find it much easier to grow your business and can begin to build holistic organsiations and functions that span across your business – it’s that simple.

As digital marketers you we all know that in people do not consume media in silos.

In 2011 advertiser need to purchase and manage their digital media holistically – and not in silos.

 Surely then……

It makes sense organisations should not operate in Silos and take a more holistic approach to maximising their human capital?

Changes in the digital marketing ecosystem means changes need to be made to how companies structure their business.