How to make marketing integration a whole lot easier
Want to really frighten someone? Invite the poor soul to a meeting titled “Marketing Integration Planning.” Many marketers would probably rather manually cleanse a million database records than suffer through a project to sync up data, goals and technologies from multiple teams within the marketing department — or potentially further afield.
That’s because when most marketers hear the word integration, they picture some unattainable land of perfect marketing harmony. They assume the goal to be total, perfect integration and lose heart, not realizing that can achieve smaller victories along the way with big payoffs.
Integration is a real need, and a worthy cause. It just needs to be demystified. Marketers need to know what is really achievable and what is practical depending on the needs and capabilities of their organizations and suppliers.
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