In our final part of this series we will discus the marketing mix matrix.
So how does this matrix work?
Please download the whole ppt file here. The key dynamic that invariably drives an analysis of this nature is the correlation between sales complexity and maturity of marketing. The most complex sales (top of the vertical) are the solutions for large enterprise sales. The horizontal represents the range of marketing maturity from a compass type marketing environment to a full GPS-type marketing environment.
We continue our blog from Sep 29, 2009 on integrated marketing for 2010 with planning.
Self awareness of where you are
This is really critical. For all the intent and expression of self, I believe it is too difficult to get progression without awareness. There is one core way we have seen organizations come to a collective consciousness of this need. The first is a simple audit of a campaign against a specific set of customer’s desires and actions against these stages. Not only does this bring all members of the team to similar realizations of what is and should be working but it places it into one simple visual score card. See below.
We are just past Labor Day and I assume nobody is now wearing white shoes. Unlike the Kathleen Turner character in “Serial Mom,” nobody gets killed for bad integrated marketing. Part of the reason for that is a lack of core or accepted metrics for how successful or how unsuccessful an integrated campaign is.
We always hear from clients that they need the simplest explanations to three basic problems for their (less-) informed colleagues. Look at the table below and you will see we measure average number of sales and/or marketing choices. We have measured upwards of 30+ each year, and while the number grows, it appears the average number of sources used is growing much faster. People want more.