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Unlock your channels, “orchestrate” your marketing

4 steps for breaking down silos

There’s a fundamental flaw in the way that marketing organizations are organized.

Most CMOs claim that they want to cultivate long-term relationships with customers by enhancing the customer experience across all touch points. Yet, many marketing organizations have figurative walls or silos that prevent the sharing of data and insights that would enable a more cohesive customer experience.


Marketers work in their email, display or mobile silos and success is measured on revenue per message sent, which means the volume goes way up in the quest to recapture diminishing revenues. What’s left are frustrated customers who are inundated with messages and tuning out the noise.

What we need to improve customer experiences and increase revenues are orchestrated marketing organizations. Orchestration occurs when silos are broken down, enabling the company to make better decisions and optimize a customer’s entire journey with a brand.

While many CMOs are talking about replacing a siloed campaign mindset with a customer mindset, a recent Forrester study commissioned by Responsys suggests they may not be putting their money where their mindsets are.  While their top two strategic objectives are “cultivating long-term relationships with customers” and “enhancing customer experience across channels or touchpoints,” nearly 60 percent of marketing functions plan to boost funding for untargeted email marketing and display advertisements in 2014.

Not that there’s anything wrong with email, display or any other individual marketing channel. But these programs are not nearly as effective when conducted in an isolated manner that restricts the sharing of customer insights. 

In contrast, marketing orchestration unlocks campaign and channel silos by optimizing cross-channel customer interactions to produce a unique and meaningful customer experience. This experience is intelligent, personal, relevant and optimized over time and across channels.

There are four steps CMOs can take to begin the journey towards creating an orchestrated marketing organization:

Create a customer-focused—rather than a campaign-centric—culture:  Develop processes that educate and reinforce an integrated and orchestrated approach to marketing at every level of your organization. Combine strategy, real-time tools and targeted media and don’t get distracted by overwhelming amounts of data and analytics.

Organize around the customer lifecycle, enabling cross-functional and cross-channel processes and information-sharing: Without new organizational structures, marketing orchestration will remain a technical capability, not an organizational strength.

Use technology that helps companies respond to specific customer needs at various points on their journey:  As your team organizes around the customer experience, your digital marketing platform should understand and engage customers as individuals in every interaction.

Tune customer interactions with real-time measurements of preferences and needs:  CMOs should invest in customer strategists and data scientists who specialize in uncovering the signals—such as browse behavior and social sentiment—that can act as triggers for selecting a customer’s next-best journey. 

Are you ready to orchestrate your organization? Start today, your customers will thank you.