Comments on: Good Time for Marketing (Re)Alignment http://blog.jimnovo.com/2009/01/16/time-for-marketing-alignment/ Moving from a Low Accountability to a High Accountability Business Model Tue, 24 Jan 2012 15:46:38 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Jim Novo http://blog.jimnovo.com/2009/01/16/time-for-marketing-alignment/comment-page-1/#comment-60671 Jim Novo Tue, 20 Jan 2009 19:57:49 +0000 http://blog.jimnovo.com/?p=277#comment-60671 Steven - I don't think you have to reinvent the corporate world, but you do need a sponsor to get these projects going. Typically, wherever the power sits for Operations (IT, Steering Committee, etc.) Start with simple goal - reduce inbound calls / e-mails by 100,000 which will save $6 x 100,000 = $600,000 (or whatever it is for your company) Ask if anybody on Ops Steering Committe is interested in saving $600K. Hopefully, the answer is yes. Get permission to steal 2 hours of time from Director-level functional representative to Business SWAT team once a week. Start with list of most popular reasons people call / e-mail and ask, is there anything we can do to reduce or eliminate this reason for calling? Very simple to understand and it works. Project builds credibility for supporting ongoing Business SWAT team. Now, if you can't find a sponsor interested in reducing costs while improving customer experience, yeah, it will be a problem... Steven -

I don’t think you have to reinvent the corporate world, but you do need a sponsor to get these projects going. Typically, wherever the power sits for Operations (IT, Steering Committee, etc.)

Start with simple goal – reduce inbound calls / e-mails by 100,000 which will save $6 x 100,000 = $600,000 (or whatever it is for your company)

Ask if anybody on Ops Steering Committe is interested in saving $600K.

Hopefully, the answer is yes.

Get permission to steal 2 hours of time from Director-level functional representative to Business SWAT team once a week.

Start with list of most popular reasons people call / e-mail and ask, is there anything we can do to reduce or eliminate this reason for calling?

Very simple to understand and it works. Project builds credibility for supporting ongoing Business SWAT team.

Now, if you can’t find a sponsor interested in reducing costs while improving customer experience, yeah, it will be a problem…

]]> By: Steven Woods http://blog.jimnovo.com/2009/01/16/time-for-marketing-alignment/comment-page-1/#comment-60619 Steven Woods Mon, 19 Jan 2009 21:55:37 +0000 http://blog.jimnovo.com/?p=277#comment-60619 Jim, It's a great vision, but I'm not sure it will happen overly soon... that's reinventing the corporate world as we know it. A great direction, but can be a little challenging to implement. For a first step that has maximal effect, aligning marketing with the number of leads sales receives (from any source) is a good plan. Keeping them focused on prospective customers while providing them with credit for any part of the experience that drives inbound interest from prospects and customers begins to shift their overall focus to the customer and prospect experience. This, as you've written, should be the key goal of marketing. Jim,
It’s a great vision, but I’m not sure it will happen overly soon… that’s reinventing the corporate world as we know it. A great direction, but can be a little challenging to implement.

For a first step that has maximal effect, aligning marketing with the number of leads sales receives (from any source) is a good plan. Keeping them focused on prospective customers while providing them with credit for any part of the experience that drives inbound interest from prospects and customers begins to shift their overall focus to the customer and prospect experience. This, as you’ve written, should be the key goal of marketing.

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