Category Archives: Marketing / Tech Interface

Omni-Channel Cost Shifting

One of the great benefits customer lifecycle programs bring to the party is unearthing cross-divisional or functional profitability opportunities that otherwise would fall into the cracks between units and not be addressed.  What I think most managers in the omni-channel space may not realize (yet) is how significant many of these issues can be.

To provide some context for those purely interested in the marketing side, this idea joins quite closely to the optimizing for worst customers and sales cannibalization discussions, but is more concerned with downstream operational issues and finance.  Cost shifting scenarios will become a lot more common as omnichannel concepts pick up speed.

Shifty Sales OK, Costs Not?

Why is cost shifting important to understand?  Many corporate cultures can easily tolerate sales shifting between channels because of the view that “any sale is good”.  On the ground, this means sourcing sales accurately in an omni-channel environment requires too much effort relative to the perceived benefits to be gained.  Fair enough; some corporate cultures simply believe any sale is a good sale even if they lose money on it!

Cost shifting  tends to be a different story though, because the outcomes show up as budget variances and have to be explained.  In many ways, cost shifting is also easier to measure, because the source is typically simple to capture once the issue surfaces.  And as a cultural issue, people are used to the concept of dealing with budget variances.

Here’s a common case:

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Marketing Jump Ball

Marketing Accountability.

Brand is what you do, not what you say

Marketing Alignment.

Here are 3 free webinars you might want to take advantage of.  You might not agree with these opinions, but hey, it’s a good idea to get out of the echo chamber once and awhile, don’t you think?  Try these online sessions for a little brain stretching:

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Moving Marketing From “The Money Spenders” to The Money MAKERS
April 15, 2009  noon ET    Jonathan Salem Baskin, Jim Sterne, Jim Novo

With 10% of marketing executives being perceived as strategic and influential by the C-suite there’s clearly a crisis of confidence.  I’ve mentioned Jonathan’s blog and book before and here’s a chance to hear a bit of the inside story.  You’ll learn how to exceed expectations of both C-suite executives and customers, neutralize political feuds by organizing cross-departmentally, and how to stop thinking like a reporter and start acting like an advisor

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Everything They’ve Told You About Marketing Is Wrong
April 21, 2009   1pm ET  Ron Shevlin

Are you sick and tired of reading the same old blah, blah, blah, from the so- called marketing experts who just tell you stuff you already know? Then you need to attend this session as the grumpy old man cuts through the morass of bad advice and introduces you to the must-dos in the new world of marketing.  I know Ron personally (as in offline) and even if you disagree, you will be entertained.

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What Online Marketers Can Teach Offline Colleagues (and vice versa)
May 19, 2009  noon ET     Kevin Hillstrom, Akin Arikan, and Jim Novo

A WAA event, open to both members and non-members.  Web analysts are not the first to grapple with multiple channels.  Traditional marketers have always had to illuminate customer behavior across stores, call center, direct mail, etc.  So, rather than reinventing the wheel in each camp, what proven methods can you teach each other?  Three different but aligned approaches on solving the multichannel puzzle, should be something for everyone here.

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Take your brain out for some exercise, will ya?

 

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