Where the value is hiding
We may not always find the CMO in the same place, but you can bet your bottom dollar that the CMO is always where the value is. Now, let’s figure out where the value is in the Content Hub.
Marketing operations ROI triangle
QUALITY
Value
COST
SPEED
For starters, simple return on investment (ROI) optimizations are most likely to be found in marketing operations. In marketing operations, the number of parameters you can influence is not overly complicated. As with many processes, it comes down to cost, quality, and speed. Together, they make up what we usually represent as a triangle to emphasize the correlation. This triangle is the foundation for influencing ROI and eventually value. More on that later. Quality Although quality seems like a parameter that’s harder to quantify, let’s just look at some examples. Better briefings, more efficient review and validation rounds are easy paths toward better quality and higher effectiveness in marketing deliverables. On another level, more accessible brand guidelines and assets, well- defined localization processes, and access to validated marketing content and source files prevents improvisation and leads to a more consistent end result.
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