5 steps to a better marketing management process
Have you ever watched with envy as another business’ marketing campaign soars to the top of the digital mountain?
While you’re there struggling with a 100-pound bag on your back, a stitch in your side, and blisters on the balls of both feet?
How is it possible for some teams to make a complex marketing campaign look as easy as breathing?
It all boils down to management (sorry, but the buck stops with you).
That’s why you need to be implementing an optimized marketing management process.
With the right process, you can analyze, innovate, and execute campaigns effectively.
This article will explain the basics of the marketing management process and show you a 5-step process to guide your team to success on any campaign.
What is a marketing management process?The marketing management process is a series of strategic management actions undertaken by marketing leaders that inform their staff while optimizing a marketing campaign for efficiency.
The marketing management process is not a one-and-done instruction manual that you create and then never touch again. It’s a living, breathing, evolving part of your marketing plan.
As such, it requires action, analysis, and adaptability.
Some of the aims of a strategic marketing management process are:
- Increasing the productivity of your staff
- Encouraging better and more productive collaboration
- Documenting the strategy you’re taking, as well as its results
- Creating measurable goals
- Monitoring results
- Optimizing and iterating improvements for future campaigns
And executing an efficient marketing management process works…
- Goal-setting marketers are 376% more likely to report success
- Marketers with a documented strategy are 313% more likely
- Marketers who proactively plan projects are 356% more likely
Yet, (likely because they don’t have the tools that make it easy) only 51% of marketing teams say they organize tasks, campaigns, and projects ahead of time.
It’s like knocking an arrow and pulling it back to your cheek, then just firing straight up in the air and hoping you somehow hit the target.
Let’s break down how you create an optimized marketing process at your business (before you get hit in the head by a flying arrow).
5-steps to an efficient marketing management process
If you’re a marketing manager, you already know the basics of the marketing process. We’re not going to talk about how to create buyer personas or manage an SEO campaign.
Instead, we’re going to focus on the most direct path to create, execute, and measure a strategy that converts prospects into customers as efficiently as possible.
Here are the 5 steps to creating an organized and efficient marketing management process.
Analysis is the backbone of a data-driven marketing management process. You’ll need to conduct research on your target market and competitors, as well as analyze the effectiveness of previous campaigns.
Marketing analytics is the single largest area of investment for most companies, with an average 16% of the total marketing budget allocated to measuring the success or failure of the things they try.
Marketing teams need a full understanding of their target customer, their needs and pain points, and how to offer a product or service as a solution. Your current client data can also offer insights into your market’s desires and behaviors.
You’ll also want to comb through previous campaigns’ KPIs to determine their effectiveness.
This process is far easier when you’re using a centralized digital workspace platform like monday.com. With monday.com, you’ll be able to easily track existing campaigns in order to identify trends and assess marketing campaign performance.
You’re also going to have to take a long hard look at your biggest rivals. Our competitor analysis template will help you curate and analyze information on those “soar up the mountain” teams.
#2: Set clear goals
While 49% of companies report that acquiring new customers is their primary objective, there are a number of ways that marketing teams measure success.
These might include (but are definitely not limited to)…
- Number of qualified leads in a set period
- Level of target customer engagement (based on NPS score)
- Conversion rate (of a specific campaign, for a specific conversion goal)
- Brand awareness levels (tracked by brand searches, perhaps)
Marketing goal-setting success is often determined by following the SMART system.
Your goals should be…
- Specific: Zero in on a specific metric or performance indicator
- Measurable: Make sure you can monitor or measure your progress
- Actionable: Identify the actions you need to take
- Realistic: Make sure the goal is achievable
- Time-bound: Set a definitive time period
A central digital workspace, like monday.com’s marketing strategy template, can help you set and keep track of any goals that you set.
#3: Harness tools to stay on top of campaign progress
Marketing managers often oversee numerous campaigns simultaneously across multiple channels.
To ensure everything goes smoothly without any confusion, managers use templates to guide their team members along one uniform path.
Templates also save a lot of time when you’re launching a new campaign. You won’t have to start from scratch when you can use older templates — updating them to launch new campaigns faster.
One effective template that we can recommend is monday.com’s marketing campaign template. It helps you visualize goals and make decisions based on observable data.
#4: Implement automation
Task automation is a must-have to remain competitive and efficiently use resources.
In fact, spending on marketing automation tools is increasing at such a rapid rate that it is projected to exceed $25 billion by 2023 — a 14% annual growth rate.
And monday.com is on the cusp of the industry, with automations and integrations within our platform that enable teams to focus on creative tasks while technology handles everything repetitive and tedious.
#5: Monitor and review
The fifth and final stage of the marketing management process is to monitor your campaigns to make sure that everything is on track.
Measuring your metrics in real time will allow you to see if the objectives you set at the beginning are being met. You’ll also be able to optimize and iterate on them for future campaigns.
You can use monday.com’s campaign tracking template to help keep track of both your active and past campaigns. This will help you determine the various trends that pop up or shift as it pertains to your target audience.
Great marketing campaigns are driven by a marketing team, but they are plotted by a qualified leader.
Whether you’re a marketing director or a business owner, if you want to lead your team to the top of the mountain, it’s important to understand and implement all 5 steps of the marketing management process.
By selecting the right templates on monday.com, you can organize your team around one central platform and provide them with the support that they need.Try our templates now!