Have you ever watched in awe as another business’ marketing campaign climbs to the top of the digital mountain?
How do some teams manage to make their marketing efforts look effortless?
Successful marketing begins with a strategically planned management process, whether you’re focusing on email marketing, social media, public relations, etc.
With the right process, you can effectively analyze, innovate, and execute campaigns. In this post, we’ll share 5 steps for developing a marketing management process that guides your team to success on any campaign.
What is a marketing management process?The marketing management process is a series of strategic management actions by marketing leaders that help team members optimize a marketing campaign for efficiency.
The marketing management process is not a one-and-done instruction manual that you create and never touch again. It’s a living, long-term, and evolving part of your marketing plan.
As such, it requires action, analysis, and adaptability.
A few of the goals of a strategic marketing management process are:
- Increasing team productivity
- Encouraging productive collaboration
- Documenting the strategy as well as its results
- Creating measurable goals
- Monitoring results
- Optimizing and iterating improvements for future campaigns
Part of what sets this process apart from other strategies is that it shows tangible results. Check out a few statistics from CoSchedule:
- Goal-setting marketers are 376% more likely to report success
- Marketers with a documented strategy are 313% more likely to report success
- Marketers who proactively plan projects are 356% more likely to report success
Yet, (likely because they don’t have the marketing tools that make this process smoother) only 51% of marketing teams say they organize tasks, campaigns, and projects ahead of time.
Let’s break down how you can create an optimized marketing process for your business.
5-steps to an efficient marketing management process
If you’re a marketing manager, you already know the basics of the marketing process. Instead of covering how to create buyer personas or manage an SEO campaign, we’ll focus on how to create, execute, and measure a strategy that converts customers fast.
Below, we explain 5 steps to creating an organized and efficient marketing management process.
Step one: analyze
Analysis is the backbone of a data-driven marketing management process. You’ll need to conduct market research on your target market and competitors, as well as analyze the effectiveness of previous campaigns. Many companies also use the traditional SWOT analysis at this stage.
Marketing analytics is the single largest area of investment for most companies, taking up an average of 16% of the total marketing budget.
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.
Additionally, you’ll also want to comb through previous campaigns’ KPIs to determine their effectiveness.
This process is far easier when using a centralized digital workspace platform like monday.com. With monday.com, you’ll be able to easily track existing campaigns to identify trends and assess marketing campaign performance. Our competitor analysis template will help you complete the important step of curating and analyzing information on your biggest competitors.
Step 2: set clear goals
Hubspot reported that 49% of companies said acquiring new customers is their primary objective.
Though there are a number of ways marketing teams measure success. These might include:
- 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.
When using this 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
To help you reach these goals, central digital workspace, like monday.com’s marketing strategy template, can help you set and keep track of any goals that you set.
Step 3: harness tools to stay on top of campaign progress
Marketing managers often oversee numerous campaigns simultaneously across multiple channels.
To ensure that everything goes smoothly without any confusion, managers use templates to guide their team members along one uniform path.
Templates are efficient tools 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.
When choosing marketing campaign template, opt for one that will help you visualize goals and make decisions based on observable data.
Step 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.
A solution with automations and integrations that enables teams to focus on creative tasks, while technology handles the repetitive and tedious, will set your team up for maximum efficiency.
Step 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 you’re meeting the objectives you set at the beginning of the process. You’ll also be able to optimize and iterate on them for future campaigns. Choose a software that helps you 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.
Optimize your marketing management process
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 efficiently, it’s important to understand and implement all 5 steps of the marketing management process.
By selecting the right templates, you can organize your team around one central platform and provide them with the support that they need.