Streamline marketing-finance operations to drive revenue growth
As CMOs face mounting pressure to drive business growth with limited resources, they must also contend with budget pressure, heightened resource demands, and the difficulty of tracking spend across multiple channels. In this article we present a step-by-step path for CMOs to address the impact of marketing-finance complexity.
Using simple, yet robust solutions to manage channel complexity, front-office teams can focus on building marketing and sales performance rather than repetitive administrative tasks that drain productivity. This can be achieved by taking the following steps:
Maintaining fresh, shareable data streams on strategy performance is critical to optimizing marketing-finance management processes. By ensuring data visibility, CMOs can enable spend and resource benchmarking across the entire organization, leading to better decision-making and more efficient use of resources. CMOs can achieve this by taking the following steps:
Creating a scalable model for marketing process efficiency based on real-time insights and the practicalities of front-office workflows can help marketers direct spend where it will produce the best results. By optimizing marketing processes, CMOs can help their teams work more efficiently, reduce redundancies, and increase productivity. CMOs can achieve this by taking the following steps:
The financial ecosystem is built on interconnected processes designed to streamline transactions, limit user experience inconsistencies, and enable commerce to scale efficiently. Creating a “micro-ecosystem” that manages insights, ERM, measurement, and workflows through a single solution can help CMOs meet revenue benchmarks in a cost-efficient manner.
Front-office teams’ workflows are optimized using the technology and tools necessary to achieve visibility over spend and performance while optimizing resource use at scale.
Marketing and corporate strategy are aligned and focused on long-term revenue goals, with granular insights guiding day-to-day decision-making.
The integration of new technologies is structured based on relevant use cases. It proceeds with caution, focusing on immediate improvements on legacy systems and minimizing disruptions to workflows during the legacy sunset process.
As you focus on the challenges ahead, KPMG Customer Advisory can help you improve the ROI of your marketing investments by informing strategies for marketing technology, marketing operations, and talent management with connected insights. If you have identified front-office challenges within your organization, reach out to one of our Customer Advisory contacts below.
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