Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty.
Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps:
Align marketing talent, technology, and strategy to reach performance goals
Drive digital marketing transformation within your organization
Recruit, train, and retain a modern marketing team
Propel growth through digital-savvy marketing agency partners
Adapt more quickly to marketing technology advancements
Create connected customer experiences
Turn marketing data into intelligence, and intelligence into action
Devise integrated marketing strategies that deliver real business results
The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.
Foreword Dharmesh Shah xi
Acknowledgments xv
Introduction xvii
Section I The Backstory
Chapter 1 Mind the Gaps 3
The Marketing Talent Gap 3
The Marketing Technology Gap 6
The Marketing Strategy Gap 9
The Marketing Performance Gap 14
Chapter 2 Commit to Digital Transformation 17
Adoption and Adaptation 17
Obstacles to Evolution 18
The Exposed Brand 23
Section II Marketing Talent
Chapter 3 Build a Modern Marketing Team 31
A Talent War Has Begun 31
Rise of the Hybrids 44
The Science of Recruiting 46
Chapter 4 Construct an Internal Marketing Academy 53
Keeping Pace or Falling Behind? 53
The Role of Online Education 56
An Internal Academy Model 59
Chapter 5 Propel Growth through Agency Partners 69
The Marketing Agency Ecosystem 69
Finding Your Match 70
Managing the Outsourced Team 76
Section III Marketing Technology
Chapter 6 Create a Connected Customer Experience 87
It Is Their Journey, Not Yours 87
The Impact of Automation 88
Algorithms and Artificial Intelligence 92
Origins of the Intelligence Engine 96
Let's Get Contextual 98
Chapter 7 Manage the Marketing Technology Matrix 107
Into the Cloud 107
Brinker's Marketing Technology Landscape 109
Map Your Marketing Technology Strategy 112
Core Technologies Snapshot 116
Section IV Marketing Strategy
Chapter 8 Perform a Marketing Assessment 127
Potential for Success 127
The Marketing Score Model 130
Business and Marketing Cores 135
The Strategy Gateway 142
Chapter 9 Develop a Marketing Scorecard 147
Metrics That Matter 147
Getting Started with Google Analytics 158
Automate and Visualize Intelligence 164
Chapter 10 Strategize a Marketing Game Plan 167
e3 Model Snapshot 167
Evaluate 168
Establish 170
Execute 191
Conclusion 195
Resources 207
Notes 209
About the Author 219
Index 221
