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
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