What is one of the largest and most overlooked costs of a marketing operation?
Discover the most overlooked costs in marketing operations. Learn how effective asset management and workflow optimization can reduce hidden expenses.
GLOBAL LAUNCHES ENTAIL LARGE TEAMS AND MYRIAD HANDOFFS - POTENTIAL DELAYS
A closer examination of potential choke-points within a major launch suggests how automation might provide time- to-market gains.
Pressed with absolute deadlines, each contributor must perform designated tasks in very narrow time frames. Working across multiple time zones, the demands of a global launch can quickly become a 24-hour process management challenge.
Every doubling of the number of contributors squares the number of opportunities to miss key deadlines and, ultimately a market launch date.
Large teams spread throughout a global market spend significantly more time coordinating and double-checking their work than small teams in smaller, unified markets. Effective automation of the distribution of digital assets and repository-assisted localisation of these assets enable large, globally distributed, and otherwise clumsy teams to respond with the agility of a small business with tightly focused teams.
WHERE AUTOMATION MAKES SENSE
The logic of distributed media services and marcom centralisation often breaks down when you ask the question, “Exactly what can we automate?” HIVO’s analysis of successful automation projects in the area of marketing operations indicates that a firm should deploy automation from the bottom up, targeting a few strategic choke-points in pre-established and operational workflows.
Large, top-down deployments, such as ERP or CRM, encounter many unforeseen obstacles and often fail to achieve their business goals after years of significant investment.