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Customer Experience 5 steps to taking the surprise factor out of marketing Staying on top of all the moving pieces that accompany marketing planning, execution, and management can be extremely challenging and can lead to unwelcome surprises—especially for marketers who lack a clear line of sight to resources, budgets, priorities, and timelines. When planning runs inefficiently, it can start to feel like all the work isn’t doing its job: studies show that only 61% of today’s marketers believe their marketing strategy is effective. Here are 5 steps you can take to help eliminate the surprise factor from marketing: 1 Plan with confidence The thought of assembling spreadsheets, pivot tables, and PowerPoint presentations is enough to make most marketers consider giving up before they even start. Juggling different calendars to schedule messages, send out email blasts, publish press releases, and set up future campaigns can be daunting and the process of syncing them can take hours or even days more than it needs to. With a centralized calendar, marketers can gain a complete view of their campaigns, visualize important milestones, and easily make adjustments to planned execution if needed. Infor Marketing Resource Management How To 1 2 Maximize budget spend It’s bad enough when marketers juggle spreadsheets to create calendars, but things really get messy when they use spreadsheets to manage the marketing budget. A marketing budget can be a volatile beast, influenced by factors such as data, competition, or even spur-of-the-moment executive decisions. At times, it can be so hard to make informed decisions that insight into ROI seems impossible. But marketers who calculate ROI are 1.6 times more likely to receive higher budgets, and without a full view, marketers risk overspending or—even worse—leaving money on the table. To increase control and calculate ROI, marketers need to be able to track and manage their budgets without spreadsheets, automating their processes and optimizing budgets. 3 Effectively manage resources The task of executing a marketing campaign can rely on resources both inside and outside an organization. From design to review cycles to approvals, keeping track of milestones throughout the campaign creation and execution process can lead to an overwhelming abundance of email communications, requiring the management of information across several disparate systems, and leading to time wasted on administrative tasks. Infor Marketing Resource Management How To 2 Because of these issues, 62% of companies outsource all or part of their digital marketing tactics, primarily the most difficult types to execute. Having enough information to manage all activities and task workflow is critical to a successful campaign launch. There are too many moving parts to simply rely on email or the phone. To be successful, marketers need to improve visibility and control over their most important asset—the team. By tracking and monitoring work allocations and effort, marketers can give their people the tools they need to do their jobs more easily. 4 Get a complete view Many marketing teams are deeply fragmented, and their decisions are often opinion-driven rather than data-driven. Without a full view into these key areas, campaigns will inevitably fail, leaving marketers juggling several bits of information to try and figure out what went wrong. But studies show that only 27% of marketers have a process in place to aggregate, organize, and manage the visual assets being used across their marketing teams. To create more effective campaigns, marketers need to establish systems that track costs, standardize and prioritize workflows, deliver real-time analytics, drive more value, and report their progress more efficiently. With 100% visibility over their operations, marketers can achieve real-time insight and make informed decisions to respond to even the toughest of day-to-day challenges. Share this: 5 Ensure compliance Compliance monitoring is no longer optional. Organizations need to adhere to company, industry, federal, and other rules and regulations or it can have dire consequences on the brand. Still, across the main social media channels, there is an average 'compliance gap' of 58% among UK financial firms and 34% for US-based firms. Successful marketers make compliance a top priority in campaign strategy. It’s imperative that activities and their associated sign-off processes are tracked and monitored to capture all audit-related details. To maximize compliance and minimize risk, marketers need to establish a clear audit trail over the approval process to easily meet advertising and company regulations and face audits without any fear of harm. Learn more about Infor Marketing Resource Management › Copyright ©2017 Infor. All rights reserved. The word and design marks set forth herein are trademarks and/or registered trademarks of Infor and/or related affiliates and subsidiaries. All other trademarks listed herein are the property of their respective owners. www.infor.com. 641 Avenue of the Americas, New York, NY 10011 INF-1623519-en-US-0217-1