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9 AREAS TO

MAXIMIZE MARKETING PERFORMANCE

CHALLENGE

Marketing teams don't age well. New skills, technical experience, and subject matter expertise are hard to come by, and even harder to integrate into teams unwilling to or afraid of change.

 

 

APPROACH

Build your marketing organization for where you want to be by understanding the larger business context; what your competitors are doing; where your team is struggling; and what it will take to win.

 

 

SOLUTION

heyMATTER's 9 focus areas to identify if, where, and how you should adjust your marketing organization to maximize performance. Contact heyMATTER to get started.

WHAT IS THE BEST MARKETING ORG STRUCTURE? 

 

 

The best structure for your marketing organization is one that maximizes communication, transparency, and accountability. A marketing department that is organized to maximize these three aspects will serve as a stronger partner to the business; execute more profitable projects; exceed customer/stakeholder expectations; and attract and retain top talent.

 

The right people ... in the right seats ... on the right bus ... going in the right direction.

HOW DO WE ORGANIZE OUR MARKETING TEAM FOR SUCCESS?

 

 

Organize your marketing team to serve your customers/stakeholders. By structuring your organization to better meet your customer's needs, you will, almost by default, achieve success in your marketing projects. 

 

Despite what the internet wants to sell you, there are no universal marketing org structures, just as there are no other marketing organizations comprised of your unique people - leadership and staff.

 

At heyMATTER, we focus on 9 areas to help businesses maximize their marketing performance while streamlining their marketing organizations.

 

  1. Business Goals

  2. Competitive Landscape

  3. Long-term Structure

  4. Resource Planning

  5. Skill Audit

  6. Cultural Fit Assessment

  7. Continual Improvement

  8. Change Management

  9. Restructure

 

Making changes to your organizational structure can be one of the most difficult, socio-political undertakings a business leader can take on, but with great risk ... comes great business.

 

Common marketing team challenges we address:

 

  • Roles & responsibilities

  • Communication

  • Accountability

  • Collaboration

  • Project ownership

  • Brand integrity

  • Marketing & Sales alignment

  • Staff performance

  • Project efficiency

  • Customer (or customer service) feedback

  • Budgeting

  • Outsourcing

  • Growth planning

  • Downsizing

 

As with most of our services, we hold nothing back in revealing our ultra-mega-proprietary process and approach to solving your marketing challenges. Below are the 9 areas of focus we use to assess, identify, plan, and resolve your business's marketing organizational challenges. Check them out and let us know if you are ready to talk about your marketing org.

9 ORGANIZATIONAL AREAS

TO MAXIMIZE MARKETING PERFORMANCE

It's easy to experience an undesirable marketing outcome and jump right to "fixing it." However, this often means you address a symptom, but not the underlying issue. You're looking into heyMATTER as a means to fix the root cause, not the symptom. Our first step is to gain a high-level view of what the business is trying to achieve. We do this to ensure that your marketing organization is in-line with the business as a whole. If not, then fixing acute issues like team collaboration or project efficiency will have little long-term value.

1. BUSINESS GOALS

Attempting to "fix" marketing organization issues without a greater context for what you are competing against and what it will take to win is shortsighted. Much like we first look at your business goal alignment, heyMATTER examines what you will have to overcome, even after you magically get all the budget, headcount, and new technology you asked for. We leverage the wisdom of your competitors, direct and indirect, to provide the proper perspective filters prior to diving into what appears to be your challenge.

2. COMPETITIVE LANDSCAPE

You probably have a strong idea of where you want to see your marketing organization at the end of the year, three years out, maybe even five. Trying to triage a systemic challenge now may hamstring fulfilling that vision. heyMATTER clarifies, and/or helps develop, the long-term structure of your organization. By doing this, we can ensure that all investments in the organization, including solving any immediate challenges, are in service to the desired structure ... based on your specific competitive landscape and business goals.

3. LONG-TERM STRUCTURE

Some marketing organizational challenges are solved by adding a missing reporting line, creating communication channels, or removing a problem staff member. But many require significant budget and/or capital expenditure investments in staff with high-value skills, software and technology platforms, outsourcing, continuing education and training programs, etc. Since you know what the business needs, what the landscape looks like, and how you want to grow, heyMATTER helps build the resource plan (and pitch, if necessary) to get you there.

4. RESOURCE PLANNING

If you've looked out your marketing window today, you've noticed it looks different ... then it did 5 minutes ago. This means there is high probability that many of your marketing challenges are related to missing knowledge, skills, and expertise. As you work to enhance Marketing's productivity and business impact, heyMATTER performs skill audits to identify your team's strengths, opportunities, and gaps. The skills audit is of extreme value when viewed through the lens of your long-term planning.

5. SKILL AUDIT

When assessing how best to solve your marketing organizational challenges, heyMATTER goes to great lengths to ensure we are solving the root causes. When looking at your staff, we first objectively assess their skills, which we do separate from the individual's cultural contribution. With the skill audits complete, we can look at how each leader and staff member contributes to the marketing organization's overall culture. From here, we make specific recommendations on how to address each member to create/reinforce the desired organizational culture.

6. CULTURAL FIT ASSESSMENT

You contacted us to help address an acute organizational challenge. Through the root-cause discovery process, you now have a better understanding of your challenge and what's required to take your organization forward. At this point, we could walk away and wish you luck. heyMATTER, however, wants to ensure you continue to build on the work you've invested in. This being so, we develop purpose-driven communication and assessments for you and your team leaders to continually monitor your marketing organization health and enhance its productivity.

7. CONTINUAL IMPROVEMENT

It's no surprise, change is hard, especially when it involves new people, processes, or technology. Now mix in some organizational change fatigue, lack of process training, and the executive-reality-bubble, and it becomes easier to pass the task of change off to the next leader or team. heyMATTER understands the difficult nature of marketing organizational change, which is why we work with you to implement changes beginning with culture, soliciting collaboration and buy-in, leading with action, and exploring both conventional and unconventional approaches.

8. CHANGE MANAGEMENT

In light of high-profile bankruptcies, mass layoffs, and a generally litigious corporate culture, "restructuring" is not a word that instills hope and excitement among marketing teams. However, heyMATTER views restructuring as a positive undertaking that can serve as a touchpoint of hope, focus, and growth for your marketing organization. Whether restructuring means aligning a few elements within your current team, or building an entirely new, cross-functional organization, heyMATTER will provide as much process, oversight, and guidance as needed.

9. RESTRUCTURE

ORGANIZE FOR SUCCESS

WHERE DO WE BEGIN OPTIMIZING OUT MARKETING ORG?

 

 

Start here. Knowing you have problems with your marketing organization is one thing. Knowing where to start solving them is something different. heyMATTER can help meet your marketing organizational needs - from problem to plan, plan to implementation. 

 

If you are ready to get started, click Start a Project, and we will get together soon.

NEED TO TALK THROUGH SOME ORG THOUGHTS BEFORE GETTING STARTED?

 

WHAT ELSE CAN WE HELP WITH?

S

Does your marketing strategy fail to deliver the business results you need?​

OS

Is your marketing team organized for efficiency, value creation, and productivity?

CP

Do your marketing campaigns create the customer engagement and sales growth you need?

PD

Are your marketing proposals winning you new clients or internal budgets?

PM

Are your marketing projects on time, on budget, and exceeding expectations?

A

Does your marketing empower your sales team to close more deals?

CC

Do your clients or stakeholders feel like they are an integral part of the marketing process?

P

Do your marketing processes drive your profitability and visibility?