For most organizations, MarCom spend is high stakes. Leaders in your marketing and sales organizations correctly perceive that blunt cost cutting can be disruptive, time consuming, even put revenue at risk. In all cases, changes to budgets, marketing mix, creative relationships, and media buying tactics need to be managed with skill and sensitivity.
The Marketing Center of Excellence brings sourcing experts with deep client/agency skill sets to the job of achieving greater productivity from marketing investments. Their analytical skills and familiarity with the landscape of service providers add a dose of objectivity to the challenging task of finding value hidden in your marketing supply chain.
Access best-practice skills for optimizing return on MarCom investments
Our leaders know from experience that initiatives treating marketing spend as just a Price/Quality exercise are often disappointing. Working with subject matter experts who have been on your side of the table, we first do the hard work of understanding your target customers, marketing objectives, contracted relationships and performance history before investigating opportunities to enhance ROI.
Knowing that deeply rooted and hard-to-duplicate relationships between marketing organizations and their legacy agencies can defy professional review or competitive sourcing environments, we help your team to objectively benchmark billing rates and media costs to reveal never-negotiated, above-market rates embedded in long-standing contracts.
Pricing methodologies for agencies and other marketing services providers are evolving. In some cases, we work with your team to consider opportunities to move invoicing from pay-by-the-hour to paying for deliverables in a defined scope of work or service-level agreement. In other cases, we help analyze the opportunities for insourcing fully utilized services to raise agility and reduce cost.
Reveal data-driven opportunities by marketing/agency insiders
A two-decade old transition of message delivery to digital platforms and the increased reliability of purchase attribution has spawned a ‘new game’ for targeting and winning attractive segments of customers. In addition, A/B testing, conjoint analysis, and other techniques are optimizing landing pages, purchase offers, lead magnets, email open rates, social content engagement and more.
When applied by our expert marketing technicians, econometrical methodologies help move investments to campaigns proven to produce results and away from those that produce “likes” but no sales. We turn under-utilized data in your organization into tools for optimizing media mix, campaign priorities and overall MarCom ROI.
Embrace ROI-enhancing skills in the marketing organization
Unlike other approaches for optimizing ROI in MarCom, the Marketing Center of Excellence assists as a force multiplier, teaching and embedding quantitative techniques and competitive sourcing practices into your marketing organization. We begin by working alongside your staff to assess current contracts and how you approach buying marketing services.
Using this maturity-matrix model and our experiences at other companies like yours, will lead frank discussions about where your MarCom sourcing methods could be improved. Then, we dig in and train your team to close gaps in how you find and qualify new service providers, monitor key performance indicators and demonstrate how marketing investments are meeting their objectives.
Continually improving the ecosystem of relationships that communicate value to customers
We do not see the pace of change in essential marketing skill sets slowing any time soon. Being insightful and agile enough to see and act on opportunities early, before rivals do, takes special skill. Collaborating with Impendi’s Analytics Solutions group, the Marketing Center of Excellence will provide your team with enhanced methods for optimizing your ecosystem of marketing services.
We adhere to metrics-driven executional excellence and 3-level governance at all stages of our engagement, ensuring a well-managed journey as you find-get-keep maximum procurement cost savings. At exit, we leave a mature marketing organization prepared to succeed in the rapidly changing landscape of media technologies, platform services and creative requirements.