Six Tips Marketing Operations Leaders Can Use To Prepare For A Potential Recession – Forrester

Laura Cross, VP, Principal Analyst
Looking ahead toward a potential recession, B2B organizations will aim to conserve budget across marketing. In response, marketing leaders will look to identify realistic savings.
Whether you’re preparing for a recession, trying to improve profitability, or implementing a growth strategy of improved productivity, marketing operations leaders can leverage the following six operational tips and accompanying resources to help the organization save money, reduce wasteful spend, and align spending to company objectives for growth.
Prioritize existing opportunities for growth and refine your strategy accordingly. For clients, The Forrester Marketing Strategy Compass Template is a useful tool for revisiting goals and adjusting the actions marketing will take to pursue them. It’s important to align with other marketing functional leaders and other revenue-engine functions, such as sales and product, as you adjust your goals.
Continue to focus on core capabilities and balance long-term and short-term opportunities:
Rethink program families — reputation, demand, customer engagement, and enablement — to align with the needs of the markets you’re targeting. (If you’re a client, use Forrester’s Campaign Framework.) Use caution to not over-rotate the program family balance to demand only objectives. Align product launches to campaigns, and embed launches that address feature improvements and gaps into existing campaigns rather than creating new campaigns for each launch.
Leverage the Campaign Framework to prioritize program families — reputation, demand, customer engagement, and enablement — to align with the needs of the markets you’re targeting. Use caution to not over-rotate the program family balance to demand only objectives. Align product launches to campaigns, embedding tier 2+ product launches into existing campaigns rather than creating new campaigns for each launch.
Use the Strategic Budget Allocation Process to do the following:
Audit and document marketing processes and automation to support a distributed workforce.
Review your current martech stack to assess how well adopted it is and whether the full capability is being used. Consider consolidation options based on business needs and supporting marketing goals.
Review your current martech stack to assess how well adopted it is and whether the full capability is being used. Consider consolidation options based on business needs and supporting marketing goals.
Forrester clients can schedule guidance sessions to talk about their specific challenges. If you’re not a client and would like to learn more, please reach out.
Stay tuned for updates from the Forrester blogs.
Stay tuned for updates from the Forrester blogs.

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