It’s time to leave in the proverbial dust the redundant, tedious tasks that drag down your marketing team. By now, marketing leaders know that technology is crucial to staying competitive. But the organizations that are leveraging MarTech’s capabilities to virtually eliminate manual processes are the ones that are getting to the finish line first.
The following processes are common candidates for a tech tune-up that streamlines Marcom operations —
- Proofing and approving content
- Connecting data to content
- Ordering physical materials
- Building and running reports
It may seem too good to be true – a few clicks can accomplish in a fraction of the time what previously required hours of work – but be aware that informed selection and thoughtful implementation are indispensable to the tech equation, not to mention careful attention to planning and strategy.
That being said, once it’s up and running, the capabilities offered by the right martech can take efficiency and productivity to new heights.
How Technology Gets It Done
Here are four areas where technology injects speed and accuracy into marketing and communications processes:
Content reviews and approvals are notorious for holding up the time to market. Tech solutions can eliminate the waiting game with built-in workflows. The technology can be programmed to send alerts each step of the way, notifying only the relevant stakeholders that action is required. It can enforce an action by just one, two or several users. This can help eliminate missed deadlines, last-minute changes, and conflicting feedback.
Automated Data Transfer
Technology platforms give systems the ability to “talk” directly to each other, and code can be written to immediately connect data to content. This means no more managing clunky Excel lists, no more constantly providing instructions via Word docs or email. Variable content can be set up so that data can immediately populate the correct fields.
While many still envision e-commerce solely in the realm of a consumer-vendor relationship (think customers ordering vacuum filters online), e-commerce translates easily to business. With a cloud-based application, users can order customized assets to meet all manner of needs.
For example, managers can obtain business cards for a new employee, or an independent insurance agent can request a packet for a newly insured individual. This sort of self-service platform takes the burden off – depending on your business structure – the marketing, customer service or fulfillment teams to constantly fulfill these requests.
A brilliant marketer is not always an Excel wizard. And a busy executive should spend their time building a narrative from the data, rather than hours building the reports that will allow them to do so.
Manual reporting processes too commonly eat up hours of time spent cobbling information together from other departments, and manipulating and checking data. Missing data and lack of data integrity are side effects.
Tools like pre-built reports, custom reports and dashboards alleviate this burden. Cloud-based systems treat reporting as a core feature, as businesses continue to demand better insights into actions and clearly trackable outcomes. Technology also easily automates a variety of reporting views. Once a report is customized at the root level, it can be cloned and modified in moments based on the end user’s needs.
Ready to Let Technology Do Some of the Heavy Lifting?
The smart application of technology can transform Marcom operations from sluggish to strikingly fast. Strata Company has more than 20 years of experience helping clients implement the latest technology-driven approaches that measurably increase efficiency and transform their ability to compete. Contact us today and find out which tech applications make the most sense for your organization.