My Latest Research: Marketing Beyond The Status Quo April 23, 2008Posted by Elana Anderson in Customer Analytics, Customer Experience, Database Marketing, Integrated Marketing, Marketing, Marketing Technology, Online Marketing.
Tags: Balanced Scorecard, Marketing Relevance, Responsys
I am very excited to announce the launch of my latest research, “Marketing Beyond The Status Quo.” The research, sponsored by my friends at Responsys, seeks to help marketing organizations assess and address the barriers that prevent them from being more customer-focused, relevant, and integrated. The report unveils the Marketing Status Quo (MSQ) Model – backed by a diagnostic self-test and step-by-step program guide – to help marketers determine their relevance maturity and develop a realistic action plan to become more customer-focused.
The MSQ Model assesses the fundamental competencies required for marketing relevance:
- Strategic: How customer-focused are your marketing efforts?
- Analytical:How strategic and actionable is your customer insight?
- Technical: How well-suited is your infrastructure to support customer-focused marketing?
- Process: How collaborative, efficient and error-free are your marketing operations?
Each competency is equally weighted and combined to yield an overall Relevance Maturity Score, which defines a MSQ Level ranging from 1 (broadcast) to 5 (integrated). Marketers can leverage the model in conjunction with the MSQ Self-Test to assess their status quo, as well as identify the steps they must take in order to successfully move to the next level.
For a free copy of the full report, visit www.responsys.com/beyond. I hope that you will find the research interesting and the tools useful. If you have any feedback, please don’t hesitate to comment here or contact me directly.