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4 marketing takeaways from 2022 to help you conquer 2023

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4 marketing takeaways from 2022 to help you conquer 2023

‘Tis the season! The season for all things. For retailers, it’s absolute chaos. No time for strategizing. From here through the New Year, it’s execution all the time.

There is no “try” there is only “do,” as Yoda says. Launch things. Make money. Hit your year-end goals. 

As an email strategist, I got bored after the 15th of November, when my team locked down its holiday campaigns to the end of the year. My job was done. I did things to fill my time, but in the last six weeks of the year, nobody called on me for strategic thinking. Everybody was in execution mode.

Today, my agency’s retail clients are all heads down, launching campaigns. Our teams are helping them get things done. Everybody is in a mad push for the end of the year.

Teams in other verticals fall into one of two groups: 

  • The ones for whom December is just the end of the year. You want to finish strong, and that’s great. 
  • The ones, especially B2B marketers, who are crushing it to close deals by December 31. 

Whatever vertical you find yourself in, take a few minutes to walk with me and look back over what we’ve done in the last 12 months.

4 marketing lessons learned in 2022

I suspect many of you are grabbing time to read this while you’re on your way to something else — your daily stand-up, a team meeting, commuting to or from work (don’t read and drive) or just kicking back and looking for something to do because you don’t feel like doing what you’re supposed to be doing.

Wherever you are in your daily life, thanks for joining me to review the year, look for things we can pat ourselves on the back for and remind ourselves that we made it through another challenging year.  

1. The advice I shared in 2022 can guide you through 2023

When I look back at all the columns I wrote this year for MarTech, one thing stands out: Most of them are designed to help you level up your email program. I frequently advise marketers to stop what they’re doing, clear their minds, look at their efforts and think of how to improve them.

That has been my goal with my MarTech columns since I began writing them — to help marketers do better.

I share real-world advice pulled from my own experiences because I have been where you are now:

  • The person pushing the “Send” button.
  • The one getting screamed at to “send another email.” 
  • The marketer who had to figure out how to fight for every scrap of budget to make the email program achieve its potential.

If you’re thinking about what to do in 2023 but not sure where to start, visit my article directory on MarTech and search for ideas. How to do email audits, review your tech stack and move to a new ESP. How to brag a little about your team and your results and help your company understand the power of email and why it deserves investment.

You’ll find a year’s worth — and more! — of strategic and tactical approaches that can make a real difference in your email program. Find one or two improvements that you could make happen, along with a reserve list of five or six, and then follow my guidance for how to make them happen.

No, you don’t have to do it right now. Post a note on your cubicle wall or tape it to your computer monitor, and come back to it after the holidays. 

2. Brands are beginning to invest extra in email again

I’m noticing an encouraging trend — an increase in spend. We’ve seen significant investment in email by our clients in 2022. When I ask business owners why, they say they learned their lessons during the pandemic. They needed to invest in better platforms to take advantage of everything email could do for them.

We also saw people put their investments on hold to see what would happen in the economy and the labor force. But overwhelmingly, spending increases outpaced cutbacks or holds.

We also talked with front-line marketers. They told us they won their increases because they had effectively communicated the power, the upside and the opportunity of email in their organizations. 

They made a case for email. They educated their executives and pointed out where email could excel. They also highlighted instances outside of marketing where email could solve company problems that cropped up because of COVID-19.  

That’s the advice I shared a year ago in my forecast for 2022. Boast about your program a little. Talk about your email program with your executive team and point out what you’re doing and how you’re contributing to the company with email.

This has been one of my consistent themes this year because I can see the increase in business, and I want other marketers to share that mentality if they can put together solid business and communication plans.

In other words, if you want the funding, you have to think like a business owner. Because you own a business unit within your company. Treat your marketing program like a business, an asset, and communicate that asset to your executives.

This approach results in increased spending at companies that value email. That comes from people who own it.

Dig deeper: 5 email marketing lessons learned in the pandemic

3. RFPs and ESP migrations are off the charts

This is another long-term result of changes forced under the pandemic. Many companies found their platforms weren’t good enough. They weren’t fast enough. They couldn’t handle the fast pivots and new demands from extreme digital transformation.

That left many marketers wondering, “Am I the problem? Or is it my platform?”

In my 20 years of working with RFPs, migrating to new platforms and onboarding new clients, I saw people running RFPs because they didn’t understand what their present platforms could do. They hadn’t tried everything or taken ownership of the process to learn all the ins and outs.

Today, we are getting inquiries from people who have done that work and know that their platforms can’t take them where they want to go. They don’t have time to cope with sluggish systems, downtimes, workarounds or extra processes. These companies are driven to change and need platforms that can keep up with them.

You don’t have to be beholden to the platform — whether email, marketing automation, CRM or what have you — that you have been using. 

Digital transformation in its broadest sense can mean moving to a new platform that enables cross-channel and omnichannel marketing, that gets you to the Valhalla of real-time dynamic content, that draws a closer relationship between customer intent and product demand.

This rush to RFPs will continue in 2023. The frustration I hear from clients is tangible. This is a challenge to the existing ESP industry to do better. You can’t just say you “do email.” People want more than a pipe. They want functionality that goes beyond email and pushes email to do more.

Is an RFP in your future? Maybe. But before you start putting one together, be sure you’re using everything your current platforms offer. Audit your platform use to be sure you can accomplish everything you need to do now. 

Dig deeper: 5 tips for successfully switching email service providers

4. Finding balance is a need, not just a want

COVID drove home the idea that people want balance between their work and home lives. As I wrote last year (“Marketers: Where will you be a year from now?“), finding that elusive work-life balance would become a priority in 2022. Burnout was real, and we could feel its effects as 2021 ticked over into 2022.

I wish Elon Musk had followed my advice.

After he acquired Twitter a couple of months back, he sent out a now-infamous memo telling people they had to work harder — nights and weekends — or quit. 

My reaction: Somebody wasn’t reading the room.

Whether Musk appreciates it or not, we have moved beyond demands like that. We have moved beyond the corporate dictate that work is the be-all and end-all. 

Yes, some employees signed up for that 24/7 workday. That’s fine. That’s in their DNA. But many others looked at the choice between more work and more life and chose to have a life.

I hope this trend continues into 2023. Manage your work so you can take time for yourself. If you’re in ruins, so is your work.

In my 2021 column, I also advised marketers to keep their resumes updated and to take any interviews that come along. You could be happy as hell in the job you’re in, but keep an eye out for the next great opportunities.

Finally, continue to boast about your email program. Help others discover all the good work you do and get the respect you deserve. As some of my clients showed, it can pay off. 

Going into the new year prepared

As we go into 2023, let’s remember this — as hard as it was to work through the upheavals that COVID wrought in 2020 and 2021, we got to the other side. No, COVID is not over. We’re facing another winter with the triple threat of COVID, the flu and RSV, the respiratory virus that’s so dangerous for young children and the elderly.

And let’s not forget about the twin challenges of inflation and recession and whatever crisis is waiting for us. Can we meet it? Yes. Can we conquer it? Yes!

Over the 20+ years I have been in this business, email marketers have always impressed me with their spirit, their grit and their ideation. 

We are a talented industry, and we need to take pride in what we do.

Over the next few days, disregard Elon Musk’s advice and take time for yourself. Watch SpongeBob SquarePants. Put your phone down. Turn off your notifications. 

Put some distance between yourself and your work to start 2023 with a fresh perspective. Give yourself the gift of balance because you deserve to take breaks. 

Know that I think everybody reading my words is an amazing person. 

Have a wonderful holiday, and I’ll see you on the other side. 


Get MarTech! Daily. Free. In your inbox.



Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.



About the author

Ryan PhelanRyan Phelan

As the co-founder of RPEOrigin.com, Ryan Phelan’s two decades of global marketing leadership has resulted in innovative strategies for high-growth SaaS and Fortune 250 companies. His experience and history in digital marketing have shaped his perspective on creating innovative orchestrations of data, technology and customer activation for Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet and infoUSA. Working with peers to advance digital marketing and mentoring young marketers and entrepreneurs are two of Ryan’s passions. Ryan is the Chairman Emeritus of the Email Experience Council Advisory Board and a member of numerous business community groups. He is also an in-demand keynote speaker and thought leader on digital marketing.

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Here’s Optimizely’s Automatic Sample Ratio Mismatch Detection

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Here's Optimizely’s Automatic Sample Ratio Mismatch Detection

Optimizely Experiment’s automatic sample ratio mismatch (SRM) detection delivers peace of mind to experimenters. It reduces a user’s exposure time to bad experiences by rapidly detecting any experiment deterioration.

This deterioration is caused by unexpected imbalances of visitors to a variation in an experiment. Most importantly, this auto SRM detection empowers product managers, marketers, engineers, and experimentation teams to confidently launch more experiments. 

How Optimizely Experiment’s stats engine and automatic sample rate mismatch detection work together

The sample ratio mismatch actslike the bouncer at the door who has a mechanical counter, checking guests’ tickets (users) and telling them which room they get to party in.

Stats engine is like the party host who is always checking the vibes (behavior) of the guests as people come into the room.

If SRM does its job right, then stats engine can confidently tell which party room is better and direct more traffic to the winning variation (the better party) sooner.

Why would I want Optimizely Experiment’s SRM detection?

It’s equally important to ensure Optimizely Experiment users know their experiment results are trustworthy and have the tools to understand what an imbalance can mean for their results and how to prevent it.

Uniquely, Optimizely Experiment goes further by combining the power of automatic visitor imbalance detection with an insightful experiment health indicator. This experiment health indicator plays double duty by letting our customers know when all is well and there is no imbalance present.

Then, when just-in-time insight is needed to protect your business decisions, Optimizely also delivers just-in-time alerts that help our customers recognize the severity of, diagnose, and recover from errors.

Why should I care about sample ratio mismatch (SRM)?

Just like a fever is a symptom of many illnesses, a SRM is a symptom of a variety of data quality issues. Ignoring a SRM without knowing the root cause may result in a bad feature appearing to be good and being shipped out to users, or vice versa. Finding an experiment with an unknown source of traffic imbalance lets you turn it off quickly and reduce the blast radius.

Then what is the connection between a “mismatch” and “sample ratio”?

When we get ready to launch an experiment, we assign a traffic split of users for Optimizely Experiment to distribute to each variation. We expect the assigned traffic split to reasonably match up with the actual traffic split in a live experiment. An experiment is exposed to an SRM imbalance when there is a statistically significant difference between the expected and the actual assigned traffic splits of visitors to an experiment’s variations.

1. A mismatch doesn’t mean an imperfect match

Remember: A bonified imbalance requires a statistically significant result of the difference in visitors. Don’t expect a picture-perfect, identical, exact match of the launch-day traffic split to your in-production traffic split. There will always be some ever-so-slight deviation.

Not every traffic disparity automatically signifies that an experiment is useless. Because Optimizely deeply values our customers’ time and energy, we developed a new statistical test that continuously monitors experiment results and detects harmful SRMs as early as possible. All while still controlling for crying wolf over false positives (AKA when we conclude there is a surprising difference between a test variation and the baseline when there is no real difference). 

2. Going under the hood of Optimizely Experiment’s SRM detection algorithm

Optimizely Experiment’s automatic SRM detection feature employs a sequential Bayesian multinomial test (say that 5 times fast!), named sequential sample ratio mismatch. Optimizely statisticians Michael Lindon and Alen Malek pioneered this method, and it is a new contribution to the field of Sequential Statistics. Optimizely Experiment’s sample ratio mismatch detection harmonizes sequential and Bayesian methodologies by continuously checking traffic counts and testing for any significant imbalance in a variation’s visitor counts. The algorithm’s construction is Bayesian inspired to account for an experiment’s optional stopping and continuation while delivering sequential guarantees of Type-I error probabilities.

3. Beware of chi-eap alternatives!

The most popular freely available SRM calculators employ the chi-square test. We highly recommend a careful review of the mechanics of chi-square testing. The main issue with the chi-squared method is that problems are discovered only after collecting all the data. This is arguably far too late and goes against why most clients want SRM detention in the first place. In our blog post “A better way to test for sample ratio mismatches (or why I don’t use a chi-squared test)”, we go deeper into chi-square mechanics and how what we built accounts for the gaps left behind by the alternatives.

Common causes of an SRM  

1. Redirects & Delays

A SRM usually results from some visitors closing out and leaving the page before the redirect finishes executing. Because we only send the decision events once they arrive on the page and Optimizely Experiment loads, we can’t count these visitors in our results page unless they return at some point and send an event to Optimizely Experiment.

A SRM can emerge in the case of anything that would cause Optimizely Experiment’s event calls to delay or not fire, such as variation code changes. It also occurs when redirect experiments shuttle visitors to a different domain. This occurrence is exacerbated by slow connection times.

2. Force-bucketing

If a user first gets bucketed in the experiment and then that decision is used to force-bucket them in a subsequent experiment, then the results of that subsequent experiment will become imbalanced.

Here’s an example:

Variation A provides a wildly different user experience than Variation B.

Visitors bucketed into Variation A have a great experience, and many of them continue to log in and land into the subsequent experiment where they’re force-bucketed into Variation A.

But, visitors who were bucketed into Variation B aren’t having a good experience. Only a few users log in and land into a subsequent experiment where they will be force-bucketed into Variation B.

Well, now you have many more visitors in Variation A than in Variation B.

3. Site has its own redirects

Some sites have their own redirects (for example, 301s) that, combined with our redirects, can result in a visitor landing on a page without the snippet. This causes pending decision events to get locked in localStorage and Optimizely Experiment never receives or counts them.

4. Hold/send events API calls are housed outside of the snippet

Some users include hold/send events in project JS. However, others include it in other scripts on the page, such as in vendor bundles or analytics tracking scripts. This represents another script that must be properly loaded for the decisions to fire appropriately. Implementation or loading rates may differ across variations, particularly in the case of redirects.

Interested?  

If you’re already an Optimizely Experiment customer and you’d like to learn more about how automatic SRM detection benefits your A/B tests, check out our knowledge base documentation:

For further details you can always reach out to your customer success manager but do take a moment to review our documentation first!

If you’re not a customer, get started with us here! 

And if you’d like to dig deeper into the engine that powers Optimizely experimentation, you can check out our page faster decisions you can trust for digital experimentation. 

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How to Use Email Marketing Automation to Encourage SaaS Adoption

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How to Use Email Marketing Automation to Encourage SaaS Adoption

SaaS adoption refers to the process that earns your product a permanent place in your user’s workflow. This happens when you empower your audience to extract useful value from your solutions.

Email, a tried and tested communication tool, plays an essential role in helping brands relay their product’s value to their customers and educate them on how to make the most of it.

However, smaller teams might find themselves at a crossroads, balancing the need for personalized communication with the scale of their user base

Email marketing automation offers a practical solution by ensuring that each message is tailored and timely, yet sent out with minimal manual effort.

In this article, let’s look at five tips that will help you build robust email marketing automation that will motivate your audience to adopt your tool and make it a part of their daily lives.

1. Segment your audience

Audience segmentation is crucial for personalizing your emails, which in turn, can significantly boost SaaS product adoption. Remember, a message that resonates with one segment might not strike a chord with another.

The key to effective segmentation is understanding where each customer is in their journey. Are they new subscribers, active users, or perhaps at the brink of churning?

Here are some actionable steps to segment your audience effectively:

  1.  Analyze User Behavior: Look at how different users interact with your SaaS product. Are they frequent users, or do they log in sporadically? This insight can help you create segments like ‘active users’, ‘occasional users’, and ‘at-risk users’.
  2.  Utilize Sign-up Data: Leverage the information gathered during the sign-up process. This can include job roles, company size, or industry, which are excellent parameters for segmentation.
  3.  Monitor Engagement Levels: Keep an eye on how different segments interact with your emails. Are they opening, clicking, or ignoring your messages? This feedback will help you refine your segments and tailor your approach. Plus, consider setting up small business phone systems to enhance communication with your audience.

2. Create campaigns based on behavior

Sending behavior-based campaigns is pivotal in effective email marketing. By focusing on performance metrics such as open rates, click-through rates, and engagement times, you can gauge the effectiveness of your emails and adjust your strategy accordingly.

You can also use digital signage to entertain or make customers aware of something new – product or service, through a digital sign.

Different types of email campaigns serve various purposes:

  1. Educational Campaigns: These are designed to inform and enlighten your audience about their problem. They can include tips, best practices, and how-to guides. The goal here is to provide value and establish your brand as a thought leader in your industry.
  2. Interactive Campaigns: These campaigns encourage user engagement through surveys, quizzes, microblogging platforms, or feedback forms. They not only provide valuable insights into user preferences but also make the recipients feel heard and valued.
  3. Onboarding Campaigns: Targeted toward new users, these messages help them get the value they seek from your product as soon as possible. They can include step-by-step tutorials, video guides, or links to helpful resources.

4.Re-engagement Campaigns: Aimed at inactive users, these emails strive to reignite their interest in your SaaS product. They might include product updates, special offers, or reminders of the benefits they’re missing out on.

3. A/B test before deployment

Rather than pushing a new campaign to your entire audience as soon as you draft the emails, A/B testing helps you know whether your messages are any good.

Here are some best practices for A/B testing in email automation:

  1. Test One Variable at a Time: Whether it’s the subject line, email content, or call-to-action, change just one (or a couple) element per test. This clarity helps in pinpointing exactly what works and what doesn’t.
  2. Choose a Representative Sample: Ensure that the test group is a good mix of your target audience as a whole. This way, the results are more likely to reflect how your entire audience would react.
  3. Measure the Right Metrics: Depending on what you’re testing, focus on relevant metrics like open rates, click-through rates, or conversion rates. This will give you a clear picture of the impact of your changes. Along with these steps, it’s important to use an SPF checker to ensure your emails aren’t marked as spam and increase the deliverability rate.
  4. Use the Results to Inform Your Strategy: Once you have the results, don’t just stop at implementing the winning version. Analyze why it performed better and use these insights to inform your future campaigns.
  5. Don’t Rush the Process: Give your test enough time to gather significant data. Adopt comprehensive marketing reporting solutions that give you a clear picture of your campaigns’ efficacy.

4. Leverage email templates

When managing multiple email automation campaigns, each with potentially dozens of emails, the task of creating each one from scratch can be daunting. Not to mention, if you have multiple writers on board, there’s a risk of inconsistency in tone, style, and branding.

Email templates are your secret weapon for maintaining consistency and saving time. They provide a standardized framework that can be easily customized for different campaigns and purposes.

They are also a great way to communicate with your customers. Another way to communicate efficiently with your customer is through best small business phone systems, which is especially efficient when conveying information about your product or service.

Here’s a rundown of various types of templates you should consider having:

  1. Welcome: For greeting new subscribers or users. It should be warm, inviting, and informative, setting the tone for future communications.
  2. Educational Content: Used for sharing tips, guides, and resources. If you are making this template to introduce online GCSE physics tutor services that you provide, you should be clear, concise, and focused on delivering value in your template.
  3. Promotional: For announcing new features, offers, or services. It should be eye-catching and persuasive without being overly salesy.
  4. Feedback Request: Designed to solicit user feedback. This template should be engaging and make it easy for recipients to respond.
  5. Re-engagement: Aimed at rekindling interest among inactive users. It should be attention-grabbing and remind them of what they’re missing.
  6. Event Invitation: For webinars, workshops, or other events. This should be exciting and informative, providing all the necessary details.

5. Use a tool that works for you

Email is more than just a marketing platform; it’s a multifaceted tool that can drive customer engagement, support, and retention. Given its versatility, it’s crucial to choose the right email automation tool that aligns with your specific needs.

When selecting an email automation tool, consider these key features:

  1. Intuitive Interface: Even your non-technical team members should find it easy to use.
  2. Robust Segmentation Capabilities: The tool must offer advanced segmentation options to target your emails accurately.
  3. A/B Testing Functionality: Essential for optimizing your email campaigns.
  4. Integration with Other Tools: Look for a tool that integrates seamlessly with your CRM, analytics, and other marketing platforms. Additionally, integrating a multilingual translation support can further enhance the tool’s versatility, allowing you to reach a diverse audience with tailored content in their preferred languages.

Popular tools like Mailchimp and ActiveCampaign offer free trials which are great for brands to take these for a spin before making a choice.

Wrapping up

Leveraging email automation makes it easier for SaaS brands to market their solutions to their audience and ultimately increase adoption rates.

Segmenting audiences, creating messages based on their behavior, testing emails before setting campaigns live, utilizing templates for speed and consistency, and adopting a tool that you are comfortable working with are essential email marketing automation tips to help you get started on the right foot.

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Marketing Team Reorgs: Why So Many and How To Survive

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Marketing Team Reorgs: Why So Many and How To Survive

How long has it been since your marketing team got restructured? 

Wearing our magic mind-reading hat, we’d guess it was within the last two years. 

Impressed by the guess? Don’t be.  

Research from Marketing Week’s 2024 Career and Salary Survey finds that almost half of marketing teams restructured in the last 12 months. (And the other half probably did it the previous year.) 

Why do marketing teams restructure so often? Is this a new thing? Is it just something that comes with marketing? What does it all mean for now and the future? 

CMI chief strategy advisor Robert Rose offers his take in this video and the summary below. 

Marketing means frequent change 

Marketing Week’s 2024 Career and Salary Survey finds 46.5% of marketing teams restructured in the last year — a 5-percentage point increase over 2023 when 41.4% of teams changed their structure. 

But that’s markedly less than the 56.5% of marketing teams that restructured in 2022, which most likely reflected the impact of remote work, the fallout of the pandemic, and other digital marketing trends. 

Maybe the real story isn’t, “Holy smokes, 46% of businesses restructured their marketing last year.” The real story may be, “Holy smokes, only 46% of businesses restructured their marketing.” 

Put simply, marketing teams are now in the business of changing frequently. 

It raises two questions.  

First, why does marketing experience this change? You don’t see this happening in other parts of the business. Accounting teams rarely get restructured (usually only if something dramatic happens in the organization). The same goes for legal or operations. Does marketing change too frequently? Or do other functions in business not change enough? 

Second, you may ask, “Wait a minute, we haven’t reorganized our marketing teams in some time. Are we behind? Are we missing out? What are they organizing into? Or you may fall at the other end of the spectrum and ask, “Are we changing too fast? Do companies that don’t change so often do better? 

OK, that’s more than one question, but the second question boils down to this: Should you restructure your marketing organization? 

Reorganizing marketing 

Centralization emerged as the theme coming out of the pandemic. Gartner reports (registration required) a distinct move to a fully centralized model for marketing over the last few years: “(R)esponsibilities across the marketing organization have shifted. Marketing’s sole responsibilities for marketing operations, marketing strategy, and marketing-led innovation have increased.”  

According to a Gartner study, marketing assuming sole responsibility for marketing operations, marketing innovation, brand management, and digital rose by double-digit percentage points in 2022 compared to the previous year.  

What does all that mean for today in plainer language? 

Because teams are siloed, it’s increasingly tougher to create a collaborative environment. And marketing and content creation processes are complex (there are lots of people doing more small parts to creative, content, channel management, and measurement). So it’s a lot harder these days to get stuff done if you’re not working as one big, joined-up team. 

Honestly, it comes down to this question: How do you better communicate and coordinate your content? That’s innovation in modern marketing — an idea and content factory operating in a coordinated, consistent, and collaborative way. 

Let me give you an example. All 25 companies we worked with last year experienced restructuring fatigue. They were not eager creative, operations, analytics, media, and digital tech teams champing at the bit for more new roles, responsibilities, and operational changes. They were still trying to settle into the last restructuring.  

What worked was fine-tuning a mostly centralized model into a fully centralized operational model. It wasn’t a full restructuring, just a nudge to keep going. 

In most of those situations, the Gartner data rang true. Marketing has shifted to get a tighter and closer set of disparate teams working together to collaborate, produce, and measure more efficiently and effectively.  

As Gartner said in true Gartner-speak fashion: “Marginal losses of sole responsibility (in favor of shared and collaborative) were also reported across capabilities essential for digitally oriented growth, including digital media, digital commerce, and CX.” 

Companies gave up the idea of marketing owning one part of the customer experience, content type, or channel. Instead, they moved into more collaborative sharing of the customer experience, content type, or channel.  

Rethinking the marketing reorg 

This evolution can be productive. 

Almost 10 years ago, Carla Johnson and I wrote about this in our book Experiences: The 7th Era of Marketing. We talked about the idea of building to change: 

“Tomorrow’s marketing and communications teams succeed by learning to adapt — and by deploying systems of engagement that facilitate adaptation. By constantly building to change, the marketing department builds to succeed.” 

We surmised the marketing team of the future wouldn’t be asking what it was changing into but why it was changing. Marketing today is at the tipping point of that. 

The fact that half of all marketing teams restructure and change every two years might not be a reaction to shifting markets. It may just be how you should think of marketingas something fluid that you build and change into whatever it needs to be tomorrow, not something you must tear down and restructure every few years.  

The strength in that view comes not in knowing you need to change or what you will change into. The strength comes from the ability and capacity to do whatever marketing should. 

HANDPICKED RELATED CONTENT:  

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute 

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