“The ability to align complex workflows, processes and the foundational work - especially those handoffs between marketing strategy and content development - is critical in enabling teams to get personalized content to customers faster, with greater impact, and aligned to company strategy,” said Liz Miller, vice president and principal analyst at Constellation Research. ![]() ![]() The failure to effectively personalize and scale content hurts customer relationships, runs down budgets and wears out employees. This “messy middle” is nonlinear and includes dozens of steps and processes running concurrently across a vast web of internal and external stakeholders. The place where most companies get stuck is in the hand-offs between marketing and creative, where teams create, iterate, approve, review and manage content. ![]() Simply adding budget and headcount won’t solve this growing problem.
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