Market requirements

What do enterprise-marketing groups want to buy?

Our research of marketing operations reveal four dominant priorities:

1. Develop better marketing performance measurements 2. Build stronger digital marketing processes 3. Increase productivity of marketing teams 4. Hire the key staff and partners that will speed new innovations to market The figure below depicts a master plan and roadmap that most firms now follow as geese flying south for the Winter: pure instinct of a group mind. Most firms have not yet defined their new technology acquisitions within the framework of operational capabilities. Rather many enterprise-marketing planner still see their technology acquisitions as point solutions to fix known pain points. Why? In large part, most enterprise-marketing planning groups lack the technical and architectural chops of a true CIO—an individual who mentally deconstructs core business processes as components of a Service Oriented Architecture and discrete workflows as standards-based XML "conversations."

Essential question for you:

How well does your value proposition align with their priorities?