Each year, sales and marketing teams within most organizations spend a great deal of time reviewing past performance in order to inform new goals, budget, and resource allocation. What I find puzzling is that many companies don’t usually spend a comparable amount of time evaluating the performance of their current marketing and technology providers whom they depend on to achieve their business objectives.
Brands tend to have a lot riding on their technology. That’s especially true now that marketers need to communicate with customers across multiple channels and provide a unified and personalized experience while doing it.
So…why aren’t brands looking at their cross-channel marketing provider more closely?
“Where is this going”: Deciding to review your cross-channel marketing provider
Many people would rather have a root canal than take a long, hard look at a relationship, be it personal or professional. Even if they’re happy, examining where they are and where they want to be can be a daunting task.
It’s no surprise then, that marketers, who have been with their cross-channel marketing providers for years, can become complacent. If things are comfortable and there have been no major issues, why rock the boat?
But marketers are doing themselves and their organization’s a disservice by not taking stock of their cross-channel marketing provider. Even if things are going well, they should consider whether or not their marketing programs are reaching their full potential.