Data Strategy

The secret of well performing marketing team? Shared understanding.

Every business wants to build a data driven organization. Yet the need to be data driven (and data fluent) for any team pales in comparison to how critical it is for the marketing teams. In order to achieve that goal efficiently, you need everyone to be on the same page as to what the business goals are, what are the missing elements preventing growth, and what factors are contributing positively to it. It’s all good when your team is small and nimble, with everything being taken care of by the same one or two guys. But as you start divvying up roles and responsibilities, every single function of your marketing team starts cocooning up in their own ecosystem, looking at their own numbers, doing their own activities etc.

It kills effective growth, at the very least. And if it isn’t checked, it can actually impact growth negatively.

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So yeah, as leaders, you need to facilitate the transition from everyone working in their own independent silos to a stage where everyone is still working independently, but is following the same playbook, chasing the same objectives, encompassing the same broader strategy.

Why is it a tough thing to achieve?

Because as business processes got deeper, they got more focused on how that one process can work best, often dissociating themselves from the other cogs in the wheel.

Let’s take an example.

What is the goal your email marketing team is chasing?

More open rates? More click-thrus? At most, more revenue?

…and what were the goals they were chasing two years ago?

…and what goals will they be chasing two years from now?

Starting to see the problem now? How is it that while overall objectives and goals of the business keep on changing all the time, the objectives of the individual teams remain the same? The answer - cocoon based approach to marketing.

Just as your business objectives keep on evolving based on what data is telling you, so should the objectives of your individual teams.

It is difficult to achieve because each team just looks at the data related to their day-to-day work, works on achieving objectives laid out basis that incomplete data subset. It is difficult to achieve because they are all looking at different things, and making inferences based on that incomplete picture.

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How you can fix it?

Have a top down approach. Start with the objectives, and then let them take you wherever they may.

Your data helps you shape up your objectives.

Your objectives break down further into small components, each component helping you identify the marketing levers crucial for meeting those objectives.

And once you have identified the marketing levers, now they can strategise the next steps they need to take individually to contribute to that overall objective.

The whole process does not need to be complex

A well functioning team is like an oiled piece of machinery. It just runs smooth and effortless. But it takes a lot of much needed work to make it that way. And if you don’t do that, it all falls apart at the seams.

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You can achieve this state using tools that can help your team measure, monitor and analyze your business data, aligned to growth.

I came across this notion document where Najmah shares a Google Data Studio tutorial on how to create a dashboard that works for your email marketing.

It is just visualising the data your email provider generates for your campaigns, but having a similar structure for your broader marketing team can help them move in the right direction.

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At Benne, we understand why it is critical for your team members to have a shared access to your marketing data and insights. That’s why our subscription plans give you the ability to add team members to your dashboard so that they have access to the same insights, traffic trends. Our actionable insights help bring in focus the direction your marketing needs to take to achieve a better growth trajectory month-on-month, and with your teams having access to the same insights and working in the same direction, you would be able to witness the impact of this change within months.

Go ahead, take it for a spin. And as always, anything on growth and marketing, we are here to help. Ask us anything.

That’s it for today, see you tomorrow.



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