By M. Isi Eromosele

In implementing a high performance marketing program, it is imperative to focus on capabilities that engender efficiency. There are six dimensions of performance that needs to be used across your enterprise in implementing a strong high performance strategy.

Implementing a well coordinated high performance marketing program will result in vastly improved customer satisfaction scores and higher market shares at the expense of your competitors. There are three areas of capabilities that should be targeted for improvement:

• Customer Engagement
• Customer Experience
• Day-to-day Operations

The six dimensions that would propel high performance marketing are rooted in your company’s marketing capabilities and corporate processes which define the roadmap for improvement. They are:

Achievement Strategies

These require the development of strategic plans that take into account realities in the marketplace, the functional capabilities of your marketing department and the imperative alignment of your corporate objectives. A marketing investment portfolio would need to be created. This will enable your organization to assess your return on investment possibilities regarding your current as well as future marketing campaigns. You will need to:

• Sift your attention to managing customer portfolios
• Establish the milestones towards enhanced customer value
• Guide customer experience across purchase touch points
• Analyze customer purchase behavior to identify their needs

Organization Configuration

Your organization’s business objectives, corporate strategies and processes must be closely synched with your marketing plans. The competencies of your marketing staff would need to be examined. The structure of the department needs to be reassessed.

The implementing of marketing strategies should cut across divisional boundaries, creating a tightly knit group of multiple sub-groups. Bring forth the importance of always considering the customers’ needs and as follow-up, continuously building customer value.

Marketing Effectiveness

Create information-based measurement metrics that would calculate customer response and ensure that marketing performance metrics are put in perspective. Measuring marketing activities and channels while considering your customer segments and general business and financial metrics enable your company to review its return on marketing investment. This review will give you information to help plan for future marketing reinvestment.

Effective Processes

This is where you identify the marketing activities that would give you the highest return on investment. Keeping to inventive but established marketing processes will result in immense improvement in the marketing results, building a solid foundation for sustained higher marketing performance.

Information Analysis

Leveraging customer data for convincing insight into purchase behavior enables you to make the most excellent marketing decisions. Carefully analyze your customer data, focusing on the areas that would help your organization improve marketing performance. This may require that you reorganize your information collecting capabilities to give you greater insight that will improve your overall marketing capabilities.

Technology Underpinning

The appropriate technology can help create a rock solid integrated marketing program. This should be built on a foundation of synchronized corporate strategies, processes and efficient organizational structure. In implementing a correct technology underpinning, you would need to characterize your business objectives and establish a customer response mechanism before creating the right technology environment.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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