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Dilruba Palabıyık
MSc in Marketing Analytics at IIT, Chicago IL

AMA Boston— Research Driven Strategies to Drive Marketing Decisions

Last Wednesday,American Marketing Association(AMA) hosted a session on high performance marketing. Sirius Decision’s Research Director , Alan Gonsenhauser shared his latest research on how to respond disruption in marketing in the era of rapid evolution while touching upon the importance of alignment of the organization and integrating customer needs-based campaigns along with the growth goal of the organization.As explained by Alan Gonsenhauser ,with advancements in the technology,forcing a change in business models , marketing moved towards different direction. Many companies started to focus more on inbound marketing which enforces customer collaboration. Old static-reactive model, now shifted to a broad based marketing model where agile and testing matters the most. Nowadays, marketers should be focusing one establishing KPI, selling products rather than focusing on quantity of activities or focusing on prospect or logos.Without responding quickly the disruption in marketing. It is inevitable for companies to lose their market share.

My key takeaways from event can be summarized as below:

  • Alignment within organization plays an important role ,by aligning SLAs , measurement systems, pipeline according with the waterfall effect , companies will be obtaining a chance to stay ahead of rivals.
  • While designing campaign framework, organizations should focus on customer needs,rather than taking a product-centric approach.
  • Defining personas properly lies at the core of the change and high performance marketing.
  • While designing campaign framework, marketers should be aware of four programs which can be summarized as: Reputation, sales enablement, Demand Creation and Market Intelligence.

In conclusion,I can see now how important it is to respond the disruption by aligning organization and business models. Yet, after this event some questions arose in my head. For profit oriented companies, implementing those procedures would not definitely be easy, basing all the processes customer needs and aligning all the department towards the same goal, will definitely require a lot of time and effort.