Deloitte describes four-step model for customer-led marketing

Consulting group tells attendees at Oracle's marketing cloud event in Sydney that marketing automation technology is a key enabler, but says it won't do the job without the right process and change management investments

Deloitte customer technology practice manager, Calvin Yeoh
Deloitte customer technology practice manager, Calvin Yeoh

Nine out of 10 organisations do not currently have the change management strategy or business processes in place to make their marketing automation and customer experience management ambitions a reality, Deloitte claims.

Speaking at the Oracle Marketing Cloud launch event in Sydney yesterday, the consulting group’s manager for customer technology, Calvin Yeoh (pictured), told attendees that technology is a fundamental enabler for optimising customer experiences and engagement in today’s digitally disrupted world.

But he claimed organisations will fail unless the right amount of investment into people, process and strategy is achieved.

Yeoh said nine out of 10 customers Deloitte works with lack a sufficient change strategy and purpose. Strategy includes setting KPIs, customer segmentation, program roadmaps, customer monitoring, lead scoring and using personas, he said, while change management includes training, audits and reviews, governance, successions planning, an operating model and strong process.

According to Yeoh’s formula for customer marketing success, only 20 per cent of the focus should be on technology, while the remaining 80 per cent should be spent on strategy and change management processes and people.

“We see marketing automation and the marketing technology stack as adding value, and as that central nervous system that allows companies to orchestrate these [customer] experiences at an operational strategic level,” he told attendees.

“But how about the people? How do we take them on that journey? Change is impossible without changing the people in our organisation too.”

Yeoh said he’s seen multiple organisations go through three or more marketing automation technology platform projects but fail to put the right transformation structure in place to make them successful.

“Without changing the strategy, you will just get the same result,” he said.

Deloitte breaks the key risks for marketers into two camps: Internal and external. Internal challenges range from a fragmented strategy to underperforming ROI and sales, low adoption and low morale. External challenges, meanwhile, include poor customer experiences and a weakened brand reputation.

“It’s critical to be as targeted as possible and have people to help you down that [customer] journey,” Yeoh said. Alignment between sales and marketing around a common lead scoring matrix and KPIs is another must in cementing this new customer engagement approach, he said.

"If marketing is to strive for a more strategic role, we must shift from a lead-generation mentality to a lead-through-revenue-management mentality," Yeoh added.

Deloitte defines 5 attributes to cope with the next wave of digital disruption

Deloitte has also crafted a four-step horizon model to describe how organisations move towards customer-led and data-driven marketing.

The first horizon is transitioning from a ‘classic sales and marketing’ mentality to lead capturing and nurturing, and introducing key functionalities like segmentation. Yeoh said this also involves setting KPIs and engaging in A/B testing.

Horizon two is about integration of the customer journey, content strategy and program integration, while horizon three is about revenue performance. The fourth and optimal horizon organisations need to reach is agile marketing.

“Marketing is an evolving and growing space from a technology, people and process perspective,” Deloitte’s head of digital marketing, Chris Collacott, concluded. “This is about taking teams from soloist activities and occasional team-based activities, to true multichannel customer experience and start to think about scaling up that kind of orchestration.

“It’s important to realise you’re orchestrating symphonic experience for a person. It comes back to the mind of the customer.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

The personal digital approach that's helping Vision RT ride out the crisis

Read more

I am 57 and diagnosed in June 2009. I had a very long list of symptoms, some of which were. Keeping right arm close to my side while walk...

Nancy Tunick

Gartner survey: CMO spending hit by COVID-19

Read more

Audible did such a great job on their marketing and at the same time, there are no false promises. The support, quality, variety all good...

Vitaliy Lano

Audible's brand plan to build the value of audiobooks

Read more

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in