Every marketer has run into one of these hurdles before:
- They wanted to create an ads audience off of recently closed lost deals, but didn’t have access to the customer data in their CRM.
- They necessary to change some of the copy on the homepage, but their developers could not fit it into their following sprint.
- They needed a fast graphic to illustrate a point they were making in a article, but their design team had been wrapped up in other tasks.
During these scenarios, marketers aren’t held back by a lack of ideas. Instead, marketers are fighting gatekeepers.
Gatekeepers are unwanted areas of friction within your development machine that prevent marketers from providing customers using the best experience possible.
Gatekeepers can be anything from useless data that’s spread throughout different tools, to a CMS or design solution gowns powerful but requires specialized expertise to use.
When online marketers encounter a gatekeeper, the customer experience inevitably suffers.
Period website, for instance. HubSpot analysis shows that a business website is among the most used distribution channel pertaining to marketers today.
When aiming to provide your customers with an incredible experience, nothing is more important than your website. But when asked that is responsible for keeping a website up to date, many marketers pointed to their IT team as owners of their company’s site.
This is a classic example of gatekeepers inserting unnecessary friction into your marketing and advertising. Your IT team isn’t really goaled on generating leads, or how customers perceive your brand — so when marketers approach them with a good update that needs to be made to the website, it isn’t prioritized.
Inevitably, your customers’ experience suffers. Envision if your IT team owned your email marketing, or your own social media accounts — just how might your customer encounter suffer as a result?
Marketers at growing companies need to be the owner of their own organization’s growth machine. This particular used to be a given, but because customer journeys have got more complex, so have the systems we use to reach our customers.
We’ve added unneeded complexity into our inner processes and tools — to the point where only particular people within your organization get access to data that could be used to enhance a campaign or the technical ability to update content since needed.
Today’s fastest developing companies are doing three issues:
1 . They’re leveraging customer data across all their marketing stations.
2 . They’re optimizing their advertising efforts by leveraging comprehensive reporting.
And maybe most importantly,
3. These people putting marketers in the driver’s seat — removing gatekeepers at every turn so they can act quickly and decisively to greatest serve their customers.
The need for a clear owner of your company growth machine has only been heightened by the worldwide pandemic. As external aspects force leaders to pivot quickly at a time where cooperation and strategic planning much more difficult than ever before, gatekeepers cannot be tolerated.
By leveraging tools that will centralize your data, remove gatekeepers, and make it easy to see precisely resonating with your audience, you can make it easy for your marketers in order to iterate on the customer encounter.
Consider stock of your current technology stack. What systems do only certain teams get access to? Is that team best-suited to comprehend what your customers are looking for from your brand? Are gatekeepers driving you to make unnecessary tradeoffs between using a powerful tool and one that will empower your marketers to take ownership of the organization’s growth machine?
Answering these questions will help make sure that you’re able to adapt to whatever 2020 (or 2021) has available for you.