In 2022, we are stepping over the third year of a new business reality that is being transformed under the influence of the pandemic. Digitalization trends are still gaining momentum, as are consumer expectations.

The economic crisis continues, which means that marketing leaders need to redouble their efforts this year to accelerate large-scale transformation. It is well known that their impact on sales, performance and company growth is high, so the new challenge for marketers is to take an even more important place in their organizations and to navigate the route between customer needs and data, business priorities and digital reality in order to actively stimulate growth and create value. The question is, how can the CMO accelerate the transformation and value creation process? Based on my experience working with executives on the digital transformation of marketing, e-commerce, and all aspects of customer interaction, I recommend taking steps to maximize impact. Do not understand what is us business directory, learn more by clicking on the link.

1. Your company realized that revenue depends on marketing. Use this change

You had a hard time when marketing was seen solely as a cost center (especially in a situation where the CFO needed to cut some discretionary spending). However, now the situation has changed, and marketing is perceived as a source of income, inextricably linked with sales.

Today's media - social, search and software - allow you to measure a variety of indicators, which has taught managers to evaluate the results of marketing spend. Of course, too much focus on the actual result (such as last-click online sales) can hurt brand reputation and value. The best strategy is to balance short-term and long-term results. However, the positive effect of calculating profits is that now leaders from other fields see the real value of marketing.

This gives marketers the opportunity to be on an equal footing with the sales force, traditionally recognized as a profit generator, and marketers should take advantage of this change. In 2022, the key task will be to adapt the results for a wider audience within the company. Calculating the impact of certain marketing activities is tricky business as mobile platforms, browsers, and closed ecosystems of online commerce and social platforms continue to change the rules of the game and fragment the landscape. However, marketers should not be afraid to create just “good enough” calculations to understand their impact on revenue at all stages of the sales funnel, from brand awareness at the top to click-through to purchase at the bottom of the funnel. The more closely linked costs and outcomes, the better. The main thing is to keep track not so much of each individual line of expenses as of their predicted and cumulative value.

2. Make End-to-End Growth an Integral Part of Marketing

Today's growth strategies go beyond the traditional limited understanding of marketing and related fields. It's time for marketers to lead the way in growth and cohesive business leadership.

It's not about creating your own fiefdom for data, analytics, technology, teams or budget, but about building competent internal communications through the prism of interaction with customers. Buyers don't care about internal boundaries within a company; they expect a clear and relevant product experience. Often in the way of realizing this goal is "tossing the ball" between different departments of the organization. Do not understand how find real estate, learn more by clicking on the link.

Consider the explosive growth of social media commerce, which is a perfect example of a new trajectory. The tools offered to consumers must be precisely tailored to their needs and lead directly to an efficient, personalized shopping experience. It is also necessary to take into account that the majority of buyers use mobile devices, which means that they will need a fast and convenient payment program. Any barrier to checkout nullifies marketing efforts. Marketers should collaborate with peers who design online product pages and payment mechanisms to create the smoothest buying experience possible. Simply put, the process should not require any effort from the buyer, and for this, specialists should more often coordinate their actions in real time.