“With that type of fluidity, lockstep integration of thought and an agreed-upon set of shared objectives become a real possibility.”
Jon Moore believes that flawless campaign execution comes down to three things: internal alignment, focus, and automation. “When you can gain alignment and improve core coordination among different parts of the business, you’ll be exponentially more successful,” he says. “Sales has always been our number-one internal customer. We’re trying to help build the pipeline that’s going to empower them to hit their revenue objectives quarter over quarter, month over month. We’ve found that there will be siloed conversations in which varying groups set a direction, but there aren’t a lot of conversations to ensure agreement on all those objectives so that you can put into action a campaign that results in wins for everyone across the board,” he adds. For this reason, Moore says, “From my perspective, alignment really begins at the top.”
Ideally, organizations should aim to achieve not just alignment but true integration—an approach, similar to the agile development methodology, in which marketing motions are developed, and then iterated. “You can infuse that agility into your delivery model, which helps safeguard your campaign against any potential derailments. If any element of the campaign fails to unfold the way it did in your head when you were envisioning it, you’ll still be able to revisit the plan with input from sales, from your solution engineers, from your product marketing team, and from all the stakeholders to ensure that you’re incrementally delivering on expectations. With that type of fluidity, lockstep integration of thought and an agreed-upon set of shared objectives become a real possibility,” he explains.