Time to Get Personal —Sherburne
But it is also interesting to note that, according to executive search consulting firm Spencer Stuart, the average tenure of a chief marketing officer is less than 23 months, and only one in 10 keep their jobs more than three years. The firm goes on to say: “Just because a marketer was successful in the 1980s, where big image and even bigger advertising ruled, does not mean he or she will be a good fit today, when successful marketing requires a much more complete, integrated approach.” And accountability is definitely in for the marketer. Herein lies the key message for print service providers in today’s rapidly evolving world.
Print service providers have long been involved in marketing campaigns, producing mailers, brochures, postcards and full direct mail programs. Of late, marketers have increasingly been combining these printed campaigns with electronic campaigns. Although all of the campaigns may use similar digital assets to maintain consistent branding and messaging, they are often executed by different suppliers.
Why shouldn’t your company be able to produce the entire campaign? An increasing number of companies are doing just that, repositioning themselves from printers to marketing services companies, increasing their value to the customer and forging stronger relationships that result in a recurring revenue stream through annuity programs. In this scenario, one successful campaign breeds other campaigns and you end up in a lucrative, multi-year customer relationship.
The other “perfect storm” that is occurring in the world of marketing, as Pellow and Aizikowicz pointed out in their XMPie conference talks, is increased reliance on a set of enterprise systems that provide the data infrastructure for ensuring that marketing campaigns are effective. These include customer relationship management (CRM), enterprise content management (ECM), sales force automation (SFA) and marketing performance measurement (MPM).
These systems are maturing, and the quality of data is improving, allowing for more effective marketing campaigns.