Are You Building an Open Marketing Organization? [July 6, 2015]
By Tom Wentworth
Marketers rely on data for just about every function of their jobs. Digital marketing's evolution has led most marketing organizations to rely on various marketing tools and technology in order to understand who their customer is and what they want. But that crucial customer data is often spread between disparate tools and systems within a company — from CRM systems like Salesforce, to marketing automation like Marketo, to reporting tools like Google Analytics. While each of these tools are important on their own — capturing unique sets of data about your company, customers and their unique relationship with your website or brand — they can also create silos.
Depending on their job function, marketers may only use a few of the many marketing tools on a regular basis, giving them a limited view of the customer. If we connected all of that useful data into one place, marketers would have the opportunity to discover more meaningful trends and insights about their customers and the success of different campaigns and strategies. With that, the entire company would function as a more cohesive unit and deliver better, more valuable information to customers and to internal teams.
What is Open Marketing?
The best way to break down silos within your marketing organization is by taking an open marketing approach. Based on the same principles of open source software, open marketing allows for easier integration between different marketing technologies. This gives marketers the opportunity to assemble their own marketing tech stack comprised of what systems work best for their business, from proven best-in-class tools to emerging technologies from startups. With open marketing, because these systems are easily connected, data can flow between them, giving each tool a more complete view of all customer data captured by your marketing organization.