Marketing plays a more prominent role than ever before in driving organizational growth. To achieve sustainable growth, marketers must understand how to achieve growth, the areas of focus to drive growth, and the organizational maturity across each of the success elements of growth. This article covers the first three success elements – positioning, messaging and content; buyer and customer engagement; and marketing/sales and service processes – and outlines the attributes of organizational maturity. It is important that marketers have a growth framework that is tailored to their organization's needs and that they have customer-centric content that is relevant and contextual. Additionally, engaging customers at every stage of the customer journey is essential for optimizing growth. Lastly, marketing, sales and customer service/success must be unified in their approach and processes must be defined and continually optimized to achieve account-based execution and the highest level of growth maturity. The next article in the series will address the remaining three success elements.
Originally reported by Martech: https://martech.org/the-success-elements-of-marketing-driven-growth-part-2/
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