The challenge of launching and building a data-driven marketing department stems from the challenge of initiative prioritization. “What should I do first?” is a difficult question to answer when facing a world where hard choices must be made to ensure that actionable marketing programs get to market and result in real returns.
That's where program management comes in...
- Program management in a data-driven marketing department is less about the management of a slew of different programs, and more about the selection of programs that are "more right" for execution. "More right" assumes that a number of choices could be acceptable, but in a world of limited resources and very limited time, only a small, select few can be executed successfully.
- Once programs are selected, the primary function of program management is to fend off alternative programs suggested by other departments, until the base programs can be completed.
- The other function of program management is to ensure that the department keeps a laser focus on measurement, since results-analysis is the critical link to establishing success in senior management. Many programs fail to utilize the power of effective measurement, causing initiatives to lose momentum, which ultimately results in losing the necessary buy-in to continue and expand.
In partnership with our clients, M Squared Group provides the focus on prioritization and measurement necessary to attain short-term success, while setting the stage for longer-term achievement.
We focus our analysis on the business question our client needs answers to, and perhaps more importantly, on how our client can utilize our findings to make the answers actionable