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    Introduction

    If you’re a marketing leader and we’re the betting kind, our guess is you’ve likely been under (enormous?) pressure to do more with less: hit higher targets with reduced budget, produce greater output with less resourcing, adapt to changing priorities with less runway time.   

    In the race to stay ahead, leaders often gravitate toward the latest and greatest technology. But as McKinsey reports, new technological strategies are most often announced without the right capabilities for effective integration. Maintaining a competitive edge, they say, requires what they term “institutional capabilities”—an integrated set of people, processes, and technology that collectively enable a company to consistently outperform competitors. 

    So, it’s time to reinvent your approach to marketing. Let’s do it together.  

    True, effective, highly personalized integrated marketing is just as much about empowering your people and integrating your processes as it is about using the best technology.

    Here, we’ll show you exactly how to run marketing in a bigger, badder, deeply integrated way with guidance you can bring home. The next time someone asks “hey, do you do integrated marketing?” you can say, “Absolutely, it’s all we do.”  

    You won’t be lying, and the proof will be in the numbers.  

    Understanding integrated marketing

    Need a quick primer on what exactly integrated marketing (sometimes called integrated marketing communications) is? No sweat, we’ve got it all covered here. 

    Today, we’re digging a level deeper to explore how an integrated approach across your people, processes, and tools dismantles the silos that too often divide marketing teams and their efforts.

    How an integrated approach breaks down silos

    Integrated marketing breaks down silos with a series of strategic actions that all work to foster a culture of collaboration and alignment.

    The result? A unified front that improves communication, streamlines decision-making, delivers consistent results, and enhances creativity. 

    Better marketer experience = Better customer experience

    Today’s customer expectations are more complex, demanding, and intricate than ever. Channels and touchpoints are multiplying, attention spans are waning, competition and content are more saturated than ever.  

    But experiences that meet these new standards don’t just happen—they take an incredible amount of deliberation, intentionality, and strategic insight. 

    As the adage goes, "garbage in, garbage out."  Investing in your marketer experience is a direct investment toward their output: your customer experience. 

    Marketers who are well-supported with great tools, efficient processes, and a supportive environment with collaboration at its core are marketers who perform with greater efficiency, precision, and creative freedom. 

    leadership & strategy

    Integrating your people with great leadership  

    Your role as a leader is pivotal in fostering an environment where every team member feels both valued and essential to the team's collective achievements. Here’s how to start:

    1. Align your marketing strategy to wider business objectives: Convert your business’s core objectives into specific and actionable marketing initiatives for team guidance an proof of bottom-line impact.
    2. Create shared OKRs: Clarify each team member's role and responsibilities—emphasizing ownership, accountability, and teamwork. 
    3. Lead with transparency first: Be incredibly open about the team's direction, decisions, and the rationale behind them. Encourage feedback and address challenges openly to set a prescedent for honesty and respect.

    Chief marketing officer
    Team, culture, and execution 

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    Shafqat Islam, CMO, Optimizely sits down with Ellie Dunbar, Sr. Content Marketing Manager, to explain why team, culture, and execution are markings of a high-functioning marketing team (May 2024)

    Defining your team mission and vision  

    Defining and communicating your vision creates a common understanding of your purpose and expectations, and ensure that everyone is aligned and committed to the same goals. 

    Defining your team values 

    Shared values are the bedrock of your culture as a marketing team. They shape behavior, influence decisions, and foster unity.

    You’ll notice that ‘no marketing of marketing’ is one of our core values as a team, meaning our principle is not to boast externally about our accomplishments.  

    By doing the right things and delivering real results, our hard work will speak for itself.

     

    framework, process & creativity

    How to run effective marketing campaigns 

    The most effective marketing campaigns are built on a solid foundation, which consists of a) a strategic framework paired with b) the right processes.  
     
    Here, we’ll pull the curtain back on a proven approach that has consistently driven success within our own organization—and it might just be the key to unlocking your team’s potential, too.   

    How to structure your marketing team 

    Inspired by General Stanley McChrystal’s Team of Teams, Optimizely’s marketing operates in a network model that enhances adaptability, self-organization, and cooperation, characterized by: 

    • Shared consciousness: Radical visibility, transparency, and information sharing. 
    • Empowered decision making: Letting people who are closest to the action make key decisions.  
    • Agility: Enabled by the above elements, facilitating unmatched speed and adaptability. 

    Chief marketing officer
    General Stanley McChrystal's Team of Teams 

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    Shafqat Islam, CMO, Optimizely sits down with Ellie Dunbar, Sr. Content Marketing Manager, to explain the benefits of working in a team-of-teams style marketing org (May 2024)

    How to structure campaign hierarchies

    1. You are first and foremost custodians of your business. Everything you do should stem from your brand.  
    2. Take your company's wider end-goal objectives and break them down into big bets—stretegic plays that move your organization toward a goal in pursuit of revenue and profit growth.
    3. Your integrated campaigns will live under your big bets. These campaigns should include the topics you want to own, grow, and build authority on—topics that all channel owners across the globe can focus their work around.
    4. And then every. single. aspect of your marketing—every channel, tactic, activity, every piece of content—should ultimately ladder up to a defined integrated campaign.  

    The supporting resources you need to bring your integrated campaigns to life become much clearer, and you're able to connect everything directly back to your company goals by using this structure as a lighthouse. 

    digital marketing director 
    Integrated campaign structure 

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    Julia Maguire, Digital Marketing Director, sits down with Michiel Dorjee, Digital Marketing Director, to explain how Optimizely runs integrated marketing (May 2024) 

    Why you should work in tiger teams

    ‘Tiger teams’ originated in the aerospace and defense industries (most notably during the Apollo program) to describe a group assembled to solve specific, often critical, technical or systemic problems. 

    Dynamically staffing our integrated campaigns with tiger teams of channel experts has helped us shed the segmented setup that many marketing teams might be familiar with today. 

    Choosing your message: A case for creativity and testing

    Allowing your teams to take calculated risks and experiment with new ideas encourages creative problem-solving and can lead to unexpected breakthroughs that significantly advance your organization's goals. 

    We’ve been working to reignite the creativity in our marketing campaigns for a few reasons:

    • We want to be a brand that people think about on the weekend 
    • Award-winning creative campaigns generate 11x more ROI than non-awarded campaigns
    • It’s just... so much more fun for marketers to work on  

    Here are some of the boldest creative marketing risks we’ve taken lately: 

    And here’s why we’re able to do it.  

    • Maintained persona placemats and messaging briefs for each of our products align everyone on who our audience is and what we want to say to them.
    • We always know our campaign objectives, the action(s) we want our audience to take, the channels we want to go after, and the budget we have to execute.  
    • Most of our meetings don’t exist anymore, so the ones we do have are saved for collaborative brainstorming and creative endeavors.  
    • We have access to reliable data and testing tools to make decisions about what does and doesn’t work. 

    As storytelling expert Jonah Sachs says, “Good marketers see consumers as complete human beings with all the dimensions real people have.”

    A fresh, creative approach is how you’ll connect with real humans, win the eyes of your audience, and get back to driving real ROI. 

    digital marketing director 
    Guardrails for integrated creativity

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    Shafqat Islam, CMO, Optimizely sits down with Ellie Dunbar, Sr. Content Marketing Manager, to explain why team, culture, and execution are markings of a high-functioning marketing team (May 2024)

    Tools and technology to facilitate integrated marketing 

    Integrating a centralized and collaborative platform into your marketing technology stack provides a single source of truth to ensure every team member is on the same page and working together.  

    When selecting a platform, look for features that promote seamless collaboration, streamline workflow management, and offer comprehensive analytics to track and measure success.

    AI as an integrated marketing sidekick  

    Integrating AI directly into your workflows streamlines efficiency and enhances the quality of work produced—all within the familiar environment where your team already operates.

    product and engineering 
    The benefits of AI for marketers 

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    Lauren Hammarstedt, Sr. Director of Product Management, sits down with Zahid, Sr. Manager of Software Engineering, to discuss the different ways AI is helping marketing teams (May 2024)

    Calendar views for increased visibility

    Shareable, comprehensive calendars views provide a system that gives everyone full visibility into current and upcoming marketing activities.

    Leadership always knows exactly what projects are in flight, marketers can see what’s heading their way, and nobody wastes time on duplicative or redundant work.

    Source: Optimizely Content Marketing Platform visual campaign calendar

    Workflows for ownership clarity and deadlines 

    Flexible automated workflows help your team spend less time in meetings about work and more time being creative and doing the actual work.

    Everyone knows exactly what’s expected of them, the cumulative effort needed to get a project over the finish line, and what deadlines the group is working toward. 

    Source: Optimizely Content Marketing Platform workflows 

    Clear reporting and measurement 

    Clear, reliable, and digestible reporting is what helps your team make informed decisions, evaluate and refine their strategies, and ultimately drive growth by focusing on metrics that matter most to the business.

    Source: Optimizely Content Marketing Platform content analytics and operational efficiency metrics

    Your teams should be able to easily access information to analyze which assets are driving the most traffic or desired behaviors, understand how audiences are engaging with their activities, and quantify the impact on lead generation and revenue. 

    Keep learning  

    By implementing the strategies outlined above, you're well on your way to leading an efficient, effective, and truly integrated marketing team capable of achieving remarkable results.  

    Ready to deepen your knowledge and refine your approach? Consider exploring these resources: 

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