Five Ways to Improve Your Marketing Teams’ Performance and Efficiency

Companies that create a solid marketing strategy before executing their campaigns are over three and half times more likely to succeed1.

If you want to create a solid foundation for your marketing strategy, your marketing department needs to run like a well-oiled machine.

Let’s look at five ways you can improve your marketing team effectiveness to get the best return.

Why you need to focus on improving your marketing team’s performance and efficiency

One of the biggest advantages of improving marketing is how much data is available to you. Data helps you better understand your customers, track every important KPI through the entire marketing funnel, and measure the performance of individual marketing campaigns.

Committing to improving your marketing will help you optimize your campaigns and using data to make incremental changes will multiply over time, resulting in big changes in ROI.

A marketing department working at its best transforms organisations.

Five ways to improve your marketing team’s performance and efficiency

The following 5 tips are some of the most effective ways to improve your marketing results.

Start with one and implement others as you start to see success.

1. Identify critical team and individual KPIs

Marketing in 2022 lets you track virtually any kind of data you can think of. But it can be overwhelming and not all metrics are equal.

Instead, pick 5 to 10 metrics that you feel are most important to your business and your team members, ensuring they relate to business goals.

Once you decide on your most important KPIs, all of your marketing activities should focus on getting results in those areas.

As an example, if one of your KPIs is a defined number of qualified leads, you should focus on driving traffic to your website, optimizing your lead generation funnel, improving your follow-up process, and targeting the most qualified audience.

KPIs give work meaning and direction.

2. Make personal development a KPI

Set simple and achievable goals around every member of your team improving their marketing knowledge. This may mean recommending they listen to specific podcasts, read articles or attend webinars. A quick, low hanging opportunity to become more immersed in what best practice marketing looks like.

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3. Know who you are marketing to

There are very few products or services that appeal to everyone. Most have a narrow target market, to varying degrees. Some products might even appeal to different people in different ways.

One of the biggest advantages of ad platforms online is the ability to target extremely specific groups of people with your ads. But to do that, you need to define the audience segments to target.

You can use factors like age, location, income, and other demographics to narrow your target audience. But you can also do things like target groups that “like” your competitors’ pages on Facebook or have visited particular websites recently.

Develop customer personas, also known as avatars, to help you identify your target audiences.

4. Adopt a test and learn philosophy

Test out new technologies, softwares and platforms. Get comfortable with being uncomfortable and learning.

From a marketing perspective this might involve working with new landing page softwares, setting up chatbots, getting more confident with analytics packages, using social media scheduling tools, trialing different email and marketing automation software, marketing and delivering webinars, creating white papers, writing content, playing with AI and much more.

Give team members side projects that not only improve their understanding and application of new processes but that add value to the business overall.