As-a-Service Marketing that’s always ready to deliver. Just when you need it. And just-in-time. Pair just-in-time marketing with as-a-Service to plan, react and mobilize faster to customer needs. Read Accenture’s report on marketing agility, deployed. https://www.accenture.com/us-en/insight-just-in-time-marketing-as-a-service

1. AS-A-SERVICE MARKETING
THAT’S ALWAYS READY TO
DELIVER. JUST WHEN YOU
NEED IT. AND JUST-IN-TIME.

2. 2 AGILITY. DEPLOYED
JUST-IN-TIME (JIT) MARKETING
DELIVERED AS-A-SERVICE (AAS)
WHAT HAPPENS WHEN MARKETING NEEDS
TO REACT QUICKLY TO AN OPPORTUNITY?
Too often, by the time resources are
mobilized, the opportunity has passed.
HOW DOES THE AS-A-SERVICE
DELIVERY MODEL DIFFER?
With aaS, you can tap into experienced marketing capabilities
immediately, enabling the marketing organization to
focus on the business objective, not the execution.

3. 3 AGILITY. DEPLOYED
HOW JUST-IN-TIME MARKETING AND
AS-A-SERVICE WORK IN COMBINATION
With JIT marketing, key capabilities are
embedded into the business enabling
greater agility in deployment.
With aaS, companies gain the agility to quickly
identify and react to opportunities and market
conditions. By working with an experienced aaS
provider, you get exactly what you need, when
you need it, and only pay for what you use.

4. 4 AGILITY. DEPLOYED
THE VALUE LEVERS OF AS-A-SERVICE
1. PLUG IN
Accessing services quickly—in
days or weeks rather than months.
Modular design means companies
can mobilize and then demobilize
rapidly when necessary.
4. CONSUMPTION BASED
Paying only for what is used rather
than committing to services or
functionality that may not be needed.
7. INNOVATION ENABLED
Committing to on-going
innovations in business processes,
infrastructure and applications.
2. SCALABLE
Ramping up and down to match
actual business volume needs,
supporting overall agility.
5. OUTCOME ORIENTED
Working as part of a relationship
where both the buyer and provider
are committed to specified
business outcomes.
8. FUTURE PROTECTED
Shielding the buyer from the
potential disruption of upgrades
and future change. Services are
always up to date, and buyers have
continuous access to innovation,
scale and in-depth expertise.
3. STANDARDIZED
Moving to a shared services model
to standardize and scale processes
and delivery. Repeatability is
achieved with a multi-client
and multi-tenant model.
6. VENDOR AGNOSTIC
Providing deep knowledge
and experience across multiple
provider offerings in order to
assemble just the combination of
solutions appropriate to the business
and performance outcomes desired.

5. TRADITIONAL MARKETING VS. AS-A-SERVICE
5 AGILITY. DEPLOYED
WITH TRADITIONAL MARKETING… IN AN AS-A-SERVICE ENVIRONMENT…
Data and insights are aggregated and
collected as a post-mortem review.
Data and insights are generated continuously in real time,
allowing for business agility through in-flight adjustments.
Teams collecting insights are centralized. Insight teams are embedded alongside the business.
Efforts are planned well in advance based
on expected market conditions.
A core foundation of marketing is planned, but some funds and teams
are held back for real-time deployment as opportunities emerge.
Marketing efforts are orchestrated across a
series of vendors, with the central marketing
team acting as the point of aggregation.
Marketing is deployed aaS, where the core team
determines the desired outcome, and the aaS
provider handles all the execution work.
Marketing efforts are stockpiled but often wasted given
the build-up of inventory before demand is known.
Marketing is produced just in time, when demand is identified, and
deployed as-a-Service to maximize the effort focused on outcomes.

6. 6 AGILITY. DEPLOYED
MEASURABLE RESULTS FROM
AN AS-A-SERVICE APPROACH
TO JUST-IN-TIME MARKETING
In the company’s largest market, we
brought the analytics lead and execution
teams to the same table—literally. This
led to better insights that could be acted
on in the very next campaign cycle.
We aligned the content and campaign
teams as a single unit in one market so
that interaction time across towers could
be collapsed, allowing for more flexibility.
Our teams continually evaluated ways to
avoid waste and re-channel resources.
Accenture built an end-to-end as-a-Service solution for a major manufacturer of high
end consumer goods, that enabled us to deploy several just-in-time marketing concepts.

7. increase in sales
decrease in cost per unit sold
20%
productivity savings in key
areas in just six months15%
10%
7 AGILITY. DEPLOYED
AND THE RESULTS?

8. 8 AGILITY. DEPLOYED
HOW TO WORK WITH AN
AS-A-SERVICE PROVIDER
Focus on business outcomes
Let the provider propose the specific
offerings and capabilities that can
achieve your business outcomes.
Anticipate market conditions
Find a provider that takes business agility
seriously by taking the time to explain the
conditions in the marketplace that may affect the
expansion or contraction of required services.
Look for advanced capabilities
Demand sensing, demand capture and
analytics are key capabilities. The right
provider should also have specific experience
and knowledge in your industry.
Create a partnership model
Inform the provider of any challenges
and obstacles you have encountered in
the business so that they can anticipate
issues and plot a course around them.

9. Copyright © 2017 Accenture
All rights reserved.
Accenture, its logo, and
High Performance Delivered
are trademarks of Accenture. 16-3999
RELATED READING
Building the Just-in-Time Marketing Organization
Just-in-Time Marketing: Lessons from the masters
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CONTACT
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Global Offering Lead, Marketing BPS
mark.hosbein@accenture.com
Joshua Bellin
Research Fellow
joshua.b.bellin@accenture.com
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