7 Deadly Sins of Marketing

The 7 Deadly Sins of Marketing
GARY KATZ
VP MARKETING OPERATIONS

ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
• Marketing departments must justify their existence
• Now more than ever
• Perceived lack of accountability
• Easy target for cuts
• Marketers untrained in statistics
• Broken systems frustrate measurement
• Many hesitate to invest in evaluating program success
SIN #1: Ill-Defined Metrics

SIN #2: Slammed Resources
• Age of the “Individual Contributor Director”
• Big title, scare resources, little authority
• “Do more with less” mentality
• Marketers feel overwhelmed, burned out, ready to jump ship
• Over-dependency on heroes, martyrs & superstars
• High turnover, costly mistakes, silos of knowledge
• Collapsed programs as key people leave or burn out
• Potential winning programs left abandoned from lack of owner

SIN #3: Leaky Institutional Memory
• Marketing depends on accurate info, a historical view and pattern recognition
• Knowledge in many marketing organizations is scattered all over the place
• When people leave, huge chunks of organizational knowledge is lost
• Info loss is major productivity killer and contributes to less effective decision-making
• Previous marketing investments are wasted when lost insight must be regained or
reacquired

SIN #4: Constipated Creativity
• Marketing is valued for creativity but increasingly constrained in expressing it
• Inspired creativity is supported by strong collaborative processes
• Creative burden on one outbound marketer (the “individual contributor
director”) limits out of the box thinking
• Poor knowledge management impacts creativity
• Lack of agreement and direction in company (mission, vision, values) also
inhibits creativity

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 GETTING & KEEPING CUSTOMERS
 DRIVING GROWTH & INNOVATION
 DATA & METRICS THAT WORK
 CREATIVITY WITHIN BOUNDARIES
 DRIVING ACCOUNTABILITY & COMMITMENT
 GETTING EVERYONE ON THE SAME PAGE
Join today:
https://ClearAction.com/value-exchange
Ask for a demo:
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ClearAction ContinuumClearAction Continuum
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Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba,
Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others
ClearAction Value Exchange KPIs are multipliers on your CX investments
SaaS for real-time
personalized action plans
to tackle these silos
30-minute bites
AI-curated resources
DIY and interactive
VP-level to intern-level
Shared vision
Collective capability
© 2019 ClearAction Continuum.

ClearAction Continuum closes the brand-customer gap.
ClearAction Value Exchange members in marketing
& customer experience, care & success roles access
real-time, 24x7, bite-sized personal solutions to
navigate silos for customer value performance
ClearAction Advisory clients strategically
operationalize marketing & customer experience
for scalability, resource productivity & enduring
customer value performance
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Customer value performance momentum

Ask about the marketing management maturity roadmap
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https://clearaction.com/marketing-maturity-mobilizes-mojo/
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
© 2019 ClearAction Continuum. PROPRIETARY & CONFIDENTIAL.

Ask about customer value performance momentum
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DNA MASTER PLAN™
STRATEGIC RENEWAL™
CLEARACTION VALUE EXCHANGE™
DNA ACTIVATION™
MARKET RESPONSIVENESS INDEX™
DX AGILITY™
DNA TRANSFORMATION™
DX ALTITUDE™
RACE™
(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
VOX MODERNIZED™
VOX ACTIONABILITY™
SHARKTΛINK™
CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum.

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We’re honored to influence these companies
PARTIAL LIST OF CLIENTS

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ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations

Customer value performance momentum

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