This month I return to the marketing process and how that process is changing in response to marketing technology. In previous issues, I have discussed marketing planning, budgeting, metric development and customer targeting. In this column, my subject is revisions and approvals – one process that, marketers might assume, would escape technology-inspired change. After all, doesn’t management still have to approve overall strategy, targets and budgets, and sometimes (far too often, I believe) even creative treatments and specific offers? Could campaign management technology actually simplify approvals by transforming management communications into digital documents?

Actually, technology-enhanced approval processes become more complex. The reason: scale. The organizational response to scale, I have found, is a critical factor in determining whether marketing can adapt to the power of the new technology or will simply collapse under the avalanche of delayed approvals fed into an antiquated system.

Register or login for access to this item and much more

All Information Management content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access