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SOA Best Practices Authors: Jason Bloomberg, Andy Thurai, Charles Araujo, Hollis Tibbetts, Pat Romanski

Related Topics: Change Leadership Journal, SOA Best Practices Digest, SOA & WOA Magazine, SOA in the Cloud Expo, CIO/CTO Update, Sarbanes Oxley on Ulitzer

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How The Optimized And Agile Marketing Organization Survives This Recession

Many marketing organizations will be under the gun in 2009 to improve performance or die. What can they do to survive that wont be make-shift, reactive work?

One thing will help marketing organizations start performing and it is workflow process optimization.

I know. It's that dreaded word: process. It's the kind of stuff that gets abstract very quickly, and Im writing primarily to a marketing audience, after all. So lets keep this visual and simple. Check out the rather straight-forward video below. It reduces to bare bones the basic idea behind process improvement.

The video speaks clearly of the purpose for improving process, which is to optimize the business operation. This optimization reduces cost, even substantially, thereby improving bottom line profit while also advancing marketing performance. Theres your argument, marketing, for staying alive in this recession!

Pay no mind to the fact that the illustration that the video uses is about order processing. Replace that example with campaign management and lead flow, and you got a relevant case about a process that marketing swears by, which has better progress favorably next year to improve dollar yield on demand generation expense.



Note now the benefits derived from process optimization according to the video above and what each could mean to marketing if achieved:
  • Standardization = An integrated marketing organization
  • Compliance = A credible marketing organization
  • Strategy-to-Operation Alignment = An effective marketing organization
  • Process Efficiency = An efficient marketing organization
  • System Assets Control = A safe and accountable marketing organization
Marketers, it's time to get busy with workflow process improvement for the marketing operation. Next to process improvement there is change management as another subject of importance that marketers should embrace in 2009. The market never rests so neither can your business. Facing these constant pressures to
innovate, how will your operation cope with the invariable demand to adapt and remain agile? Thats what Service-Oriented Architecture (SOA) helps with.

Youre a marketer and not IT, I know, and youve never heard of SOA. No worries. The following video is made just for you. Its an entertaining introduction to a methodology that, combined with business process management (BPM), will give you the fundamentals for truly transforming your operation for the better in the midst of a recession, and survive.



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More Stories By Arturo F Munoz

Arturo F Munoz is an expert business process designer specializing in demand generation, marketing database and CRM operations workflows that consolidate disparate data sources into meaningful and actionable knowledge for the complex marketing and sales organization.