February 4, 2019
Organizational silos were common in the past. Each department did their own thing, with little regard to how their actions affected other departments. The marketing team was in charge of creative, while those working in data focused on numbers and charts.
Today, we now know that working in silos isn’t a good thing. In fact, organizational silos are the likely causes of the following problems:
- Poor decision-making
- Inefficient use of resources
- Duplication of efforts
- Inconsistent brand messages
And with marketing becoming more data-driven, it hardly makes sense to keep marketing and data as two separate entities. Data allows marketers to gain further insights into their customers; for us marketers, this means we have the ability to make more informed decisions than ever before.
Merging marketing and data is a massive task. To get things started, it’s essential to develop a data-driven culture in your marketing team to facilitate this all-important union. The good news is that marketing automation can make this job easier for you. Here’s how:
Marketing automation reduces the over-reliance of using a single data source
Data comes from many sources. Obtaining your data from one source may be the easiest option initially, but the problem with adopting this approach is that a single data source will never provide the whole picture. The best insights are obtained from a variety of sources; amalgamating data is key and marketing automation does it for you — it pulls data from several sources and translates them into actionable insights.
Good marketing automation software like Autopilot gives you the option to visualize reports and customer journeys, allowing you to gather customer insights at a glance. Here is an example of an Autopilot customer journey template for generating leads using gated content.
Marketing automation allows for collaboration
A data-driven culture encourages staff to work towards common business objectives rather than purely focusing on individual department KPIs. For this to happen, your team must actually work with other teams.
The good news for marketers is that this collaborative approach allows them to gain valuable insights from other teams. Furthermore, effective marketing automation software offers a platform for marketers to roadmap their customer journeys and allows everyone else in the business to visualize it. Autopilot’s Annotate and Collaborate feature lets you do just that and provides the option for anyone to add their comments (see below).
Marketing automation provides valuable customer insights
Google Ads clicks, customers’ purchase history, and website hits — all these useful insights come from data. This information helps us understand our customers better, allowing us to deliver more personalized content to them. A data-driven culture encourages us to adopt a proactive approach to capturing insights. Consequently, we are more likely to achieve stronger marketing results and drive overall business growth.
Now, who would say no to that?