Which marketing activities bring the most value to your organization? The Effective Processes dimension not only defines the activities that offer the highest return but also directs a larger share of company resources toward them. Following these established processes faithfully can result in greater predictability and repeatability of marketing results, minimized risk and a stronger foundation for continuous marketing performance improvement.

Quaero shows its clients how to identify and map these processes or create new ones (such as planning and contact management) that improve performance. We also train client staff to understand and actively participate in the new processes, allowing them to work together in a consistently focused, productive manner.

Activities must be tightly coordinated to implement cost-effective changes, balance efficiency with execution and align processes with the actionable marketing strategies previously developed within the organization. To achieve this, Quaero can leverage many of the popular process improvement methodologies (such as Six Sigma) and apply them specifically to the marketing context.

Quaero can help your organization:

• Identify industry best practices (and determine whether they apply to your business).
  
  
• Identify the impact of recommended process changes.
  
  
• Identify opportunities for technology leverage and task substitution.
  
  
• Focus process on the customer and outcomes.
  
  
• Pilot process improvements similarly to new programs.
  
  
• Train staff to implement and measure new processes.
  
  
• Identify and introduce business rules as process enablers

With Effective Processes in place, metrics can then be used to identify gains in efficiency (reduction of cycle time, steps, time-to-customer) and effectiveness (response rates, increase in value); drive continuous improvement; quantify the return on existing marketing investments; and help justify and prioritize additional investments.

Process is a vital aspect of marketing performance, a systematic delivery mechanism for improved results that often is ignored by marketers. Quaero’s Effective Processes approach provides the discipline needed to start and sustain accelerated marketing performance.