What you will learn in the book

Marketing Orchestration is a discipline—the people, processes and tools—to realize Marketing’s full value. Traditional Marketing falls short of realizing its full potential for technology companies because it can be challenging to include all of the voices of authority and leadership–both internal to the organization (product, technology, strategy, management, Board, Investors) and externally (Analysts, Press, influencers, competitors, prospects).

You need Marketing Orchestration because traditional Marketing plans, communications and campaigns fall short of delivering the full value that early stage technology companies need in order to project the right messaging, establish a leadership position and voice of authority, and drive optimal value from Marketing.

• Prospects need to understand why your company and products are better—and differentiation isn’t always easy
• Sales & Marketing want to lead their market, take market share, and drive the usual Marketing KPIs—but struggle to address challenges in technology marketing and product marketing
• Senior Managers, Product, Finance, the Board and Investors want more clarity around how products are described and the ROI of their Marketing investments—and they likely want to participate in turning the company into market leaders with a voice of authority—so they need more consistent and concise processes for these contributions
• Analysts and the Press need to hear consistent and clear messaging from market leaders

A Marketing Orchestration Framework includes internal and external inputs via specific tools, processes and infrastructure as well as internal and external outputs (reports, forms and impact on all MarComms and Campaigns).

Artificial Intelligence for Marketing Teams is crucial. Understand how it impacts business and why it is necessary.

The Marketing Orchestration Discipline is a phased, repeatable approach to developing a robust capabilities that realize the full potential of your Marketing efforts through measurement and alignment across your organization.

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Book Details

Print Length: 84 pages
Authors: Jack McDaniel & Jeffrey Eyestone
Language: English
Publication date: December, 2022
Published by: Undertow Press