Having a single customer view is somewhat of a holy grail in B2C marketing. With a single view, you’re able to aggregate all of the data you have about a customer in one place to give you a robust and holistic picture of that customer. Pulling together a complete picture is critical to understanding browsing and buying behavior and tailoring your marketing accordingly, even as the ever-growing number of marketing channels available and the tendency for customers to hop between channels makes it difficult to corral all the necessary pieces of the customer puzzle.
A single view isn’t just the gold standard for customer-facing marketing, though. It should also be the standard operating procedure to which your marketing team aspires for their day-to-day work. Here’s why aggregating your team’s processes into a single platform of record makes sense:
The productivity cost of task switching is real
. Every time one of your team members has to jump from a spreadsheet to a calendar to a digital asset management system and back again, it takes them precious time to regain focus on their original task. This time adds up over the course of days, weeks and months. A single workflow view eliminates the need to hop from program to program. A single workflow view means that you’re managing your projects and processes, your assets, and your budgets within one platform, cutting down on the time drain of task switching and keeping team members more focused for longer stretches.
Say goodbye to bottlenecks and assignments that run off the rails. A single workflow view means that you’re able to see at a glance whether a given project/job/task is running on time and on budget, allowing for real-time course correction. You can structure your team’s work in such a way that everyone is aware of how what they’re doing feeds into the greater whole and critical dependencies (preliminary design needs to be completed before copy can start, for example) are visible to all. Common pain points like poor coordination between teams, lack of visibility and duplication of effort
are resolved when everyone has a single clear and consistent view of what’s happening when and who is responsible for each component.
Shortens the employee learning curve
Instead of having to become jacks of all trades, employees only have to master a single system of record. This means shorter training time and faster onboarding for new hires, which translates to an overall revenue savings and productivity boost
. Employees are also able to develop a deep familiarity with one platform vs. a superficial knowledge of many, allowing them to get more value from the software.
Investing in a la carte solutions for digital asset management, project management, proofing and budget tracking can get pricey. Not only does the cost of one-offs add up, figuring out how to integrate multiple solutions or platforms with each other and into your team’s workflow requires a significant investment of time and is never as seamless as you’d wish. A single system of record for your team’s day-to-day work that covers all of the key aspects of your workflow just makes bottom-line sense.
A single view is as important for marketing workflows as it is for marketing and customer experience strategies. The good news is that, unlike putting together a holistic snapshot of your target customer, with the right platform, implementing a single view of your daily processes is much easier to achieve.
Interested in learning more about how Workgroups DaVinci can give your team the single workflow view it needs? Get in touch for a custom demo.