TO: All Marketing Team Members
CC: CEO
FROM: Azleen, CMO
SUBJECT: The power of a marketing operating system
Hi everyone,
Azleen here. It has been 2 months since I last wrote to you. Did you realise this? We had our weekly meeting as usual, offline discussion as usual and 1-to-1 discussion as usual, but no email after that. Let me tell you why. It’s because those discussions are all about small tweaks. It's insignificant. FYI, in general, our marketing strategy is working smoothly, as I expected. The execution part of the strategy is also working exceptionally well, which to me is beyond my expectations.
When we started our journey early this year, you knew about the marketing operating system we were adopting. You’ve experienced transformation in the first 6 months. There are threads of emails from me to you back and forth to prove it.
This marketing operating system replaces the old random way of doing things done before my time. Before this, everything was about one thing—more leads. Of course, leads are important for companies to prosper. But we can’t just do anything and everything to get leads. It won’t be sustainable long-term. It’s dangerous too. We will be busy plugging holes everywhere, every time.
The marketing operating system we are adopting now is not merely a marketing system. It’s a high-performing one. It was designed to ensure that we fill our pipeline sustainably, generate leads out of it sustainably, convert those leads sustainably and retain them as paying customers for as long as possible sustainably too.
This marketing operating system also highlights to us flawed areas that require our immediate attention. If we don’t solve those, the stranger-to-paying customer journey we are building will be in big trouble. I’m talking about the internal process, the knowledge base, the pricing structure, the onboarding approach, the payment mechanism, the purchasing journey, deliverable processes and many more. Since January, we have made those changes, making each and every one of them better, more efficient and friendlier.
Besides regularly communicating with customers and the ecosystem of partners for their honest feedback, we also communicated with other departments during those changes. We couldn’t change some critically flawed areas ourselves. Do you remember that we started to bring in the sales team’s representative into all our marketing meetings? Then we roped in the Ops team’s representative and the Product people too. Occasionally, we involved our CEO to ensure he is aware of the initiatives we are making and on the same page with us all the way.
When every single process and framework is built to hold weight, we will continue to plug any leaks or weak points. At the same time, we will see our growth compound.
Great job, everyone. Let’s close this year on a strong note.
Azleen
