Marketing is about change. It’s the nature of the job. We are constantly trying to re-invent the way we present ourselves/our companies. Marketers are judged on their creativity and it is likely to consume all your time and effort. Creativity has always been the most highly prized skill. But recruiting marketers with the right credentials and experience seems to be well nigh impossible. Some research says that 95% of companies are finding it difficult to recruit the skills required.

It appears that training for marketers is still light on the technical aspects of marketing including: Digital marketing, eMarketing, Social marketing, Data Protection legislation, building communities. Courses do cover these aspects but its no good having a great idea if you have no idea how or if it will work in practice.

Marketing has become a more  technical discipline.  You either need technicians with marketing acumen or marketers with a technical bent. This is where providing a Marketing Operations service to marketers has been successful. It’s a blend of the right skills. Our agency model allows marketers an interface  they know and understand.

If we are expecting marketers to perform creative summersaults everyday they need to understand the deeper technicalities of marketing. The lack of appropriate skills and the rapid changes in marketing techniques reinforce the need for services provided by CRM.

The loss of data on this scale by a Government is understandably headline news. But what of your companies data being shipped too and from your regional offices, lying in forgotten FTP folders on your website. Do you know if its been lost. More to the point - do you know if someone has found it! Your company will hold the personal or business details of many individuals, not just your staff but your customers and suppliers. Legally your company is responsible for the security of that data. Each time you ship that data on a CD or it is transmitted via the internet you are vulnerable to compromising the security of that data. You are likely to have a privacy statement on your website. Hopefully this refers to your data security procedures and your staff are fully trained in their use. If not then its time you thought about it.

Management of data is especially important for Marketing departments. They may be dealing with lots of unsolicited information on prospects – who don’t yet have a legitimate relationship with your company! Marketing is constantly shipping contact data here and there – to Email Service Providers, Printers, Telemarketers. Furthermore there may be lists you have bought from list brokers – data you don’t yet own  and has cost you lots of money!  Putting the right systems in place to manage access to this data, with historical tracking and to manage the ownership is a critical function of Marketing Operations.

The Government’s had a few months to wade through the civil servants sports kits and odd shoes looking for the missing CDs. I presume if they ever find it they will let us know. In the meantime don’t be caught with your shorts down.