The Importance of an Operational System of Record

As a marketing team member, you’ve likely felt the frustration of having disconnected workflow that causes your team to waste time waiting for input, looking for information and reworking assets. It could be because there is ineffective collaboration or disjointed systems, content requestors and creators struggle to communicate effectively, or the current process is inefficient. Regardless, your team probably understands this struggle.

An abundance of companies face these issues but continue to use antiquated technologies and broken workflows rather than finding a lasting solution. Many companies that do invest in modern marketing technology do not fully utilize and optimize the features of their MarTech stack.

In fact, recent studies have found that more than 40% of companies don’t use any modern MarTech to manage their work activities. Many of these companies still use spreadsheets to track and manage their initiatives. Another study identified that out of the marketing organizations that use modern MarTech, most only use an estimated 50% of the features provided by their technology stack.

Despite these challenges, there are feasible ways to become more effective and efficient. Modern work management capabilities bring teams together and help team members produce their best work as quickly as possible. It’s time to use proven operational principles and OSR technologies to invest in the business of marketing and balance effectiveness with efficiency. Focus time and resources on both the creative and business aspects of marketing.

Modern marketing teams need modern marketing technologies to manage the business of marketing and establish one operational system of record, a source of truth.

That’s why it is time to adopt a marketing OSR and amplify your marketing results.

Let’s start with the basics.

What is a Marketing Operational System of Record?

CapabilitySource defines a marketing operational system of record (OSR) as a collaborative work management hub used to manage people, standardize processes, integrate technology, and centralize the information required to conduct the business of marketing and drive results.

A marketing OSR is an integrated technology system that provides the functionality needed by marketing operations leaders and team members. It is the unique set of MarTech tools required to run the business of marketing and tackle challenges like strategy and campaign development, workflow, capacity planning, task management, staffing, tracking, approvals, performance measurement and a host of other “run the business” concerns.

While marketing OSRs are designed for marketers, it’s not only the marketing team that benefits from an OSR. With an integrated OSR, everyone who is a part of the marketing process functions as one seamless marketing team. This includes areas like Strategy, IT, Sales, Finance, Compliance and external agency partners. With an OSR, there’s one team, one system and one source of truth for all marketing information.

How will a Marketing OSR help my company?

One of the greatest benefits of a marketing OSR is its ability to provide a single source of truth for critical marketing operations concerns like governance and compliance. With a marketing OSR, your team can coordinate their efforts, communicate, collaborate, and work to execute initiatives that align with legal, compliance, regulatory and audit needs, without adding additional burden for your marketers.

With a marketing OSR, you can:

  • Centralize digital assets
  • Accurately measure performance results
  • Operate in an agile, flexible and adaptable manner
  • Optimize your agency spend
  • Reduce manual effort and rework
  • Standardize and streamline marketing workflow
  • Unify all your marketing teams and business partners

Workfront and Adobe as a Marketing Operational System of Record

CapabilitySource believes that Workfront and Adobe are leading technologies to bridge the gap between marketing strategy and execution. These technologies combine to give you the information needed to make smarter decisions, the ability to focus on high-value work, and streamline operational structures.

Utilizing Workfront with Adobe allows marketing operations leaders to:

  • Align budget with priorities
  • Collaborate in real-time, across divisions
  • Connect strategy to delivery
  • Iteratively plan and prioritize work
  • Keep teams and work aligned
  • Measure business outcomes
  • Streamline review and approval processes

How Can I Get Started with an OSR?

To get started on adopting an OSR, use the CapabilitySource benchmarking tools to begin identifying areas where you could optimize your existing MarTech systems and improve processes to drive better results. These tools help to assess the effectiveness and efficiency of the end to end marketing process.

Schedule an OSR discovery consultation with our team to understand how a marketing OSR could impact your marketing team. CapabilitySource has years of experience developing and implementing OSR solutions for Fortune 100 companies. In a one-hour consultation, we will benchmark your marketing operations capabilities and determine how an OSR would impact your team and your team’s ability to execute the business of marketing.

 

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