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As consumer use of digital channels accelerates in senior living and healthcare, your business becomes increasingly reliant on marketing technology to make data-driven decisions, gain competitive advantage and improve ROI.  Relying exclusively on external partners or online lead aggregators is not a sustainable strategy as data and digital marketing becomes mission critical. The question of how to build, buy or partner to increase your organization’s in-house marketing capabilities takes center stage.

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Prove it or Lose it

 

Increased internal marketing spending brings greater scrutiny. If you can’t prove the business value or create proforma estimates, it hard to build the marketing capabilities you need or, at times, even keep the budget you already have.

Marketing automation platforms (MAP), CRM systems, and analytics platforms mean marketing leaders are now responsible for larger slices of a company’s total budget, including having the people that can understand and use marketing technology. Making the case for greater marketing spend or full-time staff can be a real challenge, especially in organizations that are less experienced in evaluating marketing ROI or in the process of transitioning from traditional to digital channels.

Regardless of where your organization sits in the transition process, we can help. There are six practical steps that we would help customize and guide you through based on your unique situation.

  1. Establishing the vision and strategic imperative for new capabilities.

  2. Building the business case for transitioning some, or all, of your marketing efforts.

  3. Gaining alignment across investors, executive teams, finance, sales, and marketing.

  4. Creating the metrics, milestones and strategic sourcing road map.

  5. Assessing and selecting the right vendors and partners.

  6. Implementing test pilots and successful roll-out.  

Longevity Point has helped a variety of clients across different industries successfully transition their marketing efforts from traditional to digital channels, and from external to internal capabilities.  Book a Growth Call to get an objective advice and immediate suggestions.