Wix Shares How To Optimize Enterprise Marketing

The search engine magazine spoke with Paul Ximena Mejia, Vice President of Enterprise Marketing in Wix, about the construction of high quality marketing teams. She shared an effective strategy for achieving marketing goals and identifying what the team retains.

Discussion focused on multiple topics, including:

• Telltale signs of incomplete goals and inefficiency
• How to overcome resource restrictions
• Engaging stakeholders to improve cooperation
• Technical audit
• The best way to use AI in the marketing team

Reasons for inefficiency in marketing teams

The mission of E -Paul on Enterprise Marketing has made it clear that the inefficiency of marketing is caused by the loss of the focus of the entire goal. What she describes can happen almost quietly and affect the productivity and success of marketing teams without noticing what is happening.

Paula shared:

“Marketing teams often encounter inefficiency because they lose a mark of the goal. There is a reason why certain activities are designed and executed, but during this process the ultimate goal can be lost. It is important to eliminate force information, narrow throats in work flows and challenges in controlling restricted resources to adhere to the rewards and the ultimate goal. “

How to Solve Unscrewed Goals

Unsaked goals are something that affects marketing teams of all sizes. During my career that has been moving for over 20 years, this is something I have really seen as an advisor for B2B Enterprise Corporations to smaller offices. It is easy to consume the procedure and make mistakes for goals.

I asked Paula what the company could do to avoid unlawful goals, and one of the things she touched was trends that do not match the broad priorities. She also mentioned a “multi -functional collaboration” relating to the obtaining employees who specialize in different areas to successfully work on the same project.

She shared:

“Immediate goals often come out of vague communication or when teams follow trends that do not compliant with broader organizational priorities. In order to avoid this, managers and team leaders should focus on defining clear, measurable goals that directly relate to business results. This is an important role of the project manager or team to ensure that they understand the older goals of running and establishing processes for regular reconciliation goals by examining the initiatives in the teams and ensuring that everyone is on the same page.

Functional collaboration is crucial. Including stakeholders in early in strategic discussions may integrate the direction of the team.

Finally, take advantage of the data analysis for measuring the progress and training strategies, ensuring that the efforts are always aligned with business goals. “

Telltale signs of inefficiency and incomplete goals

Are they associate inefficiency and the unconfirmed goals of the problems that the organization is usually not aware of? Paula shared the warning signs to be careful about.

“Many organizations remain aware of ineffectiveness or inconsistency until they are manifested as missed deadlines or campaigns of weak effects. It is not uncommon for the administration to lose contact with some daily challenges, so it is important to be in constant communication with your teams about someone below:

• Maintenance of project deadlines
• Number of audits that are usually due to vague communication
• And inconsistent messages through the campaigns.

In addition, if teams experience combustion or more than average, it is a clear indication that resources or ineffective processes should be resolved. “

Overcoming resources restrictions

Resources limitations are common challenge, only so many teams can handle, can it not? I asked her if there was a frame or steps to help a team to stand up and over these challenges.

Paula advised:

“Overcoming resources restrictions begins with an assessment of your team’s current permeability, skills and a tool to recognize the gaps. From there, it is important to give preference to projects with a great influence and delay or eliminate lower priority tasks in order to release resources.

Effective structuring your team is another step. The transverse functional teams provide agility, while experts offer expertise in niche areas, so choose a structure that aligns with your goals.

Outsourcing can also be a practical solution, allowing you to engage in external expertise without overloading your team. The conducted technological audit is necessary to ensure optimized and integrated tools, eliminating excess and automated repetitive tasks.

Finally, continuously reviewing and refining the team process helps maintain adaptability and efficiency as market conditions develop. “

That last part about the technological audit is an interesting advice. Sometimes there is a better tool that can facilitate the life of a marketing team.

Where Ai fits into Enterprise Marketing?

Talking about the tools that marketing teams can use, I asked her how to fit the high functional marketing team. She said the use of AI is often intended for the task.

Paula shared:

“Marketing teams still start using AI to their greatest potential. We use it all the time for certain tasks, but this is often a task.

The main thing I am looking forward to this year is to see AI tools that allow for better cross cooperation through marketing teams. It is important to approach AI as a tool that can help and not use it to replace human contact and creativity. It is crucial to establish a balance – use AI to improve your processes while maintaining a critical human judgment.

As a salesman, we are still at the driver’s place and we have a responsibility to ensure that the AI ​​is properly used – and supply quality. “

Recently, I listened to the Podcast in which she participated in where she was talking about AI Silos, so I asked her to explain how to affect marketing and for the advice on improving the cooperation with teams used by AI.

She replied:

“AI silo arise when individual teams or employees adopt AI tools independently without cooperation or integration. This leads to fragmented processes, duplicated efforts and inconsistent results, and all of them impair marketing efficiency. The impact can prevent teams from using joint insights and can create separate campaigns.

To get rid of, the organizations can centralize their AI strategy by naming the owner of a project that will oversee his implementation. The standardization of tools and processes ensures consistency, while training in the topic helps employees understand how to use AI together.

The establishment of regular applications for sharing insights and results can further strengthen teamwork and ensure that AI triggers value throughout the organization. “

Tip to build a highly functional marketing team

Unpleasant goals occur when teams give priority with trends or their own narrow goals that cannot be aligned with the total project priorities.

The engagement of stakeholders at the beginning of the project to establish common goals is crucial to keeping the entire team together at the same goal. The analytics can help monitor performance, help recognize marketing defects and identify where to perfect the strategy to improve.

Technical audit is a great proposal as it can improve the ability to achieve goals and turning points. Careful implementation of AI is important to ensure that the team uses collaboratively instead of in silos.

There is a lot more in this interview to unpack, it may be useful to read it twice.

Sepaled image Shutterstock/Golden Sikorka