Integrated Marketing – Who Takes the Lead?

There seems to be universal agreement among marketers that integrated programs have greater impact, higher efficiency and are where their organizations are headed. (See June 2, 2009 blog entry)

How they achieve the benefits of integration is vastly different. Semantics and understanding may play a part, as well as the organizational structure and reporting relationships. Agency relationships and assignments also play a keen role in how and where integration occurs. There a good number of internal roadblocks that slow or stop the process, including:

• silo mentality/turf protection – brand; marketing services, etc.
• agency loyalties
• traditional mar-com models – e.g. General agency is the big dog
• reporting relationships - is corporate communications part of marketing?
• Short CMO Tenure – many won’t take this on, not wanting to waste time on ‘internal’ issues

So WHO should be responsible for the integration process? Integration is not merely an exercise to reallocate, reduce or optimize the media buy. It is not a budgeting exercise or agency reward for past good work. Rather it is a critical reassessment of the Go to Market communications, their role, interplay and importance to the customer.

The customer. Hmmmm, that seems like a good place to start. Isn’t the role of marketing to understand and nurture the needs, wants and desires of customers? Also, marketing is intended to be the customer advocate back to the business – the product managers and researchers who should be creating products that fulfill customer utile needs.

SO here is my list of steps in lining up resources to create an integrated marketing approach:
• Align around the customer. They are in ultimately in charge of your fate, so why not respond to them? They will tell you that integrated communication IS how they want to receive information
• A client representative, with appropriate and direct authority, should lead the integration across all disciplines
• Integration must include all audiences and constituencies served. Best to start with Thought Leaders and work your way down.
• Remain open for innovative approaches, even when they are not required.
• Measure everything and share results, metrics and accountability

Okay, so you are organized and ready to go! There are some other consideration and landmines to be aware of:

- Agency Compensation - There are bound to be agency concerns over fee dollars, especially as they link output (ads, brochures, etc.) with success and $. - You must fix the agreements to fairly compensate each agency for its contribution and ideas before you get too far.
- Decoupling of media from creative has forced us further away from the customer. Seek to bring them together, especially early in the process.
- Customers have seemingly limitless ways to obtain content, information and marketing messages. As marketers, it is our responsibility to communicate in the way and format that suits the customer best.
- Keep ALL in the Know – it is imperative that the client includes ALL agencies in information sharing and status.

The first campaign will be by far the hardest. But if you are inclusive, firm in your direction and share information openly, success will break silos and agency roles. You must be prepared for some old fashioned hard work to achieve your goals, overcome the reluctance and internal politics.

When the customer responds, your success will be clear!

Good Luck!

Marketing Leverage LLC has developed and executed a number of integrated marketing programs involving product launch, strategic alliances and sponsorships in the B2B & B2C markets.