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FAQ's: Common C-Suite Objections

FAQ's: Common C-Suite Objections

When it comes to getting buy-in from your C-Suite for a new Marketing Operations platform, there are a number of common questions and objections that will often need to be worked through. We've helped a number of brands work through their stakeholder buy-in process and have outlined the more common questions below for you.

If you need any assistance managing stakeholder questions or objections, we're on hand to help, so do reach out.  

Don't we already have something that manages this?

This is the most common question that our champions hear from their C-Suite when proposing an upgrade to how the organisation manages its Marketing Operations. And the answer is both yes and no.

Yes, you will have a way to currently manage your marketing work because if you didn't no marketing activity could occur - but that doesn't mean your current processes are actually working for you and your team.

And no, it's the ability to measure performance against the customer journey that enables marketers to give the C-Suite insight into what's really working, and where adjustments can be made to increase revenue or reduce low-performing investment.

Let's break this objection down into a few moving parts:

1. What are you currently using to manage Marketing Operations?

The most common answer here is email and spreadsheets. When it comes to managing marketing activity this approach is very reliant on manual entry, resulting in additional work and resource time that doesn't offer any visibility into actual marketing activity.

Some teams have implemented project management solutions such as Trello, Wrike or Jira to try and get visibility into the workload they are managing. However, these platforms are generic and not designed to optimise how marketing teams operate, so while they can help make things a little easier day-to-day they won't be able to impact the bottom line.

Marketing content is often spread across a variety of different tools and systems that are completely disconnected, and teams struggle to find the right content at the right time. If the marketing team struggles to find the right content and have alignment across its own activity, then other business divisions such as sales have even bigger challenges trying to access the content they need.

2. What does Cooperate have that we don't currently have?

The answer is simple: alignment. There are plenty of different tools available to make certain processes a little easier or faster, but if those tools aren't aligned with each other, if the combined tools aren't aligned to your customer needs and business objectives, and if your team can't use those tools to see how their activity aligns against those same objectives - then you're not really maximising the potential of your marketing team.

The Cooperate platform ensures that the right people can find the right content at the right time - whether that's multiple marketing teams spread across different markets, sales teams needing the right sales enablement collateral, or management wanting oversight on which campaigns are going live over the next quarter. Centralising your marketing into a single platform provides a single source of truth across your organisation.

3. Do we really need it?

A better frame for this question is what opportunities could your organisation be missing out on by not implementing better Marketing Operations? Organisations that have implemented effective marketing operation frameworks are able to turn marketing into a growth machine, ensuring that marketing activity is aligned to key business objectives, enabling real-time customer insights to drive better decision making and increased revenue. At the end of the day, implementing an effective Marketing Operations platform can have the biggest impact on the future of the business. 

Is this just going to be a distraction right now?

Another common question from the C-Suite is around timing, questioning whether the company has the bandwidth and resources to handle another platform implementation. While we may be biased here, and while we know your team is already swamped with other work, our answer is always the sooner the better.

This is simply because we have helped many brands go through this transformation, and have learned some common truths that we can pass on to you:

1. It's easier than you think

Implementation, change management, transformation - these are all terms that can give us nightmares when we think of the workload involved in getting a new platform up and running. However, in our experience initial implementation of the Cooperate platform can be completed in as little as two weeks, if you are requiring custom integrations then you could be looking at something like four weeks, and our team is on hand to guide you through the process (and that helping hand doesn't cost you a penny unlike other platforms).

2. You're missing an opportunity somewhere

Almost every time we've helped a team get up and running on the Cooperate platform they have uncovered a missed opportunity, be that a new way to monetise their distributors or an overlooked stage in the customer journey that was blocking their sales team from closing deals. The sooner you can get visibility and alignment over your marketing activities the sooner you can identify new areas of opportunity. 

3. You're leaving money on the table

Once you have your new Marketing Operations framework up and running, you're able to get greater insight into how marketing impacts revenue and make the necessary course adjustments to maximise returns. The later you leave it, the more money you're leaving behind. 

In Summary

To sum it up, this change isn't really about increasing efficiency or streamlining your marketing teams operations (while those are benefits you do get from the platform), this is about driving a step change that will enable marketing to become a stronger revenue and growth tool for the organisation.

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