Uniform Brand Management and Integration
Avoid platform pileup and manage all enterprise’s requirements in one platform. Companies with a distributed marketing process find deep disconnects with their ability to align and deliver corporate content with localized needs. Many organizations have accumulated what the CMO Council refers to as a “platform pileup” consisting of point solutions that lack integration, create silos and hinder brand consistency, accountability and the execution of synchronized campaigns and content across markets.
While corporate marketers would prefer to lock down governance for content assets to protect brand integrity and compliance, doing so just causes local and field marketers and salespeople to go rogue to get what they need. The result isn’t pretty. Research from the CMO Council finds that local contingencies grade their experiences in accessing and using content and collateral locally a mere C+, indicating that improvements would be welcome.
With the advances in technology that enable the corporate marketing team to deploy a centralized content distribution platform in the cloud, there’s really no reason why localized efforts should challenge brand consistency. The corporate team maintains control by assigning user authority on the platform and is able to gain visibility into what content is being used or shunned.