![]() ![]() In marketing, you get a noisy, contradicting environment where silos lead to duplication, complex layers, and often initiatives that end up canceling each other out. It’s a fascinating oddity when it’s a mansion. What about when you have a lot of builders with different objectives?Įver heard of the Winchester Mystery House -the mansion renowned for its labyrinthine layout, staircases leading to nowhere, and doors that open onto walls or drop into empty space? This is what you get when you have too many contractors with too many conflicting objectives and tactics. Just like a well-built house with a leaky roof can end up ruining your whole house, lacking direction in something as crucial as your target audience, can prevent you from getting the results you want. Likewise, if you are strong in every area except, let’s say, audience insights, it can still bring your strategy down. When some areas are really good, but the others are not as strong, it leads to suboptimal results-which in some cases is worse than those companies with low maturity across all the pillars. Effective marketing needs all parts to work together simultaneously. If you have the best foundation, roof and walls, but your utilities were done by an amateur, your electricity could still short circuit and your plumbing could still leak. If you have the best roof, but a rotten frame, your house will st ill fall down. What happens when you put more effort on your foundation than your roof? Here’s what they look like and what you can expect. In between each of these extremes are two profiles we like to call “lumpy” maturity and “chaotic, unconnected” maturity. Work on strengthening each of these five areas and you’ll build a marketing strategy that won’t fall down under pressure. ![]() On the other hand, if you’re just starting out or don’t have enough marketing bandwidth, your strategy might not be ready to deliver on your goals. It will be scalable and flexible to shift with the evolving market. When your marketing strategy is consistently strong in all five of these areas, it’ll do more than deliver the results you want. Focus on outcome and impact-based goals ( like MQAs ) to provide a yardstick to measure and demonstrate value. ![]() Pivot and adjust tactical plans as necessary. Define clear objectives and ensure everyone is held accountable for achieving them. Develop a strong foundation of basic technologies, clean data, and solid processes before you can start adding technology, integrations and automation.Įxecution. Establish sustainable processes encompassing sales, product, channel groups, and global and regional marketing teams. Define your ICP and the members of your buying groups, and create personas to help you understand them. For marketing, these crucial areas look like this:Īudience insights. (Read on for more details.)įor houses, these pillars look like a well-constructed foundation, walls, roof, floors, and utilities. What happens if you don’t? This infographic gives a glimpse of what happens when these areas are out of balance. These are the five things you have to get right if you want your marketing strategy to do its job. We categorize all those moving pieces into five pillars of marketing maturity. winchestermysteryhouse.There are a lot of very important parts of a house that your contractor has to get right in order for your house to do its job. After the 1906 earthquake damaged the house, the widow boarded up many of rooms, and it's believed that the new discovery might be one such chamber. Not only is the mansion massive, but it's also a bit of a fun house, filled with secret passages, stairs that go nowhere, and doors that open into walls (allegedly Winchester's attempt to confuse the spirits trying to find her). Thus the massive Winchester Mystery House was born in its final iteration, the home-which is listed on the National Register of Historic Places-contains 2,000 doors, 47 stairways, 47 fireplaces, six kitchens, and 10,000 windows. The medium instructed her to head west and build a house for the spirits, who would no longer bother her as long as construction never stopped. Winchester reportedly consulted a medium, who informed her that the spirits of those killed by Winchester rifles were haunting her family. After the premature deaths of her daughter and husband, a shaken Mrs. The labyrinthine home was constructed over a period of 38 years by Sarah Winchester, the wealthy widow of William Wirt Winchester, of Winchester rifle fame. Preservationists at the Winchester Mystery House in San Jose have found a previously unknown room in the attic of the house, and in it was a pump organ, a dress form, a sewing machine, a Victorian sofa, and several paintings. The room count of California's most mysterious mansion has just increased by one, rounding out at 161 chambers (that we know of). ![]()
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