Marketing Workflows & Process Definitions

Understand, Analyze & Improve Marketing Department Business Processes

What is a Marketing Flow Chart or Workflow Example

Whether it’s new clients, competitors, tools, audiences, or all of the above, marketing professionals find themselves adjusting to external market trends constantly. A marketing workflow, or flow chart, is defined as the documentation and graphical representation of all the work steps needed to complete a set amount of marketing tasks. Every marketing professional performs hundreds of different activities every day which, when pieced together, comprise a workflow. The result of these marketing work activities are processes like: marketing plan creation, collateral development and marketing campaigns. The marketing activities that lead to these final outputs can be put into a sequence and visualized as a marketing flow chart, otherwise known as a process map. These flow charts can then be used to identify specific marketing processes open for improvement or repetitive activities that can be automated.



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How Marketing Workflows or Flow Charts Can Increase Campaign Effectiveness

Marketing is controlled chaos. Marketing executives, operations managers and staff have to balance shifting campaign priorities, continuous collateral revisions, and final approvals all while keeping track of post-campaign work like metrics tracking, measuring and reporting. Marketing process maps, or workflows, make the chaos easier to navigate by clearly documenting what steps occur at what point in the process. Marketing process mapping efforts should begin by first determining which processes need flow chart analysis and then drilling down into activities known for being high volume, have the most people working on and have the highest likelihood of landing most revenue, such as; market analysis, content creation, campaign management, and reporting. A completed marketing flow chart enables identification and documentation of potential process improvements and increases the likelihood of thorough automation. These improvements can be categorized into different groups, helping you focus on near-term opportunities while staying on track for long-term ones.


Using Marketing Process Flow Charts to Increase Revenue

Marketing workflows vary between different businesses, teams, and marketing goals. But, all marketing business processes boil down to small set of common processes no matter what type of business you are in. Market research, branding, social media marketing, trade show marketing, advertising, content creation and management, public relations, and vendor alliances to attract and retain customers. Despite differences in content, the type of product being sold, or team structure, marketing process flow examples can be as follows:

  1. Market Research: The process of gathering information about consumer/audience needs and preferences.

  2. Branding: The analysis and planning of specific look, feel, and messaging of a product or service to ensure consumers/audiences perceive a product a certain way.

  3. Advertising: The process of gathering information about consumer/audience needs and preferences.

  4. Marketing Campaigns The life blood of any marketing department which is routine and process driven distribution of marketing messaging to audiences.

  5. Content Creation and Management: The process of maintaining of a good public image among consumers through strategic communications.

  6. Public Relations: The process of maintaining a good public image among consumers through strategic communications.

  7. Vendor Alliances: The process of aligning with key vendors that provide specific products or services it needs for successful marketing business process.

  8. Campaign Reporting: The process of reporting on campaign-specific marketing KPIs to internal parties such as managers and executives and external parties.


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