eting automation can drive cross-functional alignment in 3 ways

By automating campaign workflows, marketing automation platforms (MAPs), save time. The platforms are a central place where teams can work together and achieve cross-functional alignment.

Three areas are affected by this.

Brand consistency

Brand consistency is often enforced through marketing automation platforms.

Perkuto’s Jeto addon allows marketers to use automation platforms, such as Marketo (in Jeto’s instance), without adding off-brand components to the campaign. These tools enable more team members collaborate while maintaining important brand safety and compliance issues centrally.

At The MarTech Conference , Milton Hwang, principal of consultancy Mission MarTech LLC, said: “[Tools like Jeto] enable distributed teams to launch brand-centric campaigns with dramatic reductions to speed-to market, from two weeks to one or even two days in many cases.”

You can also read about the advantages of using

The latest analytics dashboards make it possible for a growing number of team members to access analytics.

Hwang said that the digitization of dashboards using tools such as Google Data Studio, and other analytics platforms, whether they are embedded in core MAPs or added-ons to them, has driven the need for us all to be aligned with metrics.

The dashboards should be made available to all teams, not just the entire organization. Stakeholders should meet to agree on core metrics and to avoid vanity metrics.

Dig deeper: 3 ways B2B marketers can use generative AI

Hwang said, “[Businesses] should actively question the metrics so that you maximize the value.”

Generative AI Content Creation

The potential for generating AI to increase content production is significant. There will be less focus on the way individuals create unique content. To automate production of series related to content, genAI will require more teamwork.

Hwang said that “[GenAI] will drive even more alignment among the content and creative team where the previous silos in terms of content ready are going to begin breaking down further.”

He said, “Each piece of content contributed will be used as a model and to feed and train the next round.”

In this context, style guides and the collaboration of teams to create a consistent voice for a brand will be more important.

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The article 3 ways that marketing automation can drive cross-functional alignment first appeared on MarTech.