9) Cold Blooded : Operational Competence
Quite frankly this is the area where there are the biggest gains for us. Unfortunately its not very easy to do, and a lot of the time we need additional resources or training and skill sets to make it happen. This is about joining the dots that you already have. In the year of the snake we will see more and more organizations turning their attention away from the coolest new technology for this, or building a great app for that, and focus on the boring but effective.
This involves putting in processes that help operationalise the strategy towards the goals. Examples of what we will start to see include Dashboards and documentation and guidelines that should have been there all along, but we never got to do while we were flying by the seat of our pants.
We will start to see dots being joined, and these will give us big results. It will be about making better use of technology that you have already bought. Putting in a process for doing something about the insights you have. It will be about consolidating investment based on what makes sense for the bigger picture, and not just to solve a smaller problem – because the processes will for first time show how they relate to each other.
For agencies and vendors, this is great news – unless of course, you suck, in which case you will get found out.
This year marketers will do more of the things they always knew they needed to do.