A recent research from Aberdeen about Marketing Asset Management gives an opportunity to compare to the best in class.
Aberdeen uses 3 key performance criteria to compare:

  1. 44% of the sales forecasted pipeline generated by marketing, as compared to 2% contribution for laggards organizations,
  2. An average 9% reduction Year-over-year cost of market asset creation, as compared to a 6% increase among laggards,
  3. 15% average decrease in year-over-year time-to-market of content of all types and formats, as compared to an increase among laggards.

To achieve best in class performance, you need to

  • Allow all geographies and business units to customize marketing content with proper control
  • Centralize asset approval and distribution to expedite time to market and improve content

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Published by Emmanuel Obadia

With over 30 years of experience in software, I’ve had the opportunity to work as an entrepreneur and international executive for some of the biggest names in tech, including Lotus, IBM, Peoplesoft, Sun Microsystems, Sage, Salesforce, and Oracle. As a former EMEA Vice President of Marketing and Global Chief Product Officer, I gained invaluable insights into the rapidly changing tech industry. Today, I’m an Optimist Sr. Advisor, Executive Coach & Mentor, and public speaker. I’m thrilled to help teams of any size thrive in complexity, speed, and change, and to inspire transformation and innovation for impact. I’m passionate about empowering individuals and organizations to make a lasting mark on the world. If you want to learn more about my journey, please check out my bio and About for additional details My motto: “Authentic leadership: unlocking the potential to achieve the impossible.”

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