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Setting the Enterprise Marketing Content Management Strategy

This leading manufacturer was experiencing pain points related to the management of marketing content across the organization. The company’s concerns about content inconsistencies led them to seek a better understanding of the current state processes that support the content management lifecycle. Clarkston was asked to assess the company’s processes related to the lifecycle management of marketing content and set their marketing content management strategy. Prior to investing in process improvement efforts, this manufacturer sought to better understand the challenges of its current state processes; gain best practices perspective; and explore potential solutions.

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Clarkston was engaged to assist this home improvement supply company to set their marketing content management strategy and make it more functional for the business. The primary objectives and goals for this project that Clarkston and the client determined included diagnosing the content request-to-maintenance process including the creation, ownership, approval, and management of assets in their content management strategy. Additionally the team had the goal to understand the current state of processes and ownership of the content management strategy, and lead the team through the discovery and diagnosis to clearly determine and articulate the current problem state.

The overall resolution for the client and Clarkston on this project was a process assessment was conducted to understand operational challenges across various stakeholders within the marketing, sales, and customer service department teams. The team analyzed findings to define the root cause of operational issues and business impacts if these issues were left unresolved and addressed. The team also benchmarked current content lifecycle practices versus industry leading content management strategy practices to identify gaps in the overall strategy, processes, organizational alignment, and technologies.

Overall Clarkston partnered with the client to create cross-functional alignment and role clarity throughout the lifecycle of the content management strategy with the establishment of content governance. They streamlined activities and permitted more customer focus through integrated content planning. Lastly, they enabled content as a driver for more consistent and relevant brand and customer experiences across both physical and digital platforms.

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Contributions by Shatakshi Shekhar.

Tags: Digital, Sales and Marketing Technology
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