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Introduction

If you’re a marketing leader and we’re the betting kind, our guess is you’ve likely been under (enormous?) pressure to do more with less: hit higher targets with reduced budget, produce greater output with less resourcing, adapt to changing priorities with less runway time.   

In the race to stay ahead, leaders often gravitate toward the latest and greatest technology. But as McKinsey reports, new technological strategies are most often announced without the right capabilities for effective integration. Maintaining a competitive edge, they say, requires what they term “institutional capabilities”—an integrated set of people, processes, and technology that collectively enable a company to consistently outperform competitors. 

So, it’s time to reinvent your approach to marketing. Let’s do it together.  

True, effective, highly personalized integrated marketing is just as much about empowering your people and integrating your processes as it is about using the best technology.

Here, we’ll show you exactly how to run marketing in a bigger, badder, deeply integrated way with guidance you can bring home. The next time someone asks “hey, do you do integrated marketing?” you can say, “Absolutely, it’s all we do.”  

You won’t be lying, and the proof will be in the numbers.  

How an integrated approach breaks down silos

Integrated marketing breaks down silos with a series of strategic actions that all work to foster a culture of collaboration and alignment.

The result? A unified front that improves communication, streamlines decision-making, delivers consistent results, and enhances creativity. 

As the adage goes, "garbage in, garbage out."  Investing in your marketer experience is a direct investment toward their output: your customer experience. 

Marketers who are well-supported with great tools, efficient processes, and a supportive environment with collaboration at its core are marketers who perform with greater efficiency, precision, and creative freedom. 

Chief marketing officer
Team, culture, and execution 

Shafqat Islam, CMO, Optimizely sits down with Ellie Dunbar, Sr. Content Marketing Manager, to explain why team, culture, and execution are markings of a high-functioning marketing team (May 2024)

Defining your team mission and vision  

Defining and communicating your vision creates a common understanding of your purpose and expectations, and ensure that everyone is aligned and committed to the same goals. 

Defining your team values 

Shared values are the bedrock of your culture as a marketing team. They shape behavior, influence decisions, and foster unity.

You’ll notice that ‘no marketing of marketing’ is one of our core values as a team, meaning our principle is not to boast externally about our accomplishments.  

By doing the right things and delivering real results, our hard work will speak for itself.

 

How to structure your marketing team 

Inspired by General Stanley McChrystal’s Team of Teams, Optimizely’s marketing operates in a network model that enhances adaptability, self-organization, and cooperation, characterized by: 

  • Shared consciousness: Radical visibility, transparency, and information sharing. 
  • Empowered decision making: Letting people who are closest to the action make key decisions.  
  • Agility: Enabled by the above elements, facilitating unmatched speed and adaptability. 

Chief marketing officer
General Stanley McChrystal's Team of Teams 

Shafqat Islam, CMO, Optimizely sits down with Ellie Dunbar, Sr. Content Marketing Manager, to explain the benefits of working in a team-of-teams style marketing org (May 2024)

  1. You are first and foremost custodians of your business. Everything you do should stem from your brand.  
  2. Take your company's wider end-goal objectives and break them down into big bets—stretegic plays that move your organization toward a goal in pursuit of revenue and profit growth.
  3. Your integrated campaigns will live under your big bets. These campaigns should include the topics you want to own, grow, and build authority on—topics that all channel owners across the globe can focus their work around.
  4. And then every. single. aspect of your marketing—every channel, tactic, activity, every piece of content—should ultimately ladder up to a defined integrated campaign.  

The supporting resources you need to bring your integrated campaigns to life become much clearer, and you're able to connect everything directly back to your company goals by using this structure as a lighthouse. 

digital marketing director 
Integrated campaign structure 

Julia Maguire, Digital Marketing Director, sits down with Michiel Dorjee, Digital Marketing Director, to explain how Optimizely runs integrated marketing (May 2024) 

Choosing your message: A case for creativity and testing

Allowing your teams to take calculated risks and experiment with new ideas encourages creative problem-solving and can lead to unexpected breakthroughs that significantly advance your organization's goals. 

We’ve been working to reignite the creativity in our marketing campaigns for a few reasons:

  • We want to be a brand that people think about on the weekend 
  • Award-winning creative campaigns generate 11x more ROI than non-awarded campaigns
  • It’s just... so much more fun for marketers to work on  

Here are some of the boldest creative marketing risks we’ve taken lately: 

And here’s why we’re able to do it.  

  • Maintained persona placemats and messaging briefs for each of our products align everyone on who our audience is and what we want to say to them.
  • We always know our campaign objectives, the action(s) we want our audience to take, the channels we want to go after, and the budget we have to execute.  
  • Most of our meetings don’t exist anymore, so the ones we do have are saved for collaborative brainstorming and creative endeavors.  
  • We have access to reliable data and testing tools to make decisions about what does and doesn’t work. 

As storytelling expert Jonah Sachs says, “Good marketers see consumers as complete human beings with all the dimensions real people have.”

A fresh, creative approach is how you’ll connect with real humans, win the eyes of your audience, and get back to driving real ROI. 

digital marketing director 
Guardrails for integrated creativity

Julia Maguire, Digital Marketing Director, sits down with Michiel Dorjee, Digital Marketing Director, to explain the balance between breaking down silos and encouraging creativity (May 2024) 

AI as an integrated marketing sidekick  

Integrating AI directly into your workflows streamlines efficiency and enhances the quality of work produced—all within the familiar environment where your team already operates.

product and engineering 
The benefits of AI for marketers 

Lauren Hammarstedt, Sr. Director of Product Management, sits down with Zahid, Sr. Manager of Software Engineering, to discuss the different ways AI is helping marketing teams (May 2024)

Source: Optimizely Content Marketing Platform visual campaign calendar

Source: Optimizely Content Marketing Platform workflows 

Clear reporting and measurement 

Clear, reliable, and digestible reporting is what helps your team make informed decisions, evaluate and refine their strategies, and ultimately drive growth by focusing on metrics that matter most to the business.

Source: Optimizely Content Marketing Platform content analytics and operational efficiency metrics

Your teams should be able to easily access information to analyze which assets are driving the most traffic or desired behaviors, understand how audiences are engaging with their activities, and quantify the impact on lead generation and revenue. 

Keep learning  

By implementing the strategies outlined above, you're well on your way to leading an efficient, effective, and truly integrated marketing team capable of achieving remarkable results.  

Ready to deepen your knowledge and refine your approach? Consider exploring these resources: