Hannah took to the Pi stage to tell us three key steps for creating single, unified strategy for businesses of scale:
But we also need to be keeping up with each other…
A common problem within big businesses is that there’s too many stakeholders, but no one owns a problem.
Institutionalised individuals are afraid of change – companies can become complacent and strategies can take a long time to be implemented.
Zurich had multiple different businesses, with multiple goals and tools, and numerous business owners who don’t talk to one another.
Mapping helps Zurich to ask – what can we improve, how, when and who will improve it?
…out your landscape from a customer and business perspective, taking into consideration omnichannel activity and the customer journey.
Working in silo’s means 50% of our output is wasted.
⅓ of marketers still manage marketing in silos and strategies are fractured. Customers fall off the path to conversion as a result.
How to map:
Hannah Gordon Smith's Brighton SEO takeaways:
- Map a holistic landscape
- Find your key opportunities
- Make friends with your stakeholders Hannah Gordon Smith Search Marketing and Analytics Lead, Zurich