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The media and marketing landscape has transformed dramatically in the past decade. Yet, most marketing departments look and operate largely the same way today as they did 10 years ago. Outdated legacy structures are limiting our potential as modern-day marketers. Whether you work for a Fortune 500 firm, a growing start-up, a non-profit organization or an agency trying to evolve its business model, this is a challenge that we are all facing in some way or another.
At our March monthly event on March 16, we learned how one of the country’s largest B2B companies is adapting and becoming a modern marketing organization. Tami Reller, Chief Marketing Officer of Optum (Division of UnitedHealth Group), discussed how her team has taken Optum’s marketing to the next level, from the planning stages to implementation.
Below are some of the biggest actionable takeaways from Tami’s presentation.
Modernizing marketing is a monumental task for any organization, but you cannot reach a moving target unless you first define what modern marketing means to your organization. Tami outlined Optum’s vision for modern marketing by looking at the following 5 principles:
Defining what modern marketing means for your organization is just one step in the process. Below are additional steps and considerations to begin the journey to modern marketing:
Tami also shared some of the guiding principles that helped Optum move their marketing forward.
One of the biggest takeaways from Tami’s presentation was to have a marketing plan and communicate it effectively and often. First it is important to have a marketing plan in writing that shares the context, priorities, strategies, and scorecard for marketing activities. For Optum, this was a 15 page Word document that was deployed within the marketing department to provide transparency.
At Optum, this transparency and communication did not stop at the initial deployment of the marketing plan. Rather, Optum developed an internal cadence for communicating within marketing to ensure the consistent implementation of the marketing plan. Some of Tami’s recommendations for internal communication included:
With all of the guiding principles in mind, it is important to identify marketing priorities. For Optum, these priorities were to:
To see more insights from this presentation, run through #MIMAEvent on Twitter or check out the slides available to MIMA members here (note: you must log in to access): https://mima.org/general/custom.asp?page=modmarkslides.
Stay tuned for information on our upcoming months events. And remember, MIMA members always get into our events for free. Become a MIMA Member to get updated on more MIMA Events in the future.