Guest Expert: Grant Grigorian, CEO and Co-founder of Path to Scale
- Marketing metrics are strongly similar to metrics used for quantifying the efficiency and efficacy of an assembly line.
- Learn about the analogy of efficiency and quantity for an assembly line as it applies to modern marketing processes for manufacturing marketing function.
- Quality versus quantity balance and constraints.
- Real life examples of how a marketing team has implemented the factory assembly line framework.
- Challenge question – Grant outlines how to get started tracking ROI – 3 things to get started with tracking ROI with Marketo and salesforce.com.
- Just like manufacturing spends time, money and resources on research and development, marketing should set aside time, money and resources to experiment, create and innovate as a separate function to the standard marketing production line. Don’t mix the marketing R&D with the regular production line. Develop a marketing ‘Skunk Works’ for your team.
Answers and discussion addressing these questions:
- Grant, marketing is seldom integrated into the fabric of a manufacturing company, but you have a really interesting perspective on the parallels between a modern marketing function and the factory assembly line. Could you summarize your view on this interesting parallel?
- Specifically, what is the “product” of the marketing assembly line?
- The goal of an assembly line is achieving a highly efficient production process overlapped with high quality. Is it possible for the marketing process to become more efficient with higher quality using the assembly line framework?
- Are you seeing this type of marketing function being used already? Could you give a couple of real life examples?
- Why should manufacturing marketing leaders consider this type of approach if their existing marketing processes, teams and tools have been working well so far?