Resource Optimisation

Optimising your marketing resources is about having the right structure, an appropriate agency roster, an efficient and effective engagement process and ensuring your team has the right skills to meet challenges. With over 25 years’ experience The Observatory International’s consultants are able to provide valuable insight, direction and practical advice on getting more from your marketing resources.

Marketing Team Structures

The digital landscape is reshaping marketing activity and with it marketing team structures. Our client casebook provide insights into how marketing teams across the world are restructuring to handle evolving business objectives and the capabilities and skills required to support this activity.

Key considerations are:

• What are your business and digital communications objectives?
• What is the level of digital maturity within your organisation?
• The appropriate mix of digital and conventional communications channels
• Your approach to centralisation vs dispersal of digital expertise
• The role of the CTO and CFO alongside the CMO

Click here to let us know about your marketing resource issues or contact us on +33 (0)1 84 78 10 30

Client-Agency Relationship Alignment

We often hear “the relationship with the agency is broken, we need to go out to pitch”. But the reality is that the objectives and understanding of client and agency are just misaligned. The Observatory International has several proprietary agency evaluation tools to unearth the problems and then, through coaching and communications, put the relationship back on track.

Our Alignment Comparator Tool™ is used extensively in such circumstances – it quickly highlights any disconnect between your priorities and objectives, and what your agency team think they are. Click here to find out more information

Agency Rosters

What is the appropriate agency roster for your business? And how many agencies do you need? Too many or too few can cost your business time and money. We help marketers determine the appropriate structure, quantity of resources and best process to achieve optimal productivity from each agency partner.

Training

Day-in, day-out we are consulting, researching and commenting on marketing agency resources. So our training programmes are filled with the most up to date insights and advice.

We are adept at developing customised training programmes which can be delivered at your workplace and tailored to your specific needs. Alternatively we provide training programmes at multi-client forums – such as the work we have been doing with ISBA for their members in the UK since 2008.

Marketing Technology Consultancy

We offer Marketing Technology consultancy to support the selection of technology and tools to underpin the optimisation of people and process.

• Marketing Automation platforms for CRM
• Data Management Platforms
• Programmatic Marketing for automated media buying
• Asset, Workflow & Project Management for collaboration, budget and campaign management, development, production and tracking

Our holistic approach to defining the ideal client and agency ‘ecosystem’, organisational structures and processes means we’re well placed to advise on Marketing Technology requirements.

Qual and Quant techniques assess the effectiveness of your go-to-market strategies, and identify marketing technology needs for increased efficiency. We provide support in sourcing, project management, co-development of specifications, and solution set-up.

Click here to find out more information

Presentations and Conferences

The Observatory International consultants are available as speakers and informed panel participant at conferences and events – both public and internal company meetings. Contact us on +33 (0)1 84 78 10 30