Scaling up from a small or medium business to a larger enterprise is an exciting time. Everyone is focused on growth and the future is bright. But it can be all too easy to fall into the “small to medium business mentality” when scaling your marketing operations for enterprise-level promotions.
What do we mean by that?
Thinking Outside the Box
It means that even in a profitable enterprise, businesses can still be hemmed in by their own perceived limitations. You likely already have an entire marketing department, product development department, customer service and more that you can draw from in order to discover new angles or ideas.
And therein lies the problem.
It’s not your team, per se. But it’s the all-too-common trap of getting stuck in a rut because “that’s how it’s always been done”. It can be hard to think outside the box when the box is comfortable, dependable and reliable.
Steering the Content Conversation
One of the biggest issues that enterprise businesses struggle with in regard to their marketing is with content. You may have plenty of content, but on closer inspection, it can be outdated or simply scattered among different groups.
Maybe the product development team has tons of content that would be incredibly useful for sales enablement, but customer service doesn’t even know it exists. Conversely, customer service may have a great number of suggestions, feedback and ideas from customers that product development seldom hears about.
This unnecessarily gums up the production of everything from sales enablement materials to message alignment to branding.
That said, there are a wide range of tools and strategies that enterprises can leverage that allow them to still keep that “small biz” persona while experiencing greater growth and adaptation in the face of larger business obstacles.
Another common area where enterprises struggle is in allocating resources strategically. This can be everything from talent to transactions and everything in between. Your business has evolved and so too should your MarTech stack.
At Workdom, we work with a wide range of enterprise-grade tools that can help large businesses handling large volumes handle customer and product information securely and succinctly while increasing productivity across the board.
A Path Forward
Simply knowing the problems isn’t enough to solve them, unfortunately. You’ll need to take stock of what resources you have and how your business is currently operating. You’ll also need to take a detailed, in-depth look at the customer (or customers) you serve, as this may change with your company’s meteoric growth.
Fortunately, you’re not alone. Workdom can help you advance your MarTech stack, inventory your current content and develop future initiatives all while staying on-brand and aligning with the message you want to convey.
One of the biggest priorities to change as you adapt to marketing at an enterprise level is the quality of your leads. Rather than invest in all-new everything, prioritize lead scoring and leverage tools like AI to help you identify those leads best served by what you have to offer. This will provide you with the best return on investment as you settle into your new role with an eye toward future scalability.
We can help you also cultivate your inbound marketing strategy, further optimize your website and content, zero in on your paid and organic marketing and much more. To learn more about how Workdom can help you tackle that ever-growing list of marketing and scaling to-dos, contact us today!