Interdepartmental Mud Eliminator

Yesterday I was in a meeting talking about post-click marketing and advanced landing pages with a group of people including OneAccord partner Paul Travis when he uttered a most memorable phrase: “interdepartmental mud eliminator”.

Paul went on to explain that he was referring post-click marketing’s ability to bridge the gap between the c-level, the marketing department, and IT. This struck a cord with me — especially as I am in the midst of working through ROI modeling on this stuff and have independently reached the conclusion that the ROI sweet spot is across the entire organization — not simply relegated to marketing.

Paul’s example organization happened to have marketing & execs on one floor with IT physically on another. The idea that little moved between the floors is one that I’m sure a lot of you can identify with. What’s important to note here is that the mud between departments is costing a lot of money for the entire organization. This is a c-level problem — and opportunity.

No single department can accurately scope the opportunity cost of not engaging in compelling post-click marketing. If by post-clicking you can realize a 5-30x competitive advantage from the same media spend as a competitor that’s not post-clicking, that’s a c-level issue. Eliminate the mud. Thanks Paul.