Over the last 90 days, I’ve heard “standardization” at least 50 times in sessions with CMOs and marketing leaders as we discuss 2015 planning and budgeting. Standardization – how boring! This is marketing; aren’t we supposed to be creative? And charged with differentiating our brand, products and services?
Yes, we are. However, standardizing data, systems, processes, measurements and expectations frees up the time and resources needed for more creative initiatives. Think of it this way: How much time would you waste if you haphazardly switched between measuring your house in feet, yards and meters in your effort to determine how many gallons of paint you needed? A lot. Because you didn’t select a standard type of measurement or process for measuring. If you had, you probably could’ve automated calculations by inputting a standard data type into a paint volume calculator.