The essence of Nashville, and marketing optimization as a culture of openness

Milt Capps of has linked again today to the interview of me he ran a month ago. And that’s super-cool, but check out the blurb (click the image to enlarge):


I’m all for being called wise. But then I have to admit that I don’t know what “tyro’s” are.

Nonetheless, what Milt is referring to is what I often describe as the essence of Nashville. I know it’s off-topic from marketing optimization, but, well, maybe it isn’t so off-topic. Whether you’re in Nashville or not, if you check out the article, you’ll see that what we’re talking about is collaboration. And when you think about marketing optimization, perhaps collaboration isn’t the first concept that springs to mind, but perhaps it should be.

Because one of the key ways we’ve seen marketing optimization programs fail – or at least, fail to take hold – is from a lack of collaboration between internal resources. And that generally comes down to a culture that hasn’t been set up to reinforce trust and interdependency. When teams are more competitive with each other than collaborative, it’s very hard for one person to ask another for, say, the design support they need to develop creative assets for new landing pages, or for someone to ask for help with implementing a testing platform. And it’s a rare situation when this kind of cooperation isn’t needed.

So marketing optimization programs sputter and stall, and that’s a real problem, because there’s real money on the line. Most companies have enough wasted money hiding in their marketing channels to pay for a massive boost in profitable customer acquisition, and what company doesn’t need a little help with that in this economic climate?

In other words, it pays to cultivate a culture of openness. We’ll be writing more about this in the coming months, so if this is an area where your organization struggles, stay tuned for insights about how we’ve seen this play out, and how companies can start to build trust in the place of animosity and competition. It makes for a better work environment, of course, but it also pays for itself as programs like marketing optimization start to become feasible and achievable.

In the meantime, enjoy Milt’s article, and let us know if you want to come visit Nashville and see this great culture for yourself. It’s a pretty amazing place to do business.

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