What is Marketing Digital Benchmarking?


Digitalization and COVID have changed the role of marketing permanently. As we move forward, a digital image and platforms that deliver a great customer experience is no longer a differentiator. Companies are now transforming the inherent product and service value proposition to make it relevant for customers with new needs, preferences, and choices in the digital era.

The role of marketing is three-fold in this new phase. The first is to research, reimagine, and transform product-service portfolios in collaboration with R&D and sales. The second is to continue its own development and digital capabilities and integrate with sales for business acquisition. And finally, to become the ambassador for this renewed customer value proposition and articulate the importance of a ‘connected and continuous’ customer experience throughout the enterprise value chain.

Digital Enterprise Evolution Model™ - Marketing

Marketing Evolution Curve

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Digital Benchmarking of marketing is a survey driven process through which we help marketing leaders measure their competitive positioning on the marketing digital continuum by comparing their capabilities quantitatively against peers within the industry and digital champions worldwide.

Benchmarking the digital maturity of marketing reveals insights that help in strategic prioritization and allocation of resources in a time of rapid change and challenging constraints.

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Business Capabilities


Market Intelligence

Market Intelligence

Product Management

Product Management

Product Service Pricing

Product/Service Pricing

Marcom Brand Advertising

Marcom Brand Advertising/Media and Public Relations (PR)

Digital Marketing

Digital Marketing

Partner Engagement

Partner Engagement

Customer Experience

Customer Experience

Marketing IT Capabilities


Digital Marketing

Digital Marketing

Marketing Analytics

Marketing Analytics

Programmatic Advertising Tools

Programmatic Advertising Tools

Cloud Adoption

Cloud Adoption

Our Marketing Digital Benchmarking Data & Research Capabilities


Our benchmarking services are powered by one of the world’s largest databases with over 1.5 million datapoints collected from 5,000+ companies. The Trasers marketing database has data spanning digital transformation definitions, status, visions, strategies, technology investments, SW platforms, leadership, and organizational change. Within marketing our data spans the following.

Our Marketing Digital Transformation Data

Digital Transformation Data

Source: Trasers

In addition to this large and growing database, Trasers has access to leaders across thousands of companies from various industries, size segments and geographies worldwide. We use data for custom marketing research that addresses company and industry-specific questions.

Know the Digital Competitiveness of Marketing Within Weeks


Our benchmarking process is a combination of digitally collected data and interviews with marketing leaders in your organization and IT department supporting marketing. Also, we partner with you to identify global peers and best-in-class against whom you would like to benchmark.

We enter your data in the Trasers repository and analyze it against peer companies and leaders across industries. From data collection to conducting personalized workshops, our end-to-end process takes 6-10 weeks, depending on your organization’s size and complexity.

Benchmarking Engagement Approach & General Timelines

Know your digital maturity within weeks

Source: Trasers

Benchmarking provides you insights on your maturity on a standalone basis and competitive gaps at a sub-function and at an overall level in the following areas:

Process digitalization

Marketing Process Digitalization

Data & analytics

Marketing Data and Analytics

Applications portfolio

Marketing Applications Portfolio

Cloud Adoption

Marketing Cloud Adoption

Advanced technologies

Advanced Technologies and Marketing Use Cases - AI, ML, Automation, VR, IoT, Robotics, etc.

Training and Change Management

Training and Change Management

Organizational Models

Organizational Models

Prioritize Your Marketing Transformations Confidently with Digital Benchmarking Insights


Let’s face it - the reality of digitalization has dawned on all of us. However, given COVID-19 and the recessionary environment, marketing budgets are limited, teams are stretched, and it is critical to get things right the first time. When you don’t succeed in the new, shrinking windows of opportunity, it impacts the entire company’s ability to survive.

The most successful marketing leaders are data-driven; almost all of them use insights from data to prioritize their digital transformations. Marketing benchmarking helps you gain much-needed clarity on the gap between you and your competition, develop your vision and strategic priorities to catch up, or leap ahead.

Our teams then help marketing leaders through tailored workshops and rapid, iterative sessions to prioritize transformation blueprints, roadmaps, business cases, and ROI analyses to transition quickly into action.

 

Use of Data and Analytics by Digital Champions

Source: Trasers

Experience the Trianz Difference

Trianz enables digital transformations through effective strategies and excellence in execution. Collaborating with business and technology leaders, we help formulate and execute operational strategies to achieve intended business outcomes by bringing the best of consulting, technology experiences and execution models.

Powered by knowledge, research, and perspectives, we enable clients to transform their business ecosystems and achieve superior performance by leveraging infrastructure, cloud, analytics, digital, and security paradigms.

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State of Digital Transformation
Worldwide 2020 Report

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