In order to increase delivery and focus, organisations often structure their marketing teams into segments.
The type of segmentation varies from the typical market segmentation where there are dedicated marketing teams to address certain market segments, to a regional segmentation, product segmentation or even a marketing mix based segmentation.
"Although segmenting a marketing team does ensure delivery and performance measurement, it also results in a lot of duplication of effort, resulting in increased costs and requires more resources," says Deborah Wynne, MD of RockPull Sales and Solutions.
Wynne's company has developed an online marketing solution, MPULL, which is said to increase collaboration.
"With MPULL, the marketing team manage all their activities, whether it be a campaign, brand development, collateral design, corporate gifting or even business intelligence. Within the application, with everything in a central place, a marketing executive can at the click of a button see a consolidated marketing calendar and track ROI."
A marketer has the ability to see what their colleagues are working on, contribute to the activity, and track progress. The user can also check the organisations history to see if similar campaigns have previously been run, and what the outcomes of that campaign were.
In addition, some functions, such as marketing merchandise or corporate gifting and business intelligence, can be shared across the segmented marketing team, increasing collaboration dramatically.
"Gone are the days for a marketing executive when they find the duplicate adverts in the same publication for their organisation, or when a campaign is delivered late resulting in a missed opportunity because someone was off ill and no one else knew the next step for the job," says Wynne.
The application is built on social media principles, so the interface is very intuitive and it works on tablets such as the iPad.
"MPULL is on demand subscription based, setup is immediate, and you only pay for what you use, so there is no need to involve IT departments," she concludes.