04 March 2013

Tactical vs. Strategic Approach



Why do some organizations do better than others? Why does it sometimes feel like the competition is faster to market and always have more satisfied customers? You have probably heard a lot of explanations for this.


Although we now live in a reality with a constant flow of information we search and scan information in a variety of places, especially as customers. To make the right decisions and feel confident about the information we base our decisions on, we have a need to decide when and how we consume information both in our professional life and as customers making a purchase decision on a product.

All information within an organization can roughly be divided into two types. Information that is stored in a system, typically in an ERP system or other business-critical systems. This is often called managed information or static information. All other information that flows within an organization is then unmanaged or dynamic; there may be documents, but it can also be business-critical information found only in the head of employees or informal knowledge that is shared over a cup of coffee in the lunch room. Before this information is conceptually structured, it is impossible to share this information with customers or employees, let alone see the need to share it with each other or with your customers.

When management does not address this, organizations will create or find their own tactical solutions to solve this challenge. This leads to business-critical information being dispersed not only within the company but also outside the company, with the ambition of trying to share information. This will rack up high costs in buying a lot of tactical marketing solutions, but none of the efforts will solve the underlying strategical problem of managing the marketing information, in the worst-case-scenario this even makes it harder to communicate with your customers.

If an organization strives to be a bit sharper than the competition, addressing this from a strategic point of view is essential. The inRiver Response to this is to have a Cross-Channel Commerce strategy (eCommerce, apps, catalogues or campaign sites) for sending information to and communicate with your customers. You can also have an active approach when deciding on new systems, ensuring that they fit into the information Marketing Model defined in inRiver.


Make it a priority to have your Product information available to the right people at the right place, but still only updated in one place. Well-informed staff is perceived as more service-oriented and well-informed customers are quicker at making a decision to purchase.


-- Jimmy Ekbäck, CTO --