This diagram demonstrates how an integrated approach to strategy, creative and content development can be applied to the purchase cycle.
This type of disciplined approach offers compelling advantages.
• Continuity of objectives and strategies.
• Better asset planning and utilization.
• Improved consistency of brand image.
• Smoother transitions as the sale moves from marketing to sales to the field.
• More efficient use of internal management resources.
The best way to assess the potential of an integrated approach is to audit the current process, paying special attention to the time spent coordinating between departments and with multiple content suppliers.
