How effective is your marketing process?


The Marketing Collaboration Index

To better visualize and measure marketing collaboration effectiveness, Opal created the Marketing Collaboration Index to set the standard benchmark for modern marketing teams.

How do you score across the key drivers of collaborative marketing? The Marketing Collaboration Assessment measures how you work individually and across teams towards your overall marketing effectiveness. Marketing grows more complex everyday and the difficulties multiply when your own marketing house isn’t in order. How are marketers expected to increase productivity while traversing an increasingly complex landscape? Discover insights, analysis and the proven practices used by high-performing brand and marketing teams.

What We're Seeing:

89 %

of marketers report last-minute campaigns

80 %

of marketers suffer from strategic misalignment

71 %

of marketers indicate having poor to no content reviews

How do you stack up?

Marketers, brand teams and agencies can improve by emphasizing a mindset - what we do today will not work tomorrow. This means getting smarter by adopting new behaviors, continuously improving best practices, and leveraging peer knowledge across industries. Assess your current levels of marketing collaboration. Learn your strengths and areas of focus.


Seeing is Believing

Increased visibility can help break the silos, whether organizational or virtual. Aggregate views into the marketing process increases effectiveness.

Why It Matters

Increased marketing complexity requires new levels of access. The entire marketing process benefits from increased visibility.

Symptoms of Poor Visibility:

  • No orchestration between channels
  • Missed deadlines or late launches
  • Disconnects between functional teams
  • Assets that go unused
  • Thrash


Aligned to Achieve

Aligned marketing functions increase the likelihood of executing on original strategy. Understood goals and objectives.

Why It Matters

The omni-channel user journey requires consistent storytelling, orchestrated across touch-points.

Symptoms of Poor Alignment:

  • Inconsistent user journeys
  • Disconnected brand stories
  • No orchestration between channels
  • Single-point or one-off experiences
  • Unused assets


Modern Marketing Practices

Marketers are evolving the way they work, together. Through new behaviors, practices and mindsets increased efficiencies lead to more effective marketing.

Why It Matters

What worked yesterday may not work tomorrow. Marketing processes need continuous refinement and evolution to succeed in a complex market.

Symptoms of an Inefficient Process:

  • Slow or no response to the market
  • Missed opportunities
  • Thrash and burnout
  • Lost hours