A system of record that spans across your organization is the best way to coordinate your modern marketing efforts.
At Adobe, we believe an authoritative source of truth — a “system of record” — can be used to underpin and optimize modern marketing. A system of record can help with your overall daily operations and the sharing of data and promotional assets between teams. Similar to the customer, employee, system, and financial records used in other platforms, a marketing system of record like Adobe Workfront unlocks organizational productivity for creative and marketing teams.
Although Workfront has helped thousands of customers set up their own systems of record, the concept is still new to many marketers. To help you understand the platform better and where it’s going, here are three key ingredients for a successful marketing system of record.
A clear goal and purpose
A marketing system of record serves as the single source of truth to run and inform your marketing organization — it’s both operational and informational in its daily approach. But as with any system of record, information alone is not the end purpose. The goal is to enhance the experience of the people using and benefiting from this information. In this case, that’s everyone who works in marketing and anyone who receives the final message.