Compliance is a growing concern for marketers but risks can be minimised with good marketing operations, according to Jon Williams, senior vice president international, Aprimo.

“Most marketers work under some form of compliance, and really what we try and do with good marketing operations is to make that as easy and as simple and straightforward as possible,” he told Which-50 in an interview.

Once only a major concern for certain industries like finance and pharmaceutics, the compliance issue is now on most marketing leaders’ horizons, Williams said. Marketing operations can help both marketers and regulators with improved transparency, according to Williams.

“You’re looking to make the marketer’s job easier in that respect so that compliance isn’t something that they’re concerned about, that takes up headspace and they have to think about, but it’s just something that’s a natural part of what they do as efficiently and easily as possible,” Williams explained.

A good marketing operations platform gives regulators improved transparency, which is important when marketers are pushing the boundary, Williams said.

“It gives the regulators confidence to say, yeah this is new ground and it’s acceptable ground. And it’s new value for that business as well.”

About the author

Sean Campbell is a solutions consultant for Aprimo. He has worked with leading brands in the US, Europe, and APAC, helping them to transform their marketing operations. Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit, of which Aprimo is a Corporate Member. Our members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply.


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