SOURCE: Responsys

April 22, 2008 13:40 ET

Responsys and NxtERA Marketing Unveil New Maturity Model for Achieving Marketing Relevance

New Study Helps Marketers Move Beyond Their Status Quo and Develop a Realistic Plan to Improve Marketing Performance

SAN BRUNO, CA--(Marketwire - April 22, 2008) - As response to broadcast marketing continues to decline and growth of online subscriber lists remains challenging, a new report from Responsys and NxtERA Marketing released today finds that marketers must increase the relevance of their multichannel communications or risk falling short of revenue expectations from the C-suite.

Authored by noted marketing authority Elana Anderson with Responsys CMO Scott Olrich, "Marketing Beyond the Status Quo" integrates new research and in-depth market analysis to illuminate the obstacles that keep marketing organizations from delivering truly relevant marketing. The report unveils the Marketing Status Quo (MSQ) Model -- backed by a diagnostic self-test and step-by-step program guide -- to help marketers determine their relevance maturity and develop a realistic action plan to become more customer-focused marketers.

"The data shows -- and marketers generally agree -- that brands have reached a point where they must invest more time and money in improving the relevance of their communications," said Anderson. "Marketers can no longer afford to let complaints about insufficient time, data and expertise get in the way of a customized, integrated marketing program. The MSQ Model is designed as a very straightforward tool that helps marketers break out of their status quo and develop a realistic action plan for successfully improving response, increasing revenue and delighting the CEO."

The MSQ Model

The revolutionary four-point MSQ Model assesses the fundamental competencies required for marketing relevance: strategic (How customer-focused are your marketing efforts?), analytical (How strategic and actionable is your customer insight?), technical (How well-suited is your infrastructure to support customer-focused marketing?) and process (How collaborative, efficient and error-free are your marketing operations?). Each competency is equally weighted and combined to yield an overall Relevance Maturity Score, which defines a MSQ Level ranging from 1 (broadcast) to 5 (integrated). Marketers can leverage the model in conjunction with the MSQ Self-Test to assess their status quo today, as well as identify the steps they must take in order to successfully move to the next level.

"Achieving a vision of marketing relevance that leverages customer insight, is responsive to customer behaviors in a timely manner, and seamlessly coordinates customer messages across channels is a daunting task for even the most sophisticated marketers," said Olrich. "Becoming a great marketing organization overnight is, of course, impossible, but the insights and strategies laid out in this study, including the MSQ Model, are must-reads for every marketer looking to systematically take their program to the next level."

Other key findings and strategies from the new "Marketing Beyond the Status Quo" study include:

The Relevance Imperative

"Marketing Beyond the Status Quo" confirms that response to one-size-fits-all messaging is declining steadily. Marketers must commit to relevance now -- or risk losing market share. The report found that one retailer increased revenues by 500% simply by dividing its email list into four segments and customizing the message to each group. Results like this are not limited to a few recycled case studies. A comparison of aggregate response data from companies leveraging broadcast tactics versus those using a highly targeted approach showed that the latter delivered significant improvement in open rates, click-through rates and clicks per open.

Overcoming the Hurdles to Relevancy

Marketers who want to increase marketing relevance must think outside-in -- from the perspective of the customer. The first step to relevancy requires marketers to clearly define relevancy to include timely response to customer actions, cross-channel integration and a programmatic approach. Marketers must then develop a realistic action plan based on their current competencies as assessed by the MSQ Model and measure and test every step of their program improvements.

Technology as Enabler

Without the right technologies, relevant marketing is impossible. Technologies that increase marketing relevance should be made for marketers, and include functionality for automation, collaboration and integration -- with little or no IT expertise needed. The report identifies the emerging software-as-service option as a boon for marketers looking to lower up-front investment costs, to reduce IT involvement and to decrease time to market.

To receive a full copy of the "Marketing Beyond the Status Quo" report, visit

About Responsys

Responsys is a leading global provider of on-demand marketing solutions that empower businesses to market more effectively through email, direct mail, and mobile channels. Since 1998, Responsys' hosted solutions have served as proven alternatives to expensive, on-premise marketing software, helping companies across industries improve the efficiency, effectiveness, and profitability of global marketing operations. Responsys leverages proven methodologies, current best practices, and open technology to offer marketer-centric products and services designed to drive the fastest return on investment (ROI) in the marketing industry. Headquartered in San Bruno, California, Responsys is trusted by leading brands such as 24 Hour Fitness, Apple, Avis Europe, Continental Airlines, Deutsche Lufthansa, Intrawest, KeyBank, Lands' End, LEGO, Liz Claiborne, PETCO, and Responsys is recognized as a market category leader by Forrester Research and JupiterResearch in their most recent evaluations. For more information, visit

About NxtERA Marketing

NxtERA Marketing offers advisory and consulting services to marketing organizations and providers of marketing services and technology. Founded in 2007, the company helps its marketing clients by working collaboratively to develop relationship marketing strategies, build data-driven marketing capabilities, define marketing technology strategy, and select marketing technologies. The company also works with marketing service and technology providers to develop business and product strategy, assess the competitive landscape, train sales staff, and write case study driven white papers. For more information, visit

Responsys®, Responsys Interact®, Individualized Lifecycle Marketing™ and Engage at Every Stage™ are trademarks of Responsys Inc. All other trademarks and registered trademarks are the properties of their respective owners.

Contact Information

  • Contact:
    Kimberly Canedo
    Responsys, Inc.
    (650) 745-1720
    Email Contact