Q&A: The power of marketing orchestration in a global growth strategy

In this Q&A, we look at:

• Why marketing orchestration is a must for modern businesses.

• Valtech’s own marketing orchestration journey.

• What we learned about marketing leadership during an acquisition.

We will also highlight the five key factors to consider when selecting a marketing orchestration platform, and how we successfully leveraged Optimizely’s Content Marketing Platform (CMP) to transform our marketing efforts.

Whether you’re navigating a merger or scaling a global brand, this is your guide to orchestrating marketing that’s consistent, confident and built for growth.

Jump to a key section:

• What is marketing orchestration, and how does it help businesses navigating transformation?

• 5 key factors to consider when choosing a marketing orchestration platform

• Valtech and Optimizely Content Marketing Platform (CMP)

Suddenly, there are two heads of digital. Overlapping campaigns. Conflicting metrics. Without clarity, chaos wins

The need for marketing orchestration

For marketing leaders, constant transformation is the norm. In a recent Gartner survey of nearly 400 CMOs, respondents said almost 40% of their total marketing budgets go to change and transformation initiatives — a clear signal of just how much organizations are evolving in real time.

Events are a microcosm of that complexity. According to Forrester, overall event satisfaction has dropped by 8% year-over-year, as teams struggled to meet new attendee expectations for personalized, interactive experiences.

Compounding the issue: More than a quarter of large enterprises are juggling six or more event tech platforms, and only 20% have integrated their primary platform into the broader marketing tech stack. But when they do, satisfaction rises, proving that orchestration can cut through complexity and deliver results.

At Valtech, we’ve faced these challenges firsthand. As a globally distributed marketing team, we needed a better way to collaborate, scale and measure impact. That’s why we turned to Optimizely’s CMP and why we’re sharing what we’ve learned here.

Marketing is growing in complexity — in terms of tech, data, execution and expectations. Orchestration gives us control in the chaos.

Navigating silos and complexity

Marketing teams often juggle multiple tools, each built for various functions such as content creation, social media management, email marketing or analytics. This fragmentation leads to silos, a lack of visibility and disjointed messaging. Working in this way — without a unified system — makes it increasingly difficult to ensure brand consistency, measure ROI effectively or maintain clear stakeholder communication.

As marketing efforts become more intricate, challenges grow exponentially. With multiple campaigns running across various channels, regions and teams, marketers must navigate a multitude of dependencies. They need visibility into performance, the ability to react quickly to changing priorities and the structure to ensure consistency across touchpoints.

But in most organizations, marketing orchestration remains an afterthought. Teams operate in silos, tracking projects in isolated tools that don’t connect with each other.

The result? Missed opportunities, duplicated efforts and an inability to measure true impact.

In-house creative talent is essential, but without a structured approach its impact loses its value. As marketing grows in complexity, collaboration across global teams demands streamlined coordination. Online tools help navigate this complexity. Success is defined by integrating talent, technology and process in a unified system.

Q&A: What is marketing orchestration, and how does it help businesses navigating transformation?

Marketing orchestration is the strategic coordination of campaigns, channels, data and technology to deliver personalized, consistent customer experiences at scale.

For businesses navigating transformation, it ensures every touchpoint — from brand storytelling to sales enablement — is aligned, agile and data-driven. This empowers the business to accelerate growth, break down silos and adapt quickly to changing customer needs.

Click through our marketing orchestration FAQ below for details:

Think of it as a marketing ERP

Finance departments capitalize on ERP systems to unify all financial processes — streamlining budgeting, forecasting and reporting into a single platform. Similarly, HR departments leverage HRMs to centralize employee information, recruitment processes and talent management. These integrations empower departments to function seamlessly and align with organizational goals.

Marketing teams need their own version of this tool. A dedicated platform designed to orchestrate workflows, align teams and provide real-time visibility into operations. A system that enables marketers to execute at speed without sacrificing quality or consistency.

If it's not in CMP, it doesn't exist. That was our mindset when we embarked on the journey to implement the "ERP" for our global marketing setup. Today, everything runs through Optimizely CMP, and this is where we orchestrate our end-to-end marketing setup.

The business impact of marketing orchestration

When marketing is orchestrated effectively, the benefits ripple throughout an organization:

• Predictability. With one way of working using the same templates and automated workflows, teams can deliver on promised deadlines and outcomes.

• Stronger ROI. With a clear view of performance across all initiatives, teams can make data-driven decisions that optimize spend and impact.

• Increased agility. A centralized system allows teams to pivot quickly in response to market shifts, emerging trends or competitive pressure. 

• Better collaboration. Cross-functional alignment improves as teams work from a shared source of truth, eliminating confusion and redundancy.

• Brand consistency. A unified system ensures content, messaging and campaigns remain cohesive across markets and channels.

For marketing to deliver on its true potential, it needs to evolve from an ad-hoc, multitool function to a well-orchestrated business unit. Just as finance and HR have embraced structure to drive efficiency and accountability, marketing should do the same.

The next step? Choosing the right platform.

Orchestration empowers your teams. It doesn’t overpower them.

5 key factors to consider when choosing a marketing orchestration platform

With the right platform, organizations can unlock a streamlined experience across all touchpoints and pave the way for long-term growth.

1. Select a unified platform

If you’re looking to transform your marketing and drive better orchestration, the first step is to select a single platform that can manage the entire strategy.

Fragmented systems cause communication breakdowns, create silos and slow down execution. When your tools don’t work together, the process becomes disjointed, leading to missed opportunities and a lack of visibility into what’s working.

If teams have one platform to track, manage and execute their marketing activities, it becomes easier to stay aligned, scale efforts and achieve a more holistic view of performance — driving better results across all channels.

2. Choose a tool purpose-built for marketers

If you’re looking for effective marketing orchestration, then prioritize a tool specifically designed for marketing teams.

Many platforms offer broad functionality but are not tailored to meet the unique needs of marketers, often requiring specialized training or technical support. A purpose-built marketing tool empowers teams to execute their strategies without relying on external resources or IT departments.

These tools are designed with a positive user experience in mind, offering intuitive interfaces and capabilities that cater to the demands of modern marketing.

3. Enable complete visibility

Successful marketing orchestration calls for complete visibility into both long-term brand-building initiatives and short-term activation campaigns.

This visibility ensures every aspect of the marketing strategy is aligned, measurable and on track to deliver the desired outcomes. By having a comprehensive view of all planned activities, teams can avoid duplication, ensure consistency across channels and spot gaps in their strategies.

Marketing platforms that offer flexible, multi-view functionalities — like a calendar for long-term planning and a list view for detailed tracking — empower teams to stay aligned across markets and departments.

4. Embrace AI and automation

To drive greater efficiency in marketing workflows, organizations should fully embrace AI and automation capabilities.

These technologies significantly reduce the manual effort required for content creation, campaign management and performance analysis, freeing teams up to focus on strategy and creativity.

By using AI to automate routine processes, generate content quickly and refine existing materials, your organization will also reap the rewards of faster turnaround times. Furthermore, with automation integrated into content workflows and project management systems, your team can better align their content output with overall strategy and goals.

5. Ensure brand consistency

Maintaining brand consistency is a critical but often challenging task — especially when acquiring new companies with their own brand guidelines, content and processes.

To overcome this, it’s key to have a single platform that ensures every piece of content aligns with the established brand standards.

By consolidating your tech stack and using a unified workspace for all marketing activities, you can streamline approvals and enforce strict brand governance. This control mechanism ensures content undergoes the necessary approval layers before publication, safeguarding the integrity of your brand’s tone of voice, messaging and visual identity.

Valtech and Optimizely Content Marketing Platform (CMP)

As a strategic partner to  Optimizely  for more than 20 years — delivering more than 350 implementations of their suite of products — CMP was an obvious choice for Valtech's global marketing team.

With CMP as our unified marketing tool, we now have greater visibility into all marketing activities, with shared boards, calendars and views tailored to different functions, regions and verticals.

Teams can execute with improved efficiency, clear ownership and the ability to leverage AI to accelerate workflows. Standardized templates and approvals have also strengthened our brand governance, ensuring content aligns with our brand guidelines.

Beyond our internal operations, we also rely on CMP to streamline post-acquisition integrations. When bringing new companies into the Valtech family, migrating content and aligning marketing activities has been a significant challenge. With CMP, we can orchestrate content and asset transfers with precision, ensuring a seamless transition while maintaining brand integrity across all marketing efforts.

As a result, we are now able to run migration projects that include websites and global content.

Start orchestrating your own marketing teams

Marketing orchestration is how modern brands leap ahead. Whether you're scaling a global campaign or navigating a merger, alignment is your competitive advantage.

For us, Optimizely CMP helped make it real — and turned the Valtech marketing team into a real-life case study for our own Marketing Creativity & Performance offering.

For you? The journey starts with one question: What’s holding your marketing back from moving as one?