Marketing Operations: Driving Accountability, Alignment and Agility
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The document discusses marketing operations (MO) and its benefits. MO brings an operational focus and discipline to marketing to improve efficiency, consistency, and accountability. It applies best practices and processes to help marketing function as a value center, growth driver, and change agent. MO also fosters collaboration both within and outside of marketing to help achieve strategic business objectives.
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Marketing Operations: Driving Accountability, Alignment and Agility
- 1. Embracing Marketing Operations: What is It and Why Bother? Center your business on customers as the key to growth: accountability, alignment & agility
- 2. About Your Guide: Gary M. Katz © 2012 Marketing Operations Partners, Inc. All Rights Reserved. • Founder and Chief Strategy Officer of Marketing Operations Partners • First ready-to-go COO and change management team for the marketing department • Chairman of Marketing Operations Future Forum • 20+ years experience leading corporate marketing, • marcom, PR, IR, demand gen & change management • Certified Strategic Planning Process Facilitator (ICA) • Noted educator, author, speaker and leader in Marketing Operations field • MS in Organization Development, BA in Public Relations
- 3. The Motivation to Change Marketing’s MO • Defining Marketing Operations • Marketing Operations: Rising to the Challenge • A New Vision for Marketing Webcast Overview © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 4. The Motivation to Change Marketing’s MO
- 5. • Your metrics for success are ill-defined • Your people are slammed • Your institutional memory is leaky • Your innovation and creativity are suffering from constipation • Your team, cross-functional or supplier relationships are poorly-aligned • Your decision-making process is tough to justify • Your marketing portfolio is not delivering expected results You Know Your Marketing Resources (and Job) are at Risk When… © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 6. Measure Marketing ROI & Demonstrate Value Measure Marketing ROI & Demonstrate Value Common Goals for Marketing Success Tied to Other Groups 73% 60% Justify Marketing’s Role & Contribution to C-Level Executives Marketing Processes Enable Internal Efficiencies & Effectiveness Collaboration & Synergy Supported By Corporate Environment Coordination of Shared Processes Across Functions Continuity to Maintain Institutional Knowledge & Expertise Assimilate & Integrate Resources Obtained From M&A 57% 49% 42% 26% 22% 12% © 2012 Marketing Operations Partners. All Rights Reserved. High-Priority MO Challenges Emphasize Metrics, Strategy, Cross-functional Source: Journey to Marketing Operations Maturity Benchmarking Study, Marketing Operations Partners
- 7. Scaling for Growth Enterprise Strategic Agenda Customer Profitability Buying Acceleration Accountability Alignment with Stakeholders Marketing Intelligence © 2012 Marketing Operations Partners. All Rights Reserved. Why Marketing Operations is Critical
- 8. • Marketing Operations (MO) is a thorough, end-to-end operational discipline that leverages processes, technology, guidance and metrics to run the Marketing function as a profit/value center, growth driver, change agent and fully-accountable business. • MO reinforces Marketing strategy and tactics with a scalable and sustainable enabling infrastructure, as well as nurturing a healthy, collaborative ecosystem, both within and outside the Marketing department, to drive achievement of enterprise strategic objectives. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Defining Marketing Operations
- 9. • Change management • Total Quality Management • Manufacturing • Organizational reengineering • IT • Statistical analysis • Customer experience management • Enterprise resource management • Knowledge management • Sales pipeline management. Marketing Operations Encompasses a Board Body of Knowledge © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 10. Marketing Intelligence Customer Profitability • Marketing Org. Assessment • Predictive Analytics • Business Intelligence • Competitive & Industry Benchmarking • Voice of the Customer • Customer Experience Management • Customer Reference Dev. • Customer Loyalty/Affinity • Win-Loss Analysis Enterprise Strategic Innovation & Sales Acceleration • Marketing Planning & Ops Reviews • Marketing Charter Definition • Change Management • Socialization & Community Building • Leadership Council • Circles of Excellence • Marketing & Brand Governance • CMO Communications • Sales Pipeline Optimization • Lead Scoring & Nurturing • CRM • Campaign Management • Product Lifecycle Management Effective Marketing Operations Requires a Diversity of Subject Matter Expertise © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 11. Scaling for Growth • Process Mapping & Design • Marketing Automation • Knowledge Management • Tool and Template Dev. • Best Practices Documentation • Centers of Excellence • Marketing Competency Dev. • Roles & Responsibilities Clarification • Team Mix Modeling • Marketing Org. Reengineering • Marketing Resource Optimization • Supply Chain Management Accountability • Metrics and KPI Definition • Dashboard Development • Performance Measurement • Marketing Portfolio Mgt • Budget Mgt & Justification Alignment with Stakeholders • C-Level Buy-in • Sales Alignment • Finance/IT Alignment • M&A Assimilation And Even More Subject Matter Expertise! © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 12. • Brings a long overdue operational focus to Marketing • Provides the CMO with an operational partner, a Chief of Staff • Applies proven, time-tested Best Practices and Business Processes • Drives Efficiency, Consistent Results • Provides solid foundation for Marketing Excellence The Benefits of Marketing Operations © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 13. Challenge: Converting Insight into Value Marketing Operations: Rising to the Challenge Lack of confidence in business intelligence
- 14. Benchmark Best Practices Validate Market Demand Assess Insight/ Opportunity Gaps Baseline What We Know/What We Don’t Solution: Converting Insight Into Value MO Breeds Actionable Insight and Innovation
- 15. Challenge: Maximizing Customer Profitability The Price of Acquiring & Keeping a Customer is Growing
- 16. Calculate Customer Lifetime Value Capture Customer Decision Drivers Win Back At-Risk Customers Mobilize to Meet Customer Expectations Solution: Maximizing Customer Profitability MO Delivers Customer Experience
- 17. Challenge: Delivering the Strategic Agenda Every Strategy/Budget Cycle — a Free-for-All
- 18. Catalyze Shared Vision Ensure Message Integrity Live the Brand Socialize Marketing Change Solution: Delivering the Strategic Agenda MO Realizes Strategy
- 19. Challenge: Accelerating Selling/Buying Process No or Slow Growth Disappointing Revenue Results
- 20. Integrate Buying/Selling Cycle Feed Sales Pipeline Optimize Sales/ Marketing Hand-offs Leverage Loyalty Assets Solution: Accelerating Selling/Buying Process MO Aligns Sales/Marketing Effort
- 21. Challenge: Scaling Marketing for Growth Marketing in Reaction Mode
- 22. Diagnose Marketing Health Architect Enabling Shared Processes Optimize Marketing Investment Develop Marketing Competency Solution: Scaling Marketing for Growth MO Mobilizes Resources
- 23. “Much of what marketing can contribute right now is seen as less tangible because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America Challenge: Demonstrating Return on Marketing Marketing on Defensive to Show Contribution
- 24. Align Marketing/Enterprise Objectives Track Individual and Team Performance Fine-tune Forecasting thru Predictive Analytics Define and Track Key Metrics via Dashboards Solution: Demonstrating Return on Marketing MO Enables Accountability
- 25. A New Vision for Marketing
- 26. Fundamental MO Expanded MO Sophisticated MO © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Budget Management CRM Marketing Services Measurement Vendor Management The Progression of Mo Maturity
- 27. Ecosystem Alignment MetricsProcessGuidance Infrastructure Management Technology Strategy Ecosystem Alignment MO Best Practice Framework © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 28. Profile of Best Practice Firms in Marketing Operations
- 29. • Marketing full partner to CEO, other CXOs • Helps formulate & achieve company strategy • Proactively defines meaningful metrics • Shows return on Marketing contribution to company success • Marketing drives innovation, new market penetration & customer profitability • Tight alignment with R&D, sales & customer service • Builds CLV, VOC intelligence & pipeline of references MO Vision: Change the Modus Operandi - 1 © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 30. • Marketing owns sales leads process • Nurtures prospects through sales funnel • Removes barriers that block end-to-end visibility • Marketing, once operationalized, leads the growth charge • Provides agility & effective response to opportunity • Leverages best practices, process & technology to scale organization • Synchronizes effort & ensures cross-functional knowledge-sharing MO Vision: Change the Modus Operandi - 2 © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 31. Is Your Organization Ready for MO? - 1 CHARACTERISTIC PAIN VISION Substantial marketing Investment Unmanageable complexity, difficulty demonstrating ROI, Marketing on defensive Optimize to deliver substantial ROI • Leverage processes, technology, guidance & best practices to spur productivity, knowledge sharing • Utilize dashboards & metrics to make informed spend decisions Recognized by C-team • For accountability & ROI contribution Dynamic competitive market No or disappointing growth, super growth, high customer churn & employee turnover Marketing aligns w/other functions • Nurturing sales funnel • Revenue targets • Innovation process • New market penetration • Customer experience © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 32. Is Your Organization Ready for MO? - 2 CHARACTERISTIC PAIN VISION Under media or regulatory Scrutiny Compliance pressure, impact of change on compliance, media magnifying glass Partner with Quality, Finance, IR • Map key processes • Document best practices • Apply LEAN, 6 Sigma, etc. • Demonstrate ROI through KPIs, dashboards, etc. M&A integration challenges Duplicated efforts, loss of continuity, “everything’s urgent”, hard to get buy-in for initiatives Marketing leads initiatives • Communications leadership • Walking the talk © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
- 33. Is Your Organization Ready for MO? - 3 © 2012 Marketing Operations Partners, Inc. All Rights Reserved. CHARACTERISTIC PAIN VISION More tactical than strategic Firefighting, CYA behavior Marketing is valued strategic partner to CEO and C-team - Growth driver - Change catalyst
- 34. + Product Promotion Price Place Customers Competitors Corporation Positioning Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved. The Future: A New Maturity Model: You`ve Heard of the 5Ps and 3 Cs of Marketing
- 35. 1. Total Strategy 2. Techniques and Processes 3. Tracking & Predictive Modeling 4. Technology 5. Talent 4Ps 3Cs Marketing Effectiveness 5Ts Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved. More Recently, We Saw the Unveiling of the 5Ts of Marketing Operations™
- 36. The 5 P’s + The 3 C’s + The 5 T’s = 13 The entry age into adulthood in certain cultures © 2012 Marketing Operations Partners, Inc. All Rights Reserved. The Addition of the 5 T`s is Marketing`s Rite of Passage
- 37. Discipline #1 - Personal mastery Discipline #2 - Mental models Discipline #3 - Shared vision Discipline #4 - Team learning Discipline #5 - Systems thinking The 5 D’s Source: The Fifth Discipline: The Art & Practice of the Learning Organization© 2012 Marketing Operations Partners, Inc. All Rights Reserved. The Next Step in Marketing`s Evolution is to Embrace Insight from Learning Organizations
- 38. 3 C’s 5 P’s 5 T’s 5 D’s The Power of 18 © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Adding the 5 D`s Leads to a New Level of Generative Learning and Marketing Maturity
- 39. We guide marketing organizations to become a value center We are front-runners in Marketing Operations to create a consultancy dedicated to Marketing Operations to publish an article on MO to create a college course on MO to teach a professional symposium on MO to conduct a benchmarking study of MO practices © 2016 Marketing Operations Partners. All Rights Reserved. 1st 1st 1st 1st 1st Companies we’ve influenced: (partial list)
- 40. © 2016 Marketing Operations Partners. All Rights Reserved. Organization-wide efficiency and effectiveness raise Marketing performance, agility and ROI Ask us about our model for Marketing Maturity Strategy: holistic vision, fact-based decision-making Guidance: competency development, governance Process: workflow, lean/six-sigma, supply chain Metrics: profitability, predictive analytics, alignment Technology: enterprise marketing / portfolio mgt Ecosystem: collaboration with key stakeholders Infrastructure: back-end integration of processes, metrics, technology Request your marketing maturity assessment and roadmap ChangeMyMO@MOpartners.com
- 41. tel +1 408 243 7881 • Twitter.com/MOpartners Twitter.com/MktgFuture • Slideshare.net/MOpartnersCEO • LinkedIn Groups: Marketing Operations Partners Marketing Operations Future • Youtube.com/c/marketingfutureforum MarketingFutureForum.com Join@MarketingFutureForum.com MarketingFutureForum.com ChangeMyMO@MOpartners.com Center your business on customers as the key to growth: accountability, alignment & agility