Marketing Operations: MObilizing Marketing For A Web 2.0 World

Marketing Operations 2.0:
MObilizing Marketing for a Web
2.0 World
Center your business on customers as the key to growth: accountability, alignment & agility

© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
It`s Not the Wild Wild West any More

It`s a Web 2.0 World Now

• Efficient new channels & tools
• A collaborative platform to engage
customers, stakeholders
• Greater focus on org. integrity &
transparency
Web 2.0 Has Transformed Marketing From Outside In

It looks Like Chaos…

Information Superhighway 2.0
But There`s Order Within Chaos

Product Mgmt Marcom
Lead GenSocial Media
PR
Channel MktgEvents
Web Alliances
© 2012 Marketing Operations Partners. All Rights Reserved.
Marketing is Broken Inside Most Companies
Silos

• Measurable data in 2000
Metric
Data
Fine granularity needed for better decisions
Metric
Data
• Measurable data now
Information Overload

• 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
7 Deadly Sins, Letterman-Style

It`s Time to Change the MO of Marketing!
There`s Help for Program Drivers!
Product Mgmt Marcom
Lead GenSocial Media
PR
Channel MktgEvents
Web Alliances

• New initiatives, tools strengthen
operational muscle, agility
• Holistic framework mobilizes x-
functional alignment, accountability
behind strategy
• Greater emphasis on org. integrity &
transparency
Marketing Operations. The Yin to Web 2.0`s Yang

Internal Transportation System: MO 2.0

Highways, Roadways and Bridges . . .

Means of Transportation

Traffic Controls & Signals

Driver`s Handbook

Driver`s Ed, Training & Licensing

Mechanics Tuning the Engine

Alignment Specialist

Navigational System

Roadmap

MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MOdel for Sustainable Success

• Enterprise
Strategic
Objectives
• Gap Closing
• Over some
period of time
• Objective #1
• Objective #2
• Decisions &
Doing
• Investments
• Measures
• Programs
• Initiatives
• Activities
• Alignment
• Gaps to
Close
•Priorities
•Leverage
•Now vs. Later
• Goals & Gaps
• Economic
• Experience
• Business
(Ethics,
Principles,
Values)
Alignment of
Stakeholders
with each
other
Balanced
Returns to
Each
Stakeholder
Maximum
Overall
Satisfaction
Success!
START
Aligned Objectives

A Strategic Foundation for Marketing Excellence
A Holistic Framework
Alignment Integration
A Best Practice Enabler
Consistency Sustainability
An Operational Discipline
Efficiency Accountability
MO 1.0 MO 2.0
✓
✓
✓
✓
✓✓
✓✓
Marketing Operations: A Definition

Scaling for
Growth
Enterprise
Strategic
Agenda
Customer
Profitability
Buying
Acceleration
Accountability Alignment with
Stakeholders
Marketing
Intelligence
Marketing Operations: Sphere of Influence

• Converting Insight into Value (Marketing Intelligence)
• Accelerating Sales/Buying Process (Sales Acceleration)
• Scaling Marketing for Growth
• Delivering Strategic Agenda
• Maximizing Customer Profitability
• Demonstrating Return on Marketing (Accountability)
Six Top Marketing Challenges and
How MO Addresses Them

Challenge:
Converting Insight into Value
Marketing Operations: Rising to the Challenge
Lack of confidence in
business intelligence

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

Challenge:
Maximizing Customer Profitability
The Price of Acquiring &
Keeping a Customer is
Growing

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

Challenge:
Delivering the Strategic Agenda
Every Strategy/Budget Cycle
— a Free-for-All

Catalyze
Shared Vision
Ensure Message
Integrity
Live the
Brand
Socialize
Marketing Change
Solution:
Delivering the Strategic Agenda
MO Realizes
Strategy

Challenge:
Accelerating Selling/Buying Process
No or Slow Growth
Disappointing Revenue
Results

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

Challenge:
Scaling Marketing for Growth
Marketing in Reaction Mode

Diagnose Marketing
Health
Architect Enabling
Shared Processes
Optimize Marketing
Investment
Develop Marketing
Competency
Solution:
Scaling Marketing for Growth
MO Mobilizes
Resources

“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

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

Change Management
Competency Development
Enterprise Metrics Alignment
Org. Learning Catalyst
Strategic Management
Fundamental MO
Budget Management
CRM
Marketing Services
Vendor Management
Expanded MO
Sophisticated MO
Marketing Automation
Best Practices
Rewards Alignment
Process Design
Knowledge Management
3 Stages of Marketing Operations Maturity

• With Sales
• With Enterprise Metrics
> 20%
CAGR
’03-’07
Strong Brand
Identity
Process
Excellence
• Budgeting
• Brand Management
• Customer Management
• Planning
• Product Lifecycle Management
• Predictive Analytics for Revenue &
Budget Planning Processes
Alignment
Execution
Excellence
Profile of Marketing Operations Best Practices

• Stronger position during budget scrutiny
• Part of a learning-oriented environment
• Better utilization of your unique talents
• Greater job satisfaction
Benefits of New MO – For Marketing Professionals

• Injection of left-brain thinking
• Shift of priorities from short- to long-term
• An operational partner, a Chief of Staff
• Increased tenure
Benefits of a New MO – for CMOs

• Better x-functional alignment
• Decreased employee, customer churn
• Greater contribution from marketing
• Win in the market
Benefits of a New MO – for CEOs

• Journey to Marketing Operations Maturity Benchmarking Study
by Marketing Operations Partners
• Calibrate How You Operate by The CMO Council
• The Profit Maximization Paradox: Cracking the Marketing/Sales
Alignment Code by Glen Petersen
• Marketing Metrics in Action by Laura Patterson
• Marketing 2.0: Bridging the Gap between Buyer and Seller through
Social Media Marketing by Bernie Borges
• Marketing Operations Future Forum on LinkedIn
• Marketing Operations Cross-Company Alliance (MOCCA)
Other Resources:
IDC, Sirius Decisions, Aberdeen, Forrester Research
Great Marketing Operations Resources

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
1st
1st
1st
1st
1st
Companies we’ve influenced: (partial list)

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

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

Marketing Operations: MObilizing Marketing For A Web 2.0 World

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