For an updated version of this presentation: https://www.slideshare.net/clearaction/7-deadly-sins-of-marketing-127189719 7 ways Marketing Operations is your company's best bet to... Ensure that success can be measured and replicated Leverage systems and processes to enable consistently excellent performance Run its marketing department more like a business. Read more: https://ClearAction.com

1. The 7 Deadly Sins of Marketing
Center your business on customers as the key to growth: accountability, alignment & agility

2. • Marketing departments must justify their existence
• Now more than ever
• Perceived lack of accountability
• Easy target for cuts
• Marketers untrained in statistics
• Broken systems frustrate measurement
• Many hesitate to invest in evaluating program success
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
SIN #1: Ill-Defined Metrics

3. • Age of the “Individual Contributor Director”
• Big title, scare resources, little authority
• “Do more with less” mentality
• Marketers feel overwhelmed, burned out, ready to jump ship
• Over-dependency on heroes, martyrs & superstars
• High turnover, costly mistakes, silos of knowledge
• Collapsed programs as key people leave or burn out
• Potential winning programs left abandoned from lack of owner
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
SIN #2:Slammed Resources

4. • Marketing depends on accurate info, a historical view and pattern
recognition
• Knowledge in many marketing organizations is scattered all over the
place
• When people leave, huge chunks of organizational knowledge is lost
• Info loss is major productivity killer and contributes to less effective
decision-making
• Previous marketing investments are wasted when lost insight must be
regained or reacquired
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
SIN #3: Leaky Institutional Memory

5. • Marketing is valued for creativity but increasingly constrained in
expressing it
• Inspired creativity is supported by strong collaborative processes
• Creative burden on one outbound marketer (the “individual
contributor director”) limits out of the box thinking
• Poor knowledge management impacts creativity
• Lack of agreement and direction in company (mission, vision,
values) also inhibits creativity
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
SIN #4: Constipated Creativity

6. • Most enterprises operate in silos and are not structured for effective
collaboration
• Competitive, power and control-type structures pit colleague-against-
colleague
• Poor alignment of rewards systems only perpetuates this status quo
• Internal communication processes often lack authenticity and accountability
• Communication disabilities and misalignment from within naturally flow
outward to customers, investors, the market, etc.
Source: * IDC Executive Brief,
“Tech Marketers: Use the Marketing Mix
to Build Awareness Plus Demand”, February 2004
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
SIN #5: Dysfunctional Relationships

7. • According to IDC*, marketing outsourcing is becoming more common,
as vendors seek to maintain or expand program execution without
incurring additional full-time employee costs
• Most successful organizations can point to effective long-term
marketing supplier relationships as key
• Conversely, a pattern of failed supplier relationships often indicates
marketing department failure, rather than poor vendor performance
• The “bring everything in-house strategy”
• The myth that superstar performers are also superstar managers
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
SIN #5: Dysfunctional Relationship (continue)
Source: * IDC Executive Brief,
“Tech Marketers: Use the Marketing Mix
to Build Awareness Plus Demand”, February 2004

8. • Many corporate marketing budgets leave program budget on the table
or allocate it to the wrong initiatives
• Time consuming to manage budget effectively
• Each marketing spend-decision creates more work
• Doubt about ability to successfully justify expenditure to management
• Focus instinctively on high-visibility activities and C-level “requests”
over fiscal management
• Most decision-making processes are not explicit, leading to a lack of
accountability
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
SIN #6: Poor Decision-Making

9. • Many companies align fate with success of too few marketing programs
• Over-reliance on any one particular program can derail a company if
key program loses momentum
• Many potentially high-leverage programs never get off the ground
• For example, customer references, lead nurturing
• Companies attempting to do all their marketing online are violating two
well-known principals:
• Don’t put all your eggs in one basket
• Meet the buyer in the channel in which they are most motivated to buy,
not the one in which you are most motivated to sell
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
SIN #7: Inadequate Marketing Portfolio

10. 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.
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Companies we’ve influenced: (partial list)

11. © 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
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Center your business on customers as the key to growth: accountability, alignment & agility