The New Marketing Operations Archetypes

1. The New [Digital]
Marketing Operations
Archetypes
Jason Heller
1
Aug 20, 2014

2.  20 year digital veteran
 “Recovering” digital agency exec
 CEO, Agiliti
 External expert for McKinsey & Company
2
Context and background
@jasonheller

3. 3
Let’s stop the hyperbole and get practical

4. 4
That said …
84%Agree that marketing is
undergoing a revolution
(Adobe survey 2014)
78% Expect digital and mobile to transform
their business within 5 years
(Accenture survey 2014)
61%Marketers agree that their role will
change within the next year
(Adobe survey 2014)

5. 5
Marketing transformation has measureable results
Organizations with “excellent” marketing
capabilities outperform their market
(McKinsey research 2013)
2x – 3xgreater revenue growth

6. 6
Marketing transformation has measureable results
Companies that use customer analytics extensively
(McKinsey research 2013)
9x outperform in loyalty
23x outperform in
customer acquisition
2x outperform in profit

7. 7
The modern consumer is the catalyst for creating the
modern marketing organization

8. Marketers and agencies
must develop new
capabilities and org
structures to adapt to a
data-driven, fast paced,
consumer empowered
world
 UX of everything
 Creating great content, and a lot
of it
 Managing a complex media
ecosystem
 Providing advanced analytics and
insights
 Collaboration and workflow
8

9. 9
Examples of how marketing’s role is expanding
Manage the entire evolving customer journey
Contribute to shaping business strategy
Influence product innovation
Involved in employee engagement
Involved in operationalizing big data and insights
Foster cross functional collaboration

10. 10

11. 11
Every organization
must become
more agile …

12. 12
“Culture eats strategy
for breakfast”
- Peter Drucker

13. Curiosity may be the most important characteristic
of a modern marketing organization

14. 14
Who is your cultural
champion?
Prioritize transformation
Recruit a cross-functional steering
committee
Secure funding and executive support
Protect and steward the transformation

15. 15
Digital
marketing
operations
Org
Capabilities
Process,
governance
People,
talent
Agencies
Technology
Strategic
Partners
Data
Partners
InternalExternal
Digital marketing
operations and digital
transformation must
be viewed through a
holistic lens

16. 16
Capabilities
The tangible resources
and intangible
characteristics that
enable the customer
experience and create
operational
productivity
Capabilities
Identify gaps
Prioritize
Acceleration teams
Develop business cases
Continuous improvement

17. 17
Organization
There is no one size
fits all solution
COE model
Hub and spoke model
Integrated model
Funding model
Service model
Functions and roles
“Legacy tax”

18. 18
Most common COE’s
and new roles
Digital
investment
Innovation
Social media
CRM eCommerce
Digital
platform
Analytics
Marketing
technology
Customer
experience
Mobile
Marketing
operations
Technology
focused
Customer
focused
Operations
focused
Digital
production
Content Data science
CDO

19. 19
Marketing is no longer
an island …
Orchestration
Collaboration
Decision making
Marketing
IT
Sales
Finance
Strategy
HR
Legal
R&D

20. 20
Processes,
governance
Processes
Implement agile
processes, governance,
standards, and the tool
kits to help fuel
innovation and impact

21. 21
People / talent
Manage your most
valuable asset
accordingly
People /
talent
Recruiting
Skills, training
Culture, incentives
Engagement
Reward, growth

22. 22
Principles for a modern
marketing operating model
 Have discipline, rigor, scrutiny
 Be data driven
 Develop new capabilities
 Define new roles and functions
 Manage iterative processes
 Optimize resources & partnerships
 Evolve the culture

23. Thanks for listening!
Jason Heller
23
jason@agilitipartners.com
@jasonheller