1. Shift Gear in Marketing
How Marketing Operations serves your most valuable asset:
Your customer.
© www.mrmlogiq.com 2004-2012

2. Marketing finds itself in the most promising period ever.
Globalization and technology
spark a flame of opportunities.
© www.mrmlogiq.com 2004-2012

3. All opportunities center around the unprecedented possibilities
to engage with customers.
© www.mrmlogiq.com 2004-2012

4. How can you group and align marketing
around your customer?
© www.mrmlogiq.com 2004-2012

5. Then Now
Good companies Good companies
have the best products have the best customers
and show the most memorable advertising. and deliver the most memorable experience.
© www.mrmlogiq.com 2004-2012

6. Then Now
Good marketers Good marketers
are smooth talkers. are smart listeners.
© www.mrmlogiq.com 2004-2012

7. Then Now
New technology New technology
facilitates the management of products. facilitates the sharing of experiences.
© www.mrmlogiq.com 2004-2012

8. Then Now
Marketers are project driven. Marketers are process driven.
They create campaigns They create dialogues
and target the potential audience. and guide customers to relevant content.
© www.mrmlogiq.com 2004-2012

9. Marketers need to
SHIFT!
From To
Product focus Customer focus
Talking Listening
Ad hoc activities Ongoing activities
Campaign orientation Process orientation
Manual tasks Automated tasks
Limited data handling “Big” data handling
© www.mrmlogiq.com 2004-2012

10. When you systematically listen to individual customers
all kinds of new and raw data will enter the company.
Soon, most data in your company will not be about you.
It will be about your customers.
© www.mrmlogiq.com 2004-2012

11. Companies which are best equipped to listen to
and translate customer requests
into relevant ideas, messages and offers will prosper.*
* Ask the dodo for the options in plan B.
© www.mrmlogiq.com 2004-2012

12. €$£
To anticipate this marketing shift and data explosion,
leading IT companies have bought leading marketing technology companies.
These marketing techology functions as the epicenter of Customer Touchpoint Management.
© www.mrmlogiq.com 2004-2012

13. A company that wants to establish processes
to listen to individual customer requests,
needs to automate tasks and handle big data.
To serve your most valuable asset, your customer, you need:
1. A Marketing Operations team
2. A Marketing Operations platform
© www.mrmlogiq.com 2004-2012

14. A Marketing Operations team:
drives the marketing infrastructure,
enables marketing to engage with individual customers,
fuels company revenue.
© www.mrmlogiq.com 2004-2012

15. A Marketing Operations platform:
delivers the marketing engine,
facilitates and directs the customer dialogue,
fuels company revenue.
© www.mrmlogiq.com 2004-2012

16. Business tools
&
Software tools…
create Operational
Excellence in Marketing
and…
“manage the marketing
strategy by the minute”
© www.mrmlogiq.com 2004-2012

17. Operational Excellence in
Marketing
Creates Efficiency
 Lowering the investment
Facilitates Effectiveness
 Increasing the return
Embeds Compliance
 Lowering the risk
© www.mrmlogiq.com 2004-2012

18. If Marketing Operations becomes more mature,
marketers estimate they can reduce
their investments by
18 %
less wasted resources
© www.mrmlogiq.com 2004-2012

19. If Marketing Operations becomes more mature,
marketers estimate they can increase
their returns by
11 %
extra seized opportunity
© www.mrmlogiq.com 2004-2012

20. Marketing is the least efficient
process in business today, while
at the same time being one of
the most important
Robert Shaw & Philip Kotler
The potential for Operational Excellence in Marketing is enormous.
To group and align your marketing around the customer you need to have...
a Marketing Operations Team
a Marketing Operations Platform
© www.mrmlogiq.com 2004-2012

21. Read more about the importance of
Marketing Operations and Marketing
Technology at our blog:
For questions regarding www.MarketingGovernance.com
this presentation contact:
RomekJansen@mrmlogiq.com
© www.mrmlogiq.com 2004-2012