Embracing Marketing Operations: What Is It And Why Bother

Embracing Marketing Operations:
What is It and Why Bother?
1

ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
About Your Guide: Gary M. Katz
• 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

The Motivation to Change Marketing’s MO
• Defining Marketing Operations
• Marketing Operations: Rising to the Challenge
• A New Vision for Marketing
Webcast Overview

The Motivation to Change Marketing’s MO

• 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…

Measure Marketing ROI &
Demonstrate Value
Balance of Marketing
Strategy & Tactics
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%
6%
High-Priority MO Challenges Emphasize Metrics, Strategy,
Cross-Functional
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

Scaling for
Growth
Enterprise
Strategic
Agenda
Customer
Profitability
Buying
Acceleration
Accountability Alignment with
Stakeholders
Marketing
Intelligence
Why Marketing Operations is Critical

• 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.
Defining Marketing Operations

• 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

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

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!

• 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

Lack of Confidence in
Business Intelligence
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
MO Breeds
Actionable
Insight and
Innovation
Solution:
Converting Insight Into Value

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

The Price of Acquiring &
Keeping
Customers is Growing
Calculate Customer
Lifetime Value
Capture Customer
Decision Drivers
Win Back
At-Risk Customers
Mobilize to
Meet Customer
Expectations
MO Delivers
Customer
Experience
Solution:
Maximizing Customer Profitability

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

Catalyze
Shared Vision
Strategy / Budget Cycles
are Free-for-Alls
Ensure Message
Integrity
Live the
Brand
Socialize
Marketing Change
MO
Realizes
Strategy
Solution:
Delivering the Strategic Agenda

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

No or Slow Growth
Integrate
Buying/Selling
Cycle
Feed Sales Pipeline
Optimize Sales/
Marketing
Hand-offs
Leverage Loyalty
Assets
MO Aligns
Sales/
Marketing
Effort
Solution:
Accelerating Selling/Buying Process

Marketing in Reaction Mode
Challenge:
Scaling Marketing for Growth

Marketing in Reaction Mode
Diagnose Marketing
Health
Architect Enabling
Shared Processes
Optimize Marketing
Investment
Develop Marketing
Competency
MO
MObilizes
Resources
Solution:
Scaling Marketing for Growth

Marketing on Defensive
to Show Contribution
“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
MO Enables
Account-
ability
Solution:
Demonstrating Return on Marketing

A New Vision for Marketing

Fundamental MO
Expanded MO
Sophisticated MO
Budget Management
CRM
Marketing Services
Measurement
Vendor Management
The Progression of Mo Maturity

MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MO Best Practice Framework

• 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 Best Practice Firms in Marketing Operations

MO Vision: Change the Modus Operandi - 1
• 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

• 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

Is Your Organization Ready for MO? - 1
CHARACTERISTI 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

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

More
tactical
than strategic
Firefighting, CYA
behavior
Marketing is valued strategic partner to
CEO and C-team
- Growth driver
- Change catalyst

+
Product Promotion
Price Place
Customers
Competitors
Corporation
Positioning
Source: © 2007, Adrian Ott, Exponential Edge
The Future: A New Maturity Model:
You`ve Heard of the 5Ps and 3 Cs of Marketing

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
More Recently, We Saw the Unveiling of the
5Ts of Marketing Operations™

The 5 P’s +
The 3 C’s +
The 5 T’s
= 13
The entry age into adulthood in certain cultures
The Addition of the 5 T`s is Marketing`s Rite of Passage

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
The Next Step in Marketing`s Evolution is to Embrace
Insight from Learning Organizations

3 C’s
5 P’s
5 T’s
5 D’s
The Power of 18
Adding the 5 D`s Leads to a New Level of Generative
Learning and Marketing Maturity

We center your business on customers
40
ClearAction Advisory is different:
 Alignment internally & externally
 Empower all levels & functions
 Tie into existing rituals, strengths
 Seasoned CX practitioners
= Advisory team
See ClearAction.com/advisory
© 2018 ClearAction Continuum. All rights reserved.
DNA Master Plan™
(fast-track foundational mojo for CX leadership)
DNA Activation™
(all-hands-on-deck for CX)
Market Responsiveness Index™
(3 factors: 32% profit advantage)
DNA Transformation™
(cross-functional systematic CX)
Customer/Partner Engagement Optimization
(external & internal UX)
Human-Centered Design
(products, services, processes external & internal)
VoC Actionability
(external & internal UX)
Actionable Intelligence
(journeys, personas, lifetime value, metrics)

4141© 2018 ClearAction Continuum. All rights reserved.
ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations, and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations

42
We center your
business on customers
© 2018 ClearAction Continuum. All rights reserved.
ClearAction.com
ClearAction
company/201333
+ClearActionCXO
CustomerExperienceOptimization
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