Contenu connexe Similaire à Embracing Marketing Operations: What Is It And Why Bother (20) Plus de ClearAction Continuum (18) Embracing Marketing Operations: What Is It And Why Bother2. About Your Guide: Gary M. Katz
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• 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
3. The Motivation to Change Marketing’s MO
• Defining Marketing Operations
• Marketing Operations: Rising to the Challenge
• A New Vision for Marketing
Webcast Overview
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
5. • 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…
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
6. Measure Marketing ROI &
Demonstrate Value
Measure Marketing ROI &
Demonstrate Value
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%
© 2012 Marketing Operations Partners. All Rights Reserved.
High-Priority MO Challenges Emphasize Metrics,
Strategy, Cross-functional
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
8. • 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.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Defining Marketing Operations
9. • 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
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
10. 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
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
11. 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!
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
12. • 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
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
16. 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
23. “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
26. Fundamental MO
Expanded MO
Sophisticated MO
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Budget Management
CRM
Marketing Services
Measurement
Vendor Management
The Progression of Mo Maturity
29. • 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
MO Vision: Change the Modus Operandi - 1
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
30. • 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
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
31. Is Your Organization Ready for MO? - 1
CHARACTERISTIC 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
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
32. Is Your Organization Ready for MO? - 2
CHARACTERISTIC PAIN VISION
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
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
33. Is Your Organization Ready for MO? - 3
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
CHARACTERISTIC PAIN VISION
More
tactical
than strategic
Firefighting, CYA
behavior
Marketing is valued strategic partner to
CEO and C-team
- Growth driver
- Change catalyst
35. 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© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
More Recently, We Saw the Unveiling of the
5Ts of Marketing Operations™
36. The 5 P’s +
The 3 C’s +
The 5 T’s
= 13
The entry age into adulthood in certain cultures
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Addition of the 5 T`s is Marketing`s Rite of Passage
37. 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© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Next Step in Marketing`s Evolution is to Embrace
Insight from Learning Organizations
38. 3 C’s
5 P’s
5 T’s
5 D’s
The Power of 18
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Adding the 5 D`s Leads to a New Level of Generative Learning and
Marketing Maturity
39. 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.
1st
1st
1st
1st
1st
Companies we’ve influenced: (partial list)
40. © 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
ChangeMyMO@MOpartners.com
41. tel +1 408 243 7881
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Twitter.com/MktgFuture
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• LinkedIn Groups:
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• Youtube.com/c/marketingfutureforum
MarketingFutureForum.com
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ChangeMyMO@MOpartners.com
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