This document provides an overview of a course on Marketing Operations 2.0. It discusses how the marketing playing field has leveled due to low barriers and viral reach. It emphasizes embracing new engagement models, investing in driving forces within organizations, and applying engagement models both externally and internally. The course aims to help organizations transition from old to new models through a systems approach and collaborative framework. It tackles challenges like scaling growth, strategic alignment, customer profitability, and marketing intelligence.

1. Marketing Operations 2.0: From 2010
Tactical Discipline to 20/20 Strategic
Vision
(Course Overview)
Center your business on customers as the key to growth: accountability, alignment & agility

2. Marketing playing field is leveled
• Low barriers, viral reach, competitiveness
• New visions of stakeholder engagement & collaboration
Massive Changes in Marketing
Stand out from the crowd
• Embrace new models of engagement
• Invest in driving force within
• Apply engagement model both externally and internally
• MO 2.0: systems approach & collaborative framework

3. • Systems Approach
• Collaborative Framework
• Mobilizing Force
• Manages Transition from Old to new
• Helps Organizations Stay in Integrity
• Reinforces Strategy and Associated Tactics with:
• Operations Muscle
• Measurement Rigor
• Holistic, Cross-Functional Alignment
Marketing Operations 2.0

4. • Marketing Operations Evolution, Impact and Promise (Module 1)
• Developing Marketing Operations Competency
• Alignment Through Ecosystem Management (Module 2)
• Marketing Infrastructure for Results (Module 3)
• The Journey to Marketing Operations Maturity (Module 4)
Course Overview

5. Scaling for
Growth
Enterprise
Strategic
Agenda
Customer
Profitability
Buying
Acceleration
Accountability Alignment with
Stakeholders
Marketing
Intelligence
Challenges Tackled by Marketing Operations

6. Defining Marketing Operations

7. Best Practice Model for Sustainable Success

8. Enabling Strategy

9. Providing Guidance

10. Designing Internal Marketing Processes

11. Designing External Marketing Processes

12. Leveraging Technology

13. Measuring Marketing Performance

14. Determining Readiness for Dedicated MO

15. Building the Marketing Operations Function

16. Journey to Marketing Operations Maturity

17. • Marketing a full partner to CEO, C-Suite
• Marketing drives:
• Innovation
• New market penetration
• Customer profitability
• Marketing owns sales lead process
• Marketing, once operationalized, leads the growth charge
Vision for Marketing Effectiveness

18. 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)

19. © 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

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