For an updated version of this presentation: https://www.slideshare.net/clearaction/influencing-the-enterprise-driving-strategic-impact-through-marketing-operations-127189822 How Marketing Operations can help your business overcome silos and achieve a higher ROI. See https://ClearAction.com

1. Driving Strategic Impact Through
Marketing
Influencing the Enterprise
Center your business on customers as the key to growth: accountability, alignment & agility

2. What Silos Inhibit Your Effectiveness?
• What are the consequences?
– Resource mis-allocation
– Branding confusion
– Locked-up BKMs & scale
– People dependence
– Lost opportunities: agility
• What are the causes?
– Stand-alone management
– Lack of cross-functional inertia &
accountability
– Know-how to overcome silos
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

3. What Silos Inhibit Your Effectiveness?
• What are the consequences?
• What are the causes?
• How can silos be overcome?
– Systems thinking
– Change management
– Organizational learning
– Quality tools
– Balanced scorecards
– Customer-centric culture
+++
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Marketing Operations

4. Systems Thinking for Big Picture
Holistic View
• Analogies
• Connectivity
• Framing
• Patterns
• Perspective
• Structure
LIKE …
Marketing Operations
Strategy
Execution
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

5. Change Management for Lasting Cooperation
Marketing Operations
Strategy
Execution
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

6. Organizational Learning for Agility
N.
I.
H.
?
• Language
• Post-Mortem
• Politics
• Knowledge
• Proliferate
• Refine
Company = Team
Marketing Operations
Marketing
Scalability
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

7. Quality Tools for Fact-Based Decisions
Root Cause Analysis: Facts Pareto Chart: 80/20 Rule
Critical Path Diagram: Workflow Control Chart: Accountability
UCL
LCL
_
X
Marketing Operations
Business
Intelligence
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

8. Balanced Scorecard: Empowerment
Marketing Operations
Returnon
Marketing
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

9. Customer-Centric Culture: Guiding Light
Marketing Operations
Customer
Profitability
Drivers
Of Trust
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

10. Influence Entire Enterprise: Customer Experience
Solution = Means to an End Customer Experience Scope
Customers’ View of Your Value
Marketing Operations
Buying
Acceleration
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Engage Enterprise-wide

11. Marketing Operations: Overcome Silos
Buying
Acceleration
Customer
Profitability
Marketing
Scalability
Business
Intelligence
Strategy
Execution
Returnon
Marketing
Marketing Operations
 High-ROI Resource Allocation
 Branding Clarity
 Best Practices Scalability
 Process Excellence
 Agility for Emerging Opportunities
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

12. Marketing Operations for Higher ROI
Buying
Acceleration
Customer
Profitability
Marketing
Scalability
Business
Intelligence
Strategy
Execution
Return on
Marketing
ALIGNMENT
ACCOUNTABILITY
Free Marketing from
activity treadmill,
opportunity cost,
waste.
AGILITY
Propel Marketing impact
by accommodating
emerging opportunities,
broad CX innovation,
proactive role in C-suite
MARKETING EFFICIENCY & EFFECTIVENESS
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
MarketingOperations

13. 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)

14. © 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