5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness

Building Upon the 5Ts of Marketing Operations

Applying Learning Organization Insights to Increase Marketing Effectiveness

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%

© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

Biggest Marketing Operations Challenges

Unsupportive Culture

Lack of Follow-Through

Risk-Taking Penalties

Infrequent Delegation

Marketing Operations Success Factors s Marketing Operations

Obstacles

Clarity & ConsistencySupportive CultureExecutive Buy-in

Performance MeasurementProcess Refinement & Automation


MO Success Depends on Clarity, Consistency, Winning Support & Buy-In

0% 50% 100%25% 75%

Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties

Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company

Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews

Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions

Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies

Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions

Group Memory Management Enduring repository of marketing information despite movement of individuals

40% 80%

45% 83%

34% 83%

45% 85%

31% 79%

36% 82%

35% 85%

NeverPracticed

Always Practiced

Key:X% At Inception of MO Function| Current Performance

X% Mid-2008 Target


Accountability Underlies Improvement Effort

Strategy• Change Management• CMO Is Chief Strategy Officer• Marketing Strategy

Is Enterprise Strategy• Rolling & Long-Term Plan• Strategic Management

Process• Campaign/Lead Management• Shared Processes• Technology• Knowledge Portals• Metrics• Dashboards & Scorecards• Incentives• Predictive Analytics

Guidance• Alignment with Sales, Finance, IT• Competency Development• Culture of Measurement

& Accountability• Executive Sponsorship• Expanded Voice of Marketing• Grassroots Buy-in• Shared Vision

MetricsProcessGuidance

Infrastructure Management

Technology

Strategy

EcosystemAlignment

MO Impact = Ability to DriveStrategy, Change, Accountability


+

Product Promotion

Price Place

Customers

Competitors

Corporation

Positioning

Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

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

MarketingEffectiveness

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™

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© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

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

• Defined: A commitment to individual learning to develop proficiency; increasing ability to clarify what is important, see current reality more clearly

• Related to Marketing Competency Development• Significant implications for strategic planning, collaborative decision-making,

resource allocation, roles & responsibilities clarification, team dynamics, etc.


Personal Mastery in MO

• Defined: Questioning implicit assumptions underlying decision-making processes

• Unconsciously controls what one perceives can and cannot be done

• Key skills: Surfacing, challenging mental models to make decision-making more explicitly; balancing advocacy and inquiry

• Significant implications for strategic planning, socialization, achieving buy-in, leveraging VoC, encouraging innovation, etc.


Mental Models in MO

• Defined: Winning individual and group buy-in for key initiatives by securing enrollment, commitment, compliance

• Overcomes ambivalence, confusion, resistance, passive-aggressive behavior

• Significant implications for socialization, winning buy-in, mission and charter definition, values clarification, cross-functional alignment, etc.


Shared Vision in MO

• Defined: Aligning individual and team learning through a commitment to a

balance of dialogue and discussion

• Overcomes “groupthink”

• Facilitates breaking through internally-imposed barriers and “getting” the big

lesson

• Significant implications for decision-making, marketing competency

development, knowledge management, marketing intelligence, planning,

process design, socialization, program evaluation, etc.


Team Learning in MO

• Defined: Learning to view the system as a whole rather than focusing on discrete parts

• Can be used to manage overwhelm from complexity and overcome “learned helplessness”

• Requires a balance of linear and non-linear thinking

• Significant implications in marketing intelligence, knowledge management, MO assessments, product portfolio and marketing mix management, process design, marketing IT, leveraging VoC, demonstrating return on marketing , etc.


Systems Thinking in MO

3 C’s5 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

See What Marketing Ops Thought Leaders are Saying!

Benchmarking study:adopt best practices,

avoid pitfalls,build your MO roadmap!

MOpartners.com/resources/store

Follow our blog!

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tinyurl.com/Mktg-Ops

Online talk show with execs from Autodesk,

Clorox, Genworth, NetApp, … and more!


Jump-start Your Organization’s Awareness of Marketing Operations Improvement Opportunities

Socialize your assessment results through this coffee table book with more than 2 dozen analyses and recommendations. Excerpts from 88-page MO:DNA report:

www.MOpartners.com/resources/MO-DNA© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

Advance Your Expertise in Marketing Operations

1) Impact & Promise of Marketing Ops

2) Mobilizing Strategic Impact for Corporate Growth

3) Designing Marketing Infrastructure for Results

4) Journey to Marketing Ops Maturity

Marketing Operations Essentials: 4 modules available online, in-person, or hybrid

www.MOpartners.com/resources/© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

Join the Marketing Operations Future ForumThe Forum takes you on a discovery process that alters your viewpoint

to manage any aspect of marketing more efficiently and effectively

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5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness

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