Marketing Operations: MObilizing Marketing For A Web 2.0 World

Marketing Operations 2.0: MObilizing Marketing for a Web 2.0 World

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

It`s Not the Wild Wild West any More


It`s a Web 2.0 World Now

• Efficient new channels & tools

• A collaborative platform to engage customers, stakeholders

• Greater focus on org. integrity & transparency


Web 2.0 Has Transformed Marketing From Outside In


It looks Like Chaos…

Information Superhighway 2.0


But There`s Order Within Chaos

Product Mgmt Marcom

Lead GenSocial Media

PR Channel MktgEventsWeb Alliances

© 2012 Marketing Operations Partners. All Rights Reserved.

Marketing is Broken Inside Most Companies

Silos

• Measurable data in 2000

Metric Data

Fine granularity needed for better decisions

Metric Data

• Measurable data now


Information Overload

• 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


7 Deadly Sins, Letterman-Style


It`s Time to Change the MO of Marketing!There`s Help for Program Drivers!

Product Mgmt Marcom

Lead GenSocial Media

PR Channel MktgEventsWeb Alliances

• New initiatives, tools strengthen operational muscle, agility

• Holistic framework mobilizes x-functional alignment, accountability behind strategy

• Greater emphasis on org. integrity & transparency


Marketing Operations. The Yin to Web 2.0`s Yang


Internal Transportation System: MO 2.0


Highways, Roadways and Bridges . . .


Means of Transportation


Traffic Controls & Signals


Driver`s Handbook


Driver`s Ed, Training & Licensing


Mechanics Tuning the Engine


Alignment Specialist


Navigational System


Roadmap


MetricsProcessGuidance

Infrastructure Management

Technology

Strategy

EcosystemAlignment

MOdel for Sustainable Success

• Enterprise Strategic Objectives

• Gap Closing• Over some

period of time• Objective #1• Objective #2

• Decisions & Doing• Investments• Measures• Programs• Initiatives• Activities• Alignment

• Gaps to Close•Priorities•Leverage•Now vs. Later

• Goals & Gaps• Economic• Experience• Business

(Ethics, Principles, Values)

Alignment of Stakeholders

with each other

Alignment of Stakeholders

with each other

Balanced Returns to

Each Stakeholder

Balanced Returns to

Each Stakeholder

Maximum Overall

Satisfaction

Maximum Overall

SatisfactionSuccess!Success!

START


Aligned Objectives

A Strategic Foundation for Marketing ExcellenceA Strategic Foundation for Marketing Excellence

A Holistic FrameworkA Holistic FrameworkAlignment Integration

A Best Practice Enabler A Best Practice Enabler Consistency Sustainability

An Operational DisciplineAn Operational DisciplineEfficiency Accountability

MO 1.0 MO 2.0

✓

✓

✓

✓

✓✓

✓✓


Marketing Operations: A Definition

Scaling for Growth

EnterpriseStrategic Agenda

Customer Profitability

BuyingAcceleration

Accountability Alignment withStakeholders

MarketingIntelligence


Marketing Operations: Sphere of Influence

• Converting Insight into Value (Marketing Intelligence)

• Accelerating Sales/Buying Process (Sales Acceleration)

• Scaling Marketing for Growth

• Delivering Strategic Agenda

• Maximizing Customer Profitability

• Demonstrating Return on Marketing (Accountability)


Six Top Marketing Challenges and How MO Addresses Them

Lack of Confidence inBusiness Intelligence


Challenge:Converting Insight into Value

Lack of Confidence in Business Intelligence

Solution:Converting Insight into Value

Benchmark Best Practices

Validate Market Demand

Assess Insight/

Opportunity Gaps

Baseline What We Know/What We

Don’t MO BreedsActionable Insight and Innovation


No or Slow - Growth...Disappointing Revenue Results

Challenge:Accelerating Selling/Buying Process


No or Slow Growth

Solution:Accelerating Selling/Buying Process

Integrate Buying/Selling

Cycle

Feed Sales Pipeline

Optimize Sales/ Marketing Hand-offs

Leverage Loyalty Assets

MO Aligns Sales/

Marketing Effort


Marketing in Reaction Mode

Challenge:Scaling Marketing for Growth


Marketing in Reaction Mode

Solution:Scaling Marketing for Growth

Diagnose Marketing Health

Architect Enabling Shared Processes

Optimize Marketing Investment

Develop Marketing Competency

MO MObilizes Resources


Every Strategy/Budget Cycle-- a Free-for-All

Challenge:Delivering the Strategic Agenda


Catalyze Shared Vision

Strategy / Budget Cycles are Free-for-Alls

Solution:Delivering the Strategic Agenda

Ensure Message Integrity

Live the Brand

SocializeMarketing Change

MO RealizesStrategy


The Price of Acquiring & Keeping a Customer is Growing

Challenge:Maximizing Customer Profitability


The Price of Acquiring & Keeping

Customers is Growing

Solution:Maximizing Customer Profitability

Calculate Customer Lifetime Value

Capture Customer Decision Drivers

Win Back At-Risk Customers

Mobilize to Meet Customer Expectations

MO Delivers

Customer Experience


Marketing on Defensive to Show Contribution

Challenge:Demonstrating Return on Marketing

“Much of what marketing can contribute right now is seen as less tangible because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America


Marketing on Defensive To Show

Contribution

Solution:Demonstrating Return on Marketing

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


Change ManagementCompetency DevelopmentEnterprise Metrics AlignmentOrg. Learning CatalystStrategic Management

Fundamental MO

Budget Management CRM Marketing ServicesVendor Management

Expanded MO

Sophisticated MO

Marketing AutomationBest PracticesRewards AlignmentProcess DesignKnowledge Management


3 Stages of Marketing Operations Maturity

• With Sales• With Enterprise Metrics

> 20%CAGR’03-’07

Strong BrandIdentity

ProcessExcellence

• Budgeting• Brand Management• Customer Management• Planning • Product Lifecycle Management

• Predictive Analytics for Revenue & Budget Planning Processes

Alignment

ExecutionExcellence

Profile of Marketing Operations Best Practices


• Stronger position during budget scrutiny

• Part of a learning-oriented environment

• Better utilization of your unique talents

• Greater job satisfaction


Benefits of New MO – For Marketing Professionals

• Injection of left-brain thinking

• Shift of priorities from short- to long-term

• An operational partner, a Chief of Staff

• Increased tenure


Benefits of a New MO – for CMOs

• Better x-functional alignment

• Decreased employee, customer churn

• Greater contribution from marketing

• Win in the market


Benefits of a New MO – for CEOs

• Journey to Marketing Operations Maturity Benchmarking Study

by Marketing Operations Partners

• Calibrate How You Operate by The CMO Council

• The Profit Maximization Paradox: Cracking the Marketing/Sales Alignment Code by Glen Petersen

• Marketing Metrics in Action by Laura Patterson

• Marketing 2.0: Bridging the Gap between Buyer and Seller through Social Media Marketing by Bernie Borges

• Marketing Operations Future Forum on LinkedIn

• Marketing Operations Cross-Company Alliance (MOCCA)

Other Resources:

IDC, Sirius Decisions, Aberdeen, Forrester Research


Great Marketing Operations Resources

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!

MOpartners.com/blog

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 OpportunitiesSocialize 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

www.MOfutureforum.com© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

Let’s Keep in Touch!

tinyURL.com/MOfutureforum@[email protected]/Mktg-Ops

[email protected]

US +1 408 243 7881London +44 (0)20 7193 7682Singapore +65 8183 4022


Marketing Operations: MObilizing Marketing For A Web 2.0 World

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