Marketing Operations must bridge the gap between IT and Marketing in order to drive growth across your business - however for this to take place organisational culture change must occur. Marketing Operations bridge the left/right brain divide and bring an enhanced level of effectiveness into your business by combining IT and marketing functions in one dedicated team. Bridging these two previously separate disciplines requires a cultural shift - silos must be broken down and all aspects of the business, including Sales, must be brought into play. The reward for driving such an organisational culture change is an enhanced understanding of the customer, increased visibility of metrics of success across all departments and ultimately business growth. Find out how Marketing Operations can be enabled through driving cultural change through your business. Discover why collaboration is at the centre of driving Marketing Operations, download: http://interact.crmtechnologies.com/successful-execution-of-your-marketing-ops-strategy

1. DRIVING AN
OPERATIONS LED
ORGANISATIONAL
CULTURE
CHANGE IN YOUR
ENTERPRISE
LEFT AND RIGHT,
MEET IN THE MIDDLE1
NO MORE SILOS
FOCUS ON THE
CUSTOMER, NOT
THE TEAM
COMPLETE THE
CULTURE SHIFT,
INVOLVE SALES
THE REWARD?
TAKEAWAYS
Marketing Operations must bridge the gap between
IT and Marketing in order to drive growth across
your business - however for this to take place
organisational culture change must occur.
Marketing Operations change how companies
operate, so buy-in at the top from the CMO is
essential.
Marketing Operations requires organisational
culture change.
Early wins are essential to bed in a new team.
With these early ‘wins’ in place, the
organisational culture change can’t stop there.
When an organisational culture change
enabling Marketing Operations is done well,
McKinsey estimates it provides a 15% to 25%
improvement in marketing effectiveness,
as measured by return on investment and
customer-engagement metrics.
Marketing and IT are often seen as opposing
departments, one typically being more
creatively driven, while the other is driven by
the need to be more logical and analytical.
IT controls the systems and data, Marketing is
responsible for customer engagement.
A good place to start is mapping out customer
journeys offline and online and to understand
your typical customers - persona generation.
Marketing Operations must liaise with Sales to
identify early on what future customers look
like and how they can be best targeted. A
virtuous loop is created.
Where the two intersect lies Marketing
Operations – a team that combines IT
skills and data analysis with creativity and
imagination.
But silo mentality needs to be broken down.
What are the crucial customer touch points,
where are the key conversion points?
Marketing Operations needs to work with
fulfilment and customer care teams to ensure
the customer experience is optimised.
The team must not represent IT or
Marketing, but Marketing Operations.
Marketing Operations can devise innovative
multi-channel campaigns to reach
prospects with messaging that alters at
different stages of the process.
Technology can be deployed to measure
success there and then, not in a quarterly
backwards looking Excel sheet.
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4
5
Marketing Operations can improve marketing
effectiveness but it requires cultural change.
You need to incorporate all teams into the
cultural change and ensure that everyone
benefits from it.
The customer should still be at the centre
of your change approach and Marketing
Operations should create a multi-channel
campaigns to reach them.
Marketing Operations is critical to prove the
value and contribution sales, marketing and
IT make to the business and is essential to
improve efficiency.
TRANSFORMSTRATEGISE EXECUTE
SUCCESSFUL
EXECUTION
OF YOUR
MARKETING
OPERATIONS
STRATEGY
THROUGH CROSS
ENTERPRISE
COLLABORATION
WWW.CRMTECHNOLOGIES.COM
Discover why collaboration is at
the centre of driving Marketing
Operations, download:
SUCCESSFUL
EXECUTION OF YOUR
MARKETING OPS
STRATEGY THROUGH
CROSS ENTERPRISE
COLLABORATION
DOWNLOAD NOW