Digital Marketing Operations Archetypes - MarTech 2014

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Digital Marketing Operations presentation from the inaugural MarTech marketing technologist conference in Boston Aug 20, 2014. Presented by Jason Heller.

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Today's connected and empowered consumer is the catalyst for change within marketing organizations, inspiring systemic digital transformation. But achieving digital maturity and leadership is not as simple as increasing digital budgets, adding headcount to legacy org silos, or even hiring a marketing technologist.

Making the most of your digital marketing investments means evolving your marketing operations structure: the people, culture, processes, systems and partnerships that enable the full spectrum of digital capabilities. This session will highlight pitfalls to avoid and provide best-in-class examples of how enterprises are successfully reinventing marketing operations.

Published in: Marketing

Digital Marketing Operations Archetypes - MarTech 2014

  1. 1. The New [Digital] Marke2ng Opera2ons Archetypes Jason Heller 1 Aug 20, 2014
  2. 2. § 20 year digital veteran § “Recovering” digital agency exec § CEO, Agili2 § External expert for McKinsey & Company 2 Context and background @jasonheller
  3. 3. 3 It” Know We As Marke2ng of End “The “The Death of Tradi2onal Sky Falling” Let’s stop the hyperbole and get practical Media” “The is
  4. 4. 4 That said … 84% Agree that marke8ng is undergoing a revolu8on (Adobe survey 2014) 78% Expect digital and mobile to transform their business within 5 years (Accenture survey 2014) 61% Marketers agree that their role will change within the next year (Adobe survey 2014)
  5. 5. 5 Marketing transformation has measureable results 2x – 3x greater revenue growth Organiza8ons with “excellent” marke8ng capabili8es outperform their market (McKinsey research 2013)
  6. 6. 6 Marketing transformation has measureable results 23x outperform in customer acquisi2on 2x 9x outperform in loyalty outperform in profit Companies that use customer analy8cs extensively (McKinsey research 2013)
  7. 7. The modern consumer is the catalyst for creating the modern marketing organization 7
  8. 8. Marketers and agencies must develop new capabilities and org structures to adapt to a data-driven, fast paced, consumer empowered world § UX of everything § Crea2ng great content, and a lot of it § Managing a complex media ecosystem § Providing advanced analy2cs and insights § Collabora2on and workflow 8
  9. 9. Examples of how marketing’s role is expanding 9 Manage the en8re evolving customer journey Contribute to shaping business strategy Influence product innova8on Involved in opera8onalizing big data and insights Foster cross func8onal collabora8on Involved in employee engagement
  10. 10. 10
  11. 11. 11 Every organization must become more agile …
  12. 12. 12 “Culture eats strategy for breakfast” - Peter Drucker
  13. 13. Curiosity may be the most important characteristic of a modern marketing organization
  14. 14. 14 Who is your cultural champion? Priori8ze transforma8on Recruit a cross-­‐func8onal steering commiXee Secure funding and execu8ve support Protect and steward the transforma8on
  15. 15. 15 Org Digital marke2ng opera2ons Capabili8es Process, governance People, talent Agencies External Data Partners Strategic Partners Technology Internal Digital marketing operations and digital transformation must be viewed through a holistic lens
  16. 16. Capabilities The tangible resources and intangible characteristics that enable the customer experience and create operational productivity 16 Capabili8es Iden8fy gaps Priori8ze Accelera8on teams Develop business cases Con8nuous improvement
  17. 17. Organization There is no one size fits all solution 17 COE model Hub and spoke model Integrated model Funding model Service model Func8ons and roles “Legacy tax”
  18. 18. Most common COE’s and new roles 18 Digital investment Social media Innova8on CRM eCommerce Digital pla]orm Analy8cs Marke8ng technology Customer experience Mobile Marke8ng opera8ons Technology focused Customer focused Opera2ons focused Digital produc8on Content Data science CDO
  19. 19. Marketing is no longer an island … Orchestration 19 Collaboration Decision making IT Marke2ng Sales Finance Strategy HR Legal R&D
  20. 20. 20 Processes, governance Processes Implement agile processes, governance, standards, and the tool kits to help fuel innovation and impact
  21. 21. People / talent Manage your most valuable asset accordingly 21 People / talent Recrui8ng Skills, training Culture, incen8ves Engagement Reward, growth
  22. 22. 22 Principles for a modern marketing operating model § Have discipline, rigor, scru2ny § Be data driven § Develop new capabili2es § Define new roles and func2ons § Manage itera2ve processes § Op2mize resources & partnerships § Evolve the culture
  23. 23. Thanks for listening! Jason Heller 23 jason@agili8partners.com @jasonheller
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