Operational Marketing Excellence


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Paragon, Connecting Marketing Resources since 1995
De marketingoperatie goed organiseren is complex en kost veel tijd. Zeker voor sterke merken waarvoor consistentie in cross channel marketing essentieel is. Wij helpen om marketingprocessen regionaal, landelijk en internationaal te stroomlijnen. Met als resultaat dat complexiteit, kosten en doorlooptijden gereduceerd worden en de kwaliteit verhoogd. Dat doen we, als bruggenbouwer tussen ICT, marketing en communicatie, met passie voor marketing en techniek. Duizenden gebruikers vertrouwen op onze software die wordt gebruikt in meer dan 40 landen. Klanten zijn o.a. Alliander, Booking.com, TNO, Opel en Achmea. Lees verder op www.paragon.eu

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Operational Marketing Excellence

  1. 1. Operational Marketing Excellence 4-7-2012 Paragon BV 2012 1
  2. 2. 5.9% “Marketing is the least efficient process in the business today, while at the same time being one of the most important” Produce & Manage: $270 Billion 3.4% Media & Promotion $930 Billion Philip Kotler & Robert Shaw IT Marketing Spending as a % of Revenue for Global 1000 “While strategy is the differentiator for creating competitive advantage, operational efficiency is a prerequisite” Accenture Michael Porter 4-7-2012 Paragon BV 2012 2
  3. 3. Half of the marketing operations budget is wasted Marketing campaigns not aligned with marketing strategy Duplicate tasks Waist of printed material Reinventing the wheel Not acting upon measured data Spending high value time on low value activities …….. 4-7-2012 Paragon BV 2012 3
  4. 4. Marketing Function Challenges Leverage resources Customers Products Channels Brand Information Develop capabilities Coordination Analytic skills Customer insight Market insight Knowledge management Day-to-day productivity Focus on value add Collaboration Marketing must find the time to leverage CRM. Effective CRM requires that marketing be involved in leveraging enterprise wide customer data to glean relevant insights, to work closely with sales and customer service to leverage the derived insights, and to monitor deployed programs for ongoing refinement. More than ever, the science of marketing demands strong analytic and strategic skills. The art of marketing increasingly involves finding creative ways to translate customer segment, value-driven marketing strategy and relevant customer insights and preferences into actionable tactics that uniquely leverage each customer interaction. Such a vision requires the marketing function to increase the efficiency of its day-to-day operations. At present, far too much time is spent on uncoordinated, tactical execution of marketing programs, with little if any automation or knowledge management. There is a clear need to manage the increasing complexity of marketing efforts, and a desire for faster speed to market and greater marketing efficiency and effectiveness. Adoption of marketing resource management (MRM) applications will help marketing automate time-consuming planning and program management, allowing for a greater focus on high-value activities such as customer analytics, segmentation and collaboration with other functions and partners to orchestrate customer interactions. woensdag 4 juli 2012 (c) Paragon 2011 4
  5. 5. Evolution of the marketing function Coordination Develop capabilities Leverage resources Fragmented, uncoordinated efforts Coordinated marketing resource management Execution automation; attention on value-add analysis and fine tuning Product focus lacking insight or collaboration Focus on value of customer with metrics & analytics Customer value focus; real-time, interaction management Lacking skills; more than 50% waste or misallocation Some customervalue-based resource allocation Customer value-based strategic Asset portfolio management Evolution of the marketing function requires overcoming significant obstacles. As markets have become ever more fragmented, the marketing function has become increasingly consumed with its day-to-day operations, leaving little time to rethink its strategies and tactics. Marketing must transform its own function if it is to add value to the process of customer-centric transformation of the overall enterprise. The marketing function must leverage technology to enable higher levels of productivity and enhance the enterprise’s ability to derive and leverage customer insights. As important, marketing must find the time to enhance the efficiency of day-to-day marketing activities, decreasing logistic costs and time needed to bring ideas to market, as well as shifting time from lesser-value tasks to higher-value activities such as research and analysis, strategic planning and collaboration with internal and external partners. 4-7-2012 Paragon BV 2011 5
  6. 6. How to evolve? Integrated Automation Companies can not run 50 campaigns simultaneously in an efficient way by using email and Excel • Sales uses CRM Customer Relationship Management • Marketing uses….. MRM Marketing Resource Management 4-7-2012 Paragon BV 2012 6
  7. 7. What is Marketing Resource Management (MRM)? Plan and Budget There are multiple definitions of Marketing Resource Management in the market today. $ Create and Develop ‘An integrated solution to orchestrate and optimize the use of internal and external marketing resources.’ $ Measure and Report Definition by Gartner: Collect and Manage Fulfill and Distribute MRM focus… Process re-engineering and automation of marketing operations to facilitate optimal use of marketing resources • MRM is visibility and coordination of companywide marketing operations. • MRM applications serve as an integrated solution to support key marketing processes in a single interface. • MRM enables a wide variety of marketing users to collaborate on different projects, manage project timelines and associated finances. 4-7-2012 Paragon BV 2011 7
  8. 8. Plan & Budget MRM Platform: 14 modules Budgeting Planning Designed & created by Paragon Campaign & Project Management Workflow & Approval Create & Develop Measure & Report Collect & Manage Guidelines Document Editor Template Designer Digital Asset Management Reporting & Dashboards Fulfil & Distribute 4-7-2012 Shop & Stock Control Direct Marketing Campaigns Advertising & Media E-mail Marketing Campaigns Paragon BV 2012 8
  9. 9. MarketingOne Solution Examples Media Library (Digital Asset Management) Campaign & Project Management Brand Portal Web 2 Print Local Marketing / franchise Virtual Media office Our solutions are based on: ‘best practices’ in real life marketing operations The modules you need for your current needs MarketingOne is delivered as SaaS or ‘on premises’ 4-7-2012 Paragon BV 2012 9
  10. 10. Case examples Country: The Netherlands Solution: Marketing Portal/ DAM, MRM, Campaign Management Main purpose: Managing marketing assets and campaigns System users : 600+ Countries: Netherlands, Belgium, Luxemburg Solution: (Local) Marketing Portal, MRM Main purpose: Advertising, Point of Sales, personalize and order, virtual media office, budget control for headquarters System users : 500+ Country: The Netherlands Solution: Brand Portal, MRM Main purpose: Manage CI and self service for personalizing, production and ordering of marketing materials System users : 4000+ Countries: Offices in America, Europe, Asia and the Middle East Solution: Brand Portal, MRM Main purpose: Manage CI, self service for personalizing marketing materials and order other office print work System users : 50+ Countries: Offices worldwide Solution: Campaign management, and approval system. Main Purpose: Manage campaigns worldwide, approve materials System users : 150+ 4-7-2012 Paragon BV 2011 10
  11. 11. About Paragon Established in 1995 Offices in Deventer (Nederland, HQ) en Chennai (India) More than 50 employees Core business, developing software for: Marketing Management Brand Management MRM 4-7-2012 Paragon BV 2012 Paragon BV Mr. H. F. de Boerlaan 26 7417 DA Deventer +31 570 665700 info@paragon.eu 11