Saepio Webinar Marketing Asset Mgmt M Becker


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Marketing Asset Management webinar sponsored by Saepio Technologies, presented by MarketSphere Consulting.

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Saepio Webinar Marketing Asset Mgmt M Becker

  1. 1. Saepio Webinar Series MARKETING ASSET MANAGEMENT 101
  2. 2. Welcome to MAM 101 • Webinar Series Objective – Marketing Asset Management Primer that is  • Impartial. • Informative. • Valuable. – Things you’ll learn about MAM What is it? • Why it’s important. • How it should be implemented. • How it works. •
  3. 3. Putting It All Together: Successful Marketing Technology Strategies for  Distributed Marketing Networks. Presenter – Mayer Becker  National Practice Director, MarketSphere Consulting
  4. 4. Henry Stewart – New York Report • Show Summary • Key Messages / Themes • Implications for Corporate Marketers
  5. 5. © 2008 MarketSphere Consulting LLC Putting It All Together – Marketing Technology Strategies A webinar sponsored by Saepio Technologies, Inc. – May 13, 2008
  6. 6. About MarketSphere The MarketSphere Enterprise Marketing Management  (EMM) Practice addresses the needs of the Chief  Marketing Officer (CMO) and the marketing organization. Our unique transformational approach combines process  and organizational change with adoption of new  marketing automation technologies that drive customer,  financial and operational insights, more effective  marketing programs and a higher return on Marketing  Investment (ROMI). MarketSphere services include vision and roadmap  development together with software selection,  marketing process improvement, software  implementation and product training for the Aprimo® and Unica® EMM product suites. © 2008 MarketSphere Consulting LLC 6 05-13-08
  7. 7. Agenda Saepio Webinar – May 13 2008 Welcome! Issues facing the CMO and Marketing The new Marketing Operations function Roadmap to Technology Adoption Questions & Answers © 2008 MarketSphere Consulting LLC 7 05-13-08
  8. 8. Issues facing the CMO and Marketing Internal issues • CEO urges marketing to lead innovation and growth • CFO wants visibility into marketing performance; asks for more  accountability; Sarbanes‐Oxley compliance • Disconnect between the languages of finance and marketing • Turnover of chief marketing officer (CMO), CFO or CEO • Flat or reduced budgets and headcount in marketing (and elsewhere) • Staff turnover  • Lack of “corporate memory” © 2008 MarketSphere Consulting LLC 8 05-13-08
  9. 9. Issues facing the CMO and Marketing External issues • Faster time‐to‐market • 24x7 markets • Traditional competitors have become more effective marketers • Consumers have more choice • New competitors from internet sites • Manage and integrate proliferating communication channels • Agencies as project resources versus long‐term AOR • Agency staff turnover • Short‐term, quarterly financial reporting for public companies © 2008 MarketSphere Consulting LLC 9 05-13-08
  10. 10. Marketing Industry Snapshot Since 2003 global companies have new imperatives: • Identify more accurately and conclusively the return on marketing  investment at all levels of detail, to demonstrate value • Gather and analyze significant amounts of customer data, to enable greater  insight into customers • Gather and analyze operational and financial data, to improve the  effectiveness of programs while driving down the cost of marketing • Preserve and protect marketing intellectual property, to insure compliance,  facilitate reusability and preserve corporate memory • The result is a focus on operational efficiency and program effectiveness ‐ through a combination of marketing governance policies, coordination through  a departmental PMO, and adoption of Marketing Resource Management  software. © 2008 MarketSphere Consulting LLC 10 05-13-08
  11. 11. The 5th Role of Marketing Product & Brand Innovation Marketing Operations Voice of the Revenue Customer © 2008 MarketSphere Consulting LLC 11 05-13-08
  12. 12. Marketing Operations “Chief of Staff” for the Chief Marketing Officer Marketing Governance to better manage return on investment (ROMI) Project Management Office (PMO) and Marketing Resource Management  software to better manage execution of marketing programs – “on time, on  budget, highly effective” Shared Services to more efficiently operate the department Enterprise Marketing Management strategy to ensure alignment of people,  process and technology with the goals and objectives of the marketing  department © 2008 MarketSphere Consulting LLC 12 05-13-08
  13. 13. Marketing Operations Organization © 2008 MarketSphere Consulting LLC 13 05-13-08
  14. 14. Marketing Governance Manage and control the marketing budget Monitor and report financial and operational metrics (KPI’s) Translate “finance speak” into “marketing speak” Ensure mapping (and reporting) of corporate objectives to marketing budgets and  results Recommend to CMO the optimal allocation of marketing dollars Audit financial performance of key suppliers; ensure compliance with corporate  purchasing guidelines Provide Sarbanes‐Oxley oversight Measurement: performance against plan(s), forecast accuracy,  increased year‐over‐year ROMI © 2008 MarketSphere Consulting LLC 14 05-13-08
  15. 15. Marketing Project Management Office Create and monitor the annual Marketing Plan Create and monitor the integrated Marketing Calendar Work with Brand, Product/Innovation, Voice of the Customer and Life Cycle  Marketing to translate corporate goals into action plans Hold quarterly reviews in conjunction with the CMO Operate a Marketing Resource Management application Monitor and publish reports and dashboards that combine customer, operational  and financial metrics and Key Performance Indicators Measurement: On‐time and on‐budget performance of action plans in  conjunction with assigned managers © 2008 MarketSphere Consulting LLC 15 05-13-08
  16. 16. Marketing Planning to Execution Model © 2008 MarketSphere Consulting LLC 16 05-13-08
  17. 17. Shared Services Manage marketing services Graphic arts and writing Web and email operations Marketing research & analytics Traffic and production management Manage day‐to‐day relationship with Agencies of Record Manage or coordinate with other marketing‐related functions like Customer  Service, Call Centers, or Fulfillment Centers Maintain labor standards and attain the optimal mix of staff, freelance and agency  resources Maintain service level standards and enforce brand consistency Measurement: reduction of cost of marketing , brand stewardship score,  “customer” satisfaction – service delivery level © 2008 MarketSphere Consulting LLC 17 05-13-08
  18. 18. EMM Strategy BACKGROUND The Marketing function is the last major business function to be addressed by  technology, beginning with CRM in the late 1990’s MS‐Office has been the technology workhorse of marketing Customer‐centricity has driven the need for CRM, campaign management and  customer analytics Customer adoption of Web 1.0/2.0 have driven the need for email and web  management tools, analytics, digital asset management and self‐service The need to prove ROI is driving the need for integrating all available customer,  operational and financial data around a marketing system of record ‐ to drive  insight, and demonstrate ROMI Applications and data are often managed in silos © 2008 MarketSphere Consulting LLC 18 05-13-08
  19. 19. Marketing Automation Ecosystem Entity Function System © 2008 MarketSphere Consulting LLC 19 05-13-08
  20. 20. EMM Strategy IMPLEMENTATION An Enterprise Marketing Management (EMM) strategy defines a roadmap: Alignment of technology to corporate/marketing goals Role‐based applications functionality Collection of data for reporting and analysis; drive insights Reusability of content Compliance Establish “Corporate memory” – marketing system of record Process re‐engineering and organizational re‐alignment go hand in hand with  implementation of technology 10‐year planning horizon for realization of an EMM strategy © 2008 MarketSphere Consulting LLC 20 05-13-08
  21. 21. Saepio MarketPort Example of an EMM technology map Used with permission of Saepio Technologies, Inc. © 2008 MarketSphere Consulting LLC 21 05-13-08
  22. 22. Roadmap to Technology Adoption Vision & Sponsorship Continuous Process Improvement Refinement Implementation Vendor & Adoption Selection © 2008 MarketSphere Consulting LLC 22 05-13-08
  23. 23. 1 – Vision & Sponsorship Goals: gain knowledge, define the project and its scope and impact on the  organization, demonstrate business need, secure a project sponsor Key deliverables: Knowledge base of market offerings o EMM Strategy: Vision & Roadmap o Project charter o List of stakeholders o Executive sponsor(s) and project team o Business Case with ROI analysis o Duration: Several years to a few months Cost: Soft dollar cost of employee’s and executive’s time; costs to  participate in industry educational events; cost for consultancy to aide in  development of Vision and Roadmap © 2008 MarketSphere Consulting LLC 23 05-13-08
  24. 24. 2 ‐ Process Improvement Goals: Understand how marketing processes work today, develop  functional requirements and implementation roadmap Key deliverables: Stakeholder interviews o High‐level workflows and process descriptions o Baseline metrics o Integration map with related systems o Functional specification o Duration: 6 – 8 weeks Cost: soft costs if done using internal resources, $75‐$125,000 using  consultancy © 2008 MarketSphere Consulting LLC 24 05-13-08
  25. 25. 3 – Vendor Selection Goals: understand how vendor applications/products meet defined  requirements; select vendor (and services providers) Participation of corporate purchasing Key deliverables: Vendor RFP and responses o Demo scripts and vendor ‘demo days’ o Scoring matrix and results o Vendor selection and negotiation o Duration: 4 – 6 weeks Cost: Soft cost of employee’s and executive’s time, lunches for the  vendors © 2008 MarketSphere Consulting LLC 25 05-13-08
  26. 26. 4 – Implementation & Adoption Goal: successfully install the software and train users Key deliverable(s): Communication and user adoption plans o Configuration and Implementation o Acceptance testing o User Training o Go Live! (and celebration!)  o Duration: determined by complexity of the software being installed; could  be implemented in phases over 6 – 18 months Cost:  software license fees, implementation fees, hosting fees (if ASP),  internal IT costs © 2008 MarketSphere Consulting LLC 26 05-13-08
  27. 27. 5 – Continuous Improvement Goal: refine processes, maintain the software, data and related systems,  keep up with industry trends  Key deliverable(s): Continuing training of users o Updates, upgrades and additional features to software o Accommodation of organizational changes, new corporate initiatives o Data cleaning and maintenance o Duration: On‐going throughout the life of the software (hardware);  3 – 5 years Cost:  software maintenance fees, hosting fees (if ASP), internal IT costs © 2008 MarketSphere Consulting LLC 27 05-13-08
  28. 28. Sample Roadmap to Technology Adoption © 2008 MarketSphere Consulting LLC 28 05-13-08
  29. 29. Next steps… Make yourself and your organization aware of trends in Marketing  Operations o Conferences and webinars o Industry analysts (i.e., Gartner, Forrester, Aberdeen) o Technology vendors – product knowledge Find a sympathetic ear in both IT and Finance and enlist their help Identify a corporate goal and explore how a streamlined marketing  organization and technology would serve to accomplish it Suggest a “marketing center of excellence” initiative to the CMO Become a change‐agent in your company! © 2008 MarketSphere Consulting LLC 29 05-13-08
  30. 30. Thanks for attending this  Saepio webinar!
  31. 31. MAM 101 Future Webinars ( • May 28 – Sharon Kinkade, Cartridge World • MAM in Action: Case study of Cartridge World’s success. • Recorded Sessions – Available On Demand at • Marketing Asset Management: Why distributed marketers need this  technology featuring Lisa Bradner, Forrester Research. • Thriving Amidst Change: Choosing the right technologies for engagement‐ based marketing featuring Aimee Roberts, Frost & Sullivan.
  32. 32. Putting It All Together: Successful marketing technology strategies for  distributed marketing networks. Your Questions.
  33. 33. Contact Information 877‐468‐7613 SALES@SAEPIO.COM WWW.SAEPIO.COM