7 Deadly Sins of Marketing

2,119 views
2,006 views

Published on

7 ways Marketing Operations is your company's best bet to...

Ensure that success can be measured and replicated

Leverage systems and processes to enable consistently excellent performance

Run its marketing department more like a business.


Read more: http://www.marketingprofs.com/5/katz1.asp#ixzz2KvwH1ikT

Published in: Business
1 Comment
0 Likes
Statistics
Notes
  • Marketing Efficiency Self-Assessment (free mini-report) --
    Take the free trial assessment of your Marketing organization's efficiency (mktg resource mgt) and see what you can learn through this nifty customized coffee table book http://www.MOpartners.com/mo-dna
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
2,119
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
15
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

7 Deadly Sins of Marketing

  1. 1. The 7 Deadly Sins of Marketing Center your business on customers as the key to growth: accountability, alignment & agility
  2. 2. • Marketing departments must justify their existence • Now more than ever • Perceived lack of accountability • Easy target for cuts • Marketers untrained in statistics • Broken systems frustrate measurement • Many hesitate to invest in evaluating program success © 2012 Marketing Operations Partners, Inc. All Rights Reserved. SIN #1: Ill-Defined Metrics
  3. 3. • Age of the “Individual Contributor Director” • Big title, scare resources, little authority • “Do more with less” mentality • Marketers feel overwhelmed, burned out, ready to jump ship • Over-dependency on heroes, martyrs & superstars • High turnover, costly mistakes, silos of knowledge • Collapsed programs as key people leave or burn out • Potential winning programs left abandoned from lack of owner © 2012 Marketing Operations Partners, Inc. All Rights Reserved. SIN #2:Slammed Resources
  4. 4. • Marketing depends on accurate info, a historical view and pattern recognition • Knowledge in many marketing organizations is scattered all over the place • When people leave, huge chunks of organizational knowledge is lost • Info loss is major productivity killer and contributes to less effective decision-making • Previous marketing investments are wasted when lost insight must be regained or reacquired © 2012 Marketing Operations Partners, Inc. All Rights Reserved. SIN #3: Leaky Institutional Memory
  5. 5. • Marketing is valued for creativity but increasingly constrained in expressing it • Inspired creativity is supported by strong collaborative processes • Creative burden on one outbound marketer (the “individual contributor director”) limits out of the box thinking • Poor knowledge management impacts creativity • Lack of agreement and direction in company (mission, vision, values) also inhibits creativity © 2012 Marketing Operations Partners, Inc. All Rights Reserved. SIN #4: Constipated Creativity
  6. 6. • Most enterprises operate in silos and are not structured for effective collaboration • Competitive, power and control-type structures pit colleague-against- colleague • Poor alignment of rewards systems only perpetuates this status quo • Internal communication processes often lack authenticity and accountability • Communication disabilities and misalignment from within naturally flow outward to customers, investors, the market, etc. Source: * IDC Executive Brief, “Tech Marketers: Use the Marketing Mix to Build Awareness Plus Demand”, February 2004 © 2012 Marketing Operations Partners, Inc. All Rights Reserved. SIN #5: Dysfunctional Relationships
  7. 7. • According to IDC*, marketing outsourcing is becoming more common, as vendors seek to maintain or expand program execution without incurring additional full-time employee costs • Most successful organizations can point to effective long-term marketing supplier relationships as key • Conversely, a pattern of failed supplier relationships often indicates marketing department failure, rather than poor vendor performance • The “bring everything in-house strategy” • The myth that superstar performers are also superstar managers © 2012 Marketing Operations Partners, Inc. All Rights Reserved. SIN #5: Dysfunctional Relationship (continue) Source: * IDC Executive Brief, “Tech Marketers: Use the Marketing Mix to Build Awareness Plus Demand”, February 2004
  8. 8. • Many corporate marketing budgets leave program budget on the table or allocate it to the wrong initiatives • Time consuming to manage budget effectively • Each marketing spend-decision creates more work • Doubt about ability to successfully justify expenditure to management • Focus instinctively on high-visibility activities and C-level “requests” over fiscal management • Most decision-making processes are not explicit, leading to a lack of accountability © 2012 Marketing Operations Partners, Inc. All Rights Reserved. SIN #6: Poor Decision-Making
  9. 9. • Many companies align fate with success of too few marketing programs • Over-reliance on any one particular program can derail a company if key program loses momentum • Many potentially high-leverage programs never get off the ground • For example, customer references, lead nurturing • Companies attempting to do all their marketing online are violating two well-known principals: • Don’t put all your eggs in one basket • Meet the buyer in the channel in which they are most motivated to buy, not the one in which you are most motivated to sell © 2012 Marketing Operations Partners, Inc. All Rights Reserved. SIN #7: Inadequate Marketing Portfolio
  10. 10. We guide marketing organizations to become a value center We are front-runners in Marketing Operations to create a consultancy dedicated to Marketing Operations to publish an article on MO to create a college course on MO to teach a professional symposium on MO to conduct a benchmarking study of MO practices © 2016 Marketing Operations Partners. All Rights Reserved. 1st 1st 1st 1st 1st Companies we’ve influenced: (partial list)
  11. 11. © 2016 Marketing Operations Partners. All Rights Reserved. Organization-wide efficiency and effectiveness raise Marketing performance, agility and ROI Ask us about our model for Marketing Maturity Strategy: holistic vision, fact-based decision-making Guidance: competency development, governance Process: workflow, lean/six-sigma, supply chain Metrics: profitability, predictive analytics, alignment Technology: enterprise marketing / portfolio mgt Ecosystem: collaboration with key stakeholders Infrastructure: back-end integration of processes, metrics, technology Request your marketing maturity assessment and roadmap ChangeMyMO@MOpartners.com
  12. 12. tel +1 408 243 7881 • Twitter.com/MOpartners Twitter.com/MktgFuture • Slideshare.net/MOpartnersCEO • LinkedIn Groups: Marketing Operations Partners Marketing Operations Future • Youtube.com/c/marketingfutureforum MarketingFutureForum.com Join@MarketingFutureForum.com MarketingFutureForum.com ChangeMyMO@MOpartners.com Center your business on customers as the key to growth: accountability, alignment & agility

×