A_Marketing_Operations_Approach_to_Customer_Reference_Management

Gary Katz |Founder, Marketing Operations Partners

Leads first ready-to-go COO and change management team for the marketing department

Also CEO & Founder of CommPros Group, Inc.

20+ years experience leading corporate marketing, marcom, PR, IR, lead conversion, & change management

Certified Strategic Planning Process Facilitator

BMA National Board and Thought Leadership Committee member

Teaches 1 st course on Marketing Operations at UCSC Extension

MS in Organization Development, BA in Public Relations

Joshua Horwitz | Founder, Boulder Logic

Founder of Boulder Logic, a software firm specializing in Customer Reference Management.

Over 15 years as a technology executive with roles in Program Management, Sales and Marketing. MBA from Babson Graduate School of Business.

Instrumental in the Customer Reference programs at leading firms including: Siemens, Microsoft, Lenovo, ADP, and NetApp.

What is Marketing Operations?

A systematic end-to-end operational discipline to:

Drive efficiency, consistency, alignment, accountability

Replicate best practices

Build a foundation for Marketing Excellence

A holistic framework to apply processes, technology, guidance and metrics to run Marketing as a:

Profit/value center

Growth driver

Change catalyst

Fully-accountable business

Marketing Operations: Sphere of Influence © Marketing Operations Partners, 2009

MO Best Practice Framework Metrics Process Guidance Infrastructure Management Technology Strategy Ecosystem Alignment © Marketing Operations Partners, 2009

What is Customer Reference Management?

What is it?

Tools and process for promoting and managing how customers participate in the sales and marketing process.

Why is it important?

“ If you have a customer who is on the fence about purchasing your product or services, there is nothing as effective as a customer reference to push them to act.” – Gartner Analyst

Managing the Customer Reference Universe

Where is the financial impact of customer reference management? Revenue Increase Expense Decrease Added Profit 3 to 5% increase in deals closed ~4 hours sales productivity lost per reference

Why is the mindset of marketing operations important to customer reference management?

How should marketing operations be applied to customer references?

How does technology play a role in bringing marketing operations to customer references management?

What are the challenges you are likely to face when getting started?

What elements are critical to the success of this approach?

What are the results you should expect to see when done right? Business Impact