Applying Marketing Operations Best Practice Framework

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How to accelerate your roadmap to marketing operations excellence to optimize return on marketing investment.

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Applying Marketing Operations Best Practice Framework

  1. 1. Applying a Best Practice Framework to Your Marketing Operations Function Center your business on customers as the key to growth: accountability, alignment & agility
  2. 2. Ecosystem Alignment Marketing Operations Best Practice Framework MetricsProcessGuidance Infrastructure Management Technology Strategy Ecosystem Alignment © 2012 Marketing Operations Partners, Inc. All Rights Reserved. MO Best Practice Framework
  3. 3. Marketing Operations Strategy = planning & decision-making processes • Includes linkage of Marketing strategy to enterprise strategy • Includes development of Marketing Operations roadmap to deliver Marketing strategy • Includes Marketing Operations reviews to check Marketing health and ensure Marketing initiatives remain in alignment with Marketing (and enterprise) strategy • Key elements reinforcing strategy include cascading goals, change management, environmental analysis, force-field analysis, go-to-market planning, stakeholder analysis, SWOT, values, vision and mission Defining Marketing Operations Strategy © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  4. 4. Guidance = The integration of direction, knowledge, norms, policies, procedures, systems and structures to feed the development of process and metrics • Other key guidance inputs include rules of engagement, lessons leaned, best practices • Key to effective alignment, knowledge sharing, learning and change management • Facilitates better decision-making • Specifies competency development/training requirements • Supports Marketing governance Defining Guidance © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  5. 5. Process = a series of organized transactions that convert input to outputs (results). A defense against chaos. • Analytics • Bills of Materials (BOMs) • Brainstorming • Brand Management • Budget Approval • Campaign/Program Development • Charter Definition • Content Development /Approval/Distribution • Customer Experience Management • Product Launch /Go-to- Market • Product Lifecycle Management • Roles & Responsibilities Clarification • Six Sigma • Stock-keeping Units (SKUs) • Vendor management • Workflow • Customer References • Field Communications Forecasting • Lean Enterprise • Lead Management • Market Research Measurement Tracking & Reporting • Planning • Purchasing • Pricing Example Marketing Operations processes include: Defining Process © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  6. 6. Metrics = standards of measurement against a specified level of performance. Performance parameters. • Typical activities include definition, alignment with enterprise metrics, cascading accountability • Metrics can be activity-based, operational, outcome-based, leading indicators or predictive Source: Laura Patterson, VisionEdge Marketing High-level metrics and associated key performance indicators include: Acquisition-related: Market Share Retention-related: Lifetime Value Monetization-related: Brand Equity • Share of preference • Share of voice • Share of distribution • Rate of customer acquisition • Purchase frequency • Share of wallet • Customer duration • Loyalty • Price Premium • Customer Franchise • Rate of New Product Acceptance • Net Advocate Score © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Defining Metrics
  7. 7. Technology = tools that support Marketing activities • At the individual, department, enterprise, and ecosystem levels Types include: • CRM • Enterprise Marketing Management • Marketing Resource Management • Marketing Operations Management • Marketing Asset Management • Campaign/Offer Management • Lead Management/Nurturing • Database and E-Mail Marketing • Digital Asset Management • Content Management • Knowledge Management • Marketing Portals • Dashboards & Scorecards • Business Intelligence • Predictive Analytics Defining Marketing Operations Technology © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  8. 8. Ecosystem = The host environment for Marketing Operations efforts • Comprises the economic, social and political factors that drive or inhibit goal achievement • Includes the cross-functional interactions with stakeholders essential to marketing success • Alignment with stakeholders is key to successful ecosystems management Defining the Marketing Operations Ecosystem © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  9. 9. Infrastructure = integration of process, technology and metrics • Provide the means to improve efficiency, effectiveness and accountability of the Marketing function • Reinforces optimization activities • Enables achievement of the Marketing vision © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Defining Marketing Operations Infrastructure
  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

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