Best Practices in Marketing Operations
 

Best Practices in Marketing Operations

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Best Practices in Marketing Operations Best Practices in Marketing Operations Presentation Transcript

  • Best Practices inMarketing Operations
  • High-Priority MO Challenges Emphasize Metrics, Strategy, Cross Functional Goals Measure Marketing ROI & Demonstrate Value 73% Balance of Marketing Strategy & Tactics 60% Common Goals for Marketing Success 57% Tied to Other Groups Justify Marketing’s Role & 49% Contribution to C-Level Executives Marketing Processes Enable 42% Internal Efficiencies & Effectiveness Collaboration & Synergy 26% Supported By Corporate Environment Coordination of Shared Processes Across Functions 22% Continuity to Maintain Institutional 12% Knowledge & Expertise Assimilate & Integrate Resources 6% Obtained From M&A© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Key Factors for MO Success Include Clarity, Consistency, Support & Buy-in Marketing Operations Success Factors s Marketing Operations Obstacles Clarity & Consistency Unsupportive Culture Supportive Culture Lack of Follow-Through Executive Buy-in Risk-Taking Penalties Performance Measurement Process Refinement & Automation Infrequent Delegation Source: Journey to Marketing Operations Maturity© 2012 Marketing Operations Partners., Inc. All Rights Reserved. Benchmarking Study, Marketing Operations Partners View slide
  • Accountability Plays Key Role in Journey to MO Maturity Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties 35% 85% Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews 45% 85% Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions 34% 83% Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies 45% 83% Group Memory Management Enduring repository of marketing information despite movement of individuals 36% 82% Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company 40% 80% Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions 31% 79% Key: X% At Inception of MO Function 0% 25% 50% 75% 100% | Current Performance Never X% Mid-2008 Target AlwaysPracticed Practiced© 2012 Marketing Operations Partners., Inc. All Rights Reserved. View slide
  • MO Maturity Journey Driven by Clear Goals, Formal Reviews Success Factors To-Date Success Factors Underway Marketing Accountability Setting specific Measure performance commitments; tracking & Clear goals Clear goals adjusting performance; Follow-up Executive buy-in/support rewards, penalties Employee development Incentives or rewards Management Between Reviews Keeping a pulse on Follow-up Follow-up action items during Formal ops reviews Clear goals time period between Clear goals Measurement or dashboard marketing ops reviews Balance of Strategic & Clear goals Tactical Elements Formal ops reviews Maintaining the big Anticipate future trends Executive buy-in and picture while making Employee development support day-to-day marketing Low-risk environment or execution decisions delegation © 2007 Source: Journey to Marketing Operations Maturity Benchmarking Study, Marketing Operations Partners© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • MO Maturity Journey Driven by Clear Goals, Formal Reviews Success Factors Underway Synergy With Success Factors To-Date Strive to understand others Stakeholders Cross-functional interaction Talk with other Leveraging value from Alignment with sales functional areasothers who have a stake Executive buy-in and Cross-functional in the outcome of support interaction marketing strategies Strive to understand others Alignment with sales Group Memory Management Electronic repository Electronic repository Enduring repository of Business process mapping Business process mapping marketing information Clear goals Clear goals despite movement of Cross-functional communication Cross-functional communication individuals Proliferation of Lessons Learned Formal ops reviews Business process mapping Widespread sharing of Low-risk environment or Formal ops reviews best marketing delegation Electronic repository practices throughout Roles and development Metrics, incentives, development the company Fact-Based Access to useful data Decision-Making Access to useful data Supportive culture Using data from Supportive culture Measure & refine reliable sources as key Recap commitments processes inputs to marketing © 2007 Source: Journey to Marketing Operations Maturity Benchmarking Study, Marketing Operations Partners decisions© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Differences by … Company Characteristics: 1) Large companies build MO sophistication through process, automation, measurement,  and change management.  2) Midsize companies build MO sophistication through resource optimization & processes  addressing lead generation or compliance challenges.  3) Financial performance enables broader scope & more sophisticated MO.  4) Company maturity phase may not determine MO effectiveness. Marketing Charter & Stature: 5) Relative stature of Marketing & Sales organizations improves Marketing’s ability to  operate strategically, share knowledge, & leverage processes. 6) The balance between MO strategy & tactics relies on stakeholder alignment, knowledge management, & accountability. 7) CMO tenure improves ability to move forward with key MO initiatives. 8) Selling model provides opportunities for MO added value.© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Differences by … MO Function Characteristics: 9) Formality of MO function plays a role in Marketing’s effectiveness & overall  contribution to enterprise success. 10) Centralization of MO function facilitates balance between corporate control & local authority. 11) The scope of MO function relates to Marketing’s self‐reliance. 12) MO maturity stages evolve to embrace more strategic mechanisms.© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Example: Financial Performance Enables Broader Scope & More Sophisticated MO Unique to Commonalities Unique to High Performers Poor Performers • Communications • Campaign • Focus Management • Culture Management • Buy-in • Dashboards • Metrics • Info • Lead • Best Practices • Effectiveness Management • Stakeholder Alignment • Knowledge • Process Management • Incentives Compared to Current Peer Group Compared to Aspirational Peer Group (Poor Performer): (High Performer) Campaign Management Effectiveness Lead Management, Dashboards Info Process, Incentives Buy-in, Focus, Knowledge Management© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • MO Best Practice Framework Strategy Guidance Process Metrics Technology Ecosystem Ecosystem Alignment Alignment Infrastructure Management© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • MO Impact Depends on Its Ability to Drive Strategy, Change, Accountability Strategy Guidance Process Metrics Technology Ecosystem Alignment Infrastructure Management Process Strategy Guidance • Campaign/Lead Management • Change Management • Alignment with Sales, Finance, IT • Shared Processes • CMO Is Chief Strategy Officer • Competency Development • Technology • Marketing Strategy • Culture of Measurement • Knowledge Portals Is Enterprise Strategy & Accountability • Metrics • Rolling & Long-Term Plan • Executive Sponsorship • Dashboards & Scorecards • Strategic Management • Expanded Voice of Marketing • Incentives • Grassroots Buy-in • Predictive Analytics • Shared Vision© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • Profile of Best Practice Firms in Marketing Operations > 20% CAGR ’03-’07 Strong Brand Identity Alignment • With Sales • With Enterprise Metrics Execution • Predictive Analytics for Revenue & Excellence Budget Planning Processes • Budgeting Process • Brand Management Excellence • Customer Management • Planning • Product Lifecycle Management© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Process Excellence: Planning Cascaded Competency Change Execution Development Management Individual Contingency Accountability Plans© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Process Excellence: Budgeting Profit Revenue Year 1 Year 2 Year 3 Market Share $ Year 1 Alignment Year 2 Accountability Year 3© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Process Excellence: Customer Management Segmentation Profitability Advanced Strategy Channel Profiles© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Process Excellence: Brand Management This image cannot currently be display ed. Formal Governance© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Process Excellence: Product Lifecycle Management Marketing Intelligence Cross- functional alignment© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Execution Excellence: Predictive Analytics Robust Reliable Database Intelligence Leading & Lagging Internal & Indicators External© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • Execution Excellence: Sales Alignment Marketing Sales Development Product Quality Quantity Goals Quota Growth Protection Marketing = Messaging Sales Mindshare Enabler Segmentation Channel Training Competency Sales = Internal Leads Customer Pipeline Prospecting Optimization Qualification Conversion © CORDI AND ASSOCIATES, INC. All Rights Reserved, 2007© 2012 Marketing Operations Partners., Inc. All Rights Reserved.
  • A New Maturity Model: You`ve Heard of the 5Ps and 3 Cs of Marketing Product Promotion Customers Competitors Price Place + Corporation Positioning© 2012 Marketing Operations Partners., Inc. All Rights Reserved. Source: © 2007, Adrian Ott, Exponential Edge
  • More Recently, We Saw the Unveiling of the 5Ts of Marketing Operations™ 1. Total Strategy Marketing Effectiveness 2. Techniques and Processes 4Ps 3Cs 3. Tracking & Predictive Modeling 4. Technology 5Ts 5. Talent Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • The Addition of the 5 T`s is Marketing`s Rite of Passage The 5 P’s + The 3 C’s + The 5 T’s = 13 The entry age into adulthood in certain cultures© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • The Next Step in Marketing`s Evolution is to Embrace Insight from Learning Organizations Discipline #1 - Personal mastery Discipline #2 - Mental models Discipline #3 - Shared vision Discipline #4 - Team learning Discipline #5 - Systems thinking The 5 D’s Source: The Fifth Discipline:© 2012 Marketing Operations Partners, Inc. All Rights Reserved. The Art & Practice of the Learning Organization
  • Adding the 5 D`s Leads to a New Level of Generative Learning and Marketing Maturity 3 C’s 5 P’s The Power of 18 5 D’s 5 T’s© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • See What Marketing Ops Thought Leaders Are Saying! Benchmarking study: Online talk show with execs  adopt best practices,  from Autodesk, Clorox,  Follow our blog! avoid pitfalls, Genworth, NetApp, … and  MOpartners.com/blog build your MO roadmap! more! MOpartners.com/ resources/store tinyurl.com/Mktg-Ops© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • Jump Start Your Organization`s Awareness of Marketing Operations Improvement Opportunities Socialize your assessment results through this coffee table book with more than  2 dozen analyses and recommendations. Excerpts from 88‐page MO:DNA report: www.MOpartners.com/resources/MO-DNA© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • Advance Your Expertise in Marketing Operations Marketing Operations Essentials:  4 modules available online, in‐person, or hybrid 1) Impact & Promise of Marketing Ops 2) Mobilizing Strategic Impact for Corporate Growth 3) Designing Marketing Infrastructure for Results 4) Journey to Marketing Ops Maturity www.MOpartners.com/resources/© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • Join the Marketing Operations Future Forum The Forum takes you on a discovery process that alters your viewpoint  to manage any aspect of marketing more efficiently and effectively www.MOfutureforum.com© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • Let`s Keep in Touch! tinyURL.com/MOfutureforum ChangeMyMO@MOpartners.com @MOpartners US +1 408 243 7881 @MOfutureforum London +44 (0)20 7193 7682 tinyurl.com/Mktg-Ops Singapore +65 8183 4022© 2012 Marketing Operations Partners, Inc. All Rights Reserved.