Building Upon The 5 Ts Of Marketing Operations: Applying Learning Organization Insights To Increase Marketing Effectiveness

Building Upon the 5Ts of Marketing Operations: Applying Learning Organization Insights to Increase Marketing Effectiveness Originally presented by Gary Katz at the Henry Stewart Conference NY May 12-13, 2008 © Marketing Operations Partners, 2008

High-Priority MO Challenges Emphasize Metrics, Strategy, Cross-functional Goals Measure Marketing ROI & 73% Demonstrate Value Balance of Marketing 60% Strategy & Tactics Common Goals for Marketing 57% Success 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 22% Processes Across Functions Continuity to Maintain Institutional 12% Knowledge & Expertise Assimilate & Integrate Resources © 2007 Marketing Operations Partners 6% Obtained From M&A

Key Factors for MO Success Include Clarity, Consistency, Winning Support & Buy-in Marketing Operations Marketing Operations Success Factors Obstacles Clarity & Consistency Unsupportive Culture Supportive Culture Executive Buy-in Lack of Follow-Through Performance Measurement Risk-Taking Penalties Process Refinement & Automation Infrequent Delegation © 2007 Marketing Operations Partners

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 | Current Performance 0% 25% 50% 75% 100% X% Mid-2008 Target Never Always Practiced Practiced © 2007 Marketing Operations Partners

MO Impact = 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 © 2007 Marketing Operations Partners

A New Maturity Model: You’ve heard of the 5 Ps and 3 Cs of Marketing… Product Promotion Customers Competitors Price Place + Corporation Positioning © 2007, Adrian Ott, Exponential Edge © 2008, Marketing Operations Partners

More recently, we saw the unveiling of the 5Ts of Marketing Operations™ 1. Total Strategy Marketing Effectiveness 2. Techniques and Processes 3. Tracking & Predictive Modeling 5Ts 4. Technology 5. Talent © 2007, Adrian Ott, Exponential Edge

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 © 2008, Marketing Operations Partners Source: The Fifth Discipline: The Art & Practice of the Learning Organization

Personal Mastery in MO »  Defined: A commitment to individual learning to develop proficiency; increasing ability to clarify what is important, see current reality more clearly »  Related to Marketing Competency Development »  Significant implications for strategic planning, collaborative decision-making, resource allocation, roles & responsibilities clarification, team dynamics, etc.

Mental Models in MO »  Defined: Questioning implicit assumptions underlying decision-making processes »  Unconsciously controls what one perceives can and cannot be done »  Key skills: Surfacing, challenging mental models to make decision-making more explicitly; balancing advocacy and inquiry »  Significant implications for strategic planning, socialization, achieving buy-in, leveraging VoC, encouraging innovation, etc.

Shared Vision in MO »  Defined: Winning individual and group buy-in for key initiatives by securing enrollment, commitment, compliance »  Overcomes ambivalence, confusion, resistance, passive-aggressive behavior »  Significant implications for socialization, winning buy-in, mission and charter definition, values clarification, cross-functional alignment, etc.

Team Learning in MO »  Defined: Aligning individual and team learning through a commitment to a balance of dialogue and discussion »  Overcomes “groupthink” »  Facilitates breaking through internally-imposed barriers and “getting” the big lesson »  Significant implications for decision-making, marketing competency development, knowledge management, marketing intelligence, planning, process design, socialization, program evaluation, etc.

Systems Thinking in MO »  Defined: Learning to view the system as a whole rather than focusing on discrete parts »  Can be used to manage overwhelm from complexity and overcome “learned helplessness” »  Requires a balance of linear and non-linear thinking »  Significant implications in marketing intelligence, knowledge management, MO assessments, product portfolio and marketing mix management, process design, marketing IT, leveraging VoC, demonstrating return on marketing , etc.

Thanks for Attending! For More Results, Contact Us: Phone: 408-243-7881 E-mail: gary@mopartners.com Web: www.mopartners.com Blog: http://mopartners.typepad.com/ Marketing Operations Evangelists Group: To join, e-mail gary@mopartners.com Journey to Marketing Operations Maturity Benchmarking Study: http://www.mopartners.com/services/MORbenchmark.php Free Benchmarking Study Exec Summary http://www.mopartners.com/secure_docs /MOX_Exec_Summary.pdf © 2008 Marketing Operations Partners

Building Upon The 5 Ts Of Marketing Operations: Applying Learning Organization Insights To Increase Marketing Effectiveness

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