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Building Upon the 5Ts    of Marketing OperationsApplying Learning Organization Insights to    Increase Marketing Effective...
Biggest Marketing Operations Challenges                                  Measure Marketing ROI &                          ...
MO Success Depends on Clarity, Consistency,                           Winning Support & Buy-In                   Marketing...
Accountability Underlies Improvement Effort Marketing Accountability                               Setting specific commit...
MO Impact = Ability to Drive                                    Strategy, Change, Accountability                        St...
A New Maturity Model:                   You`ve Heard of the 5Ps and 3 Cs of Marketing           Product                   ...
More Recently, We Saw the Unveiling of the                             5Ts of Marketing Operations™    1. Total Strategy  ...
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        ...
The Next Step in Marketing`s Evolution is to Embrace                  Insight from Learning Organizations                 ...
Personal Mastery in MO     • Defined: A commitment to individual learning to develop proficiency; increasing       ability...
Mental Models in MO   • Defined: Questioning implicit assumptions underlying decision-making     processes   • Unconscious...
Shared Vision in MO    • Defined: Winning individual and group buy-in for key initiatives by securing      enrollment, com...
Team Learning in MO    •     Defined: Aligning individual and team learning through a commitment to a          balance of ...
Systems Thinking in MO      • Defined: Learning to view the system as a whole rather than focusing on        discrete part...
Adding the 5 D`s Leads to a New Level of Generative                    Learning and Marketing Maturity                    ...
See What Marketing Ops Thought Leaders are Saying!    Benchmarking study:                                  Online talk sho...
Jump-start Your Organization’s Awareness            of Marketing Operations Improvement Opportunities       Socialize your...
Advance Your Expertise in Marketing Operations     Marketing Operations Essentials: 4 modules available online, in-person,...
Join the Marketing Operations Future Forum               The Forum takes you on a discovery process that alters your viewp...
Let’s Keep in Touch!            tinyURL.com/MOfutureforum                             ChangeMyMO@MOpartners.com           ...
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5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness

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May 13, 2008 presentation at Henry Stewart Marketing Operations and Digital Asset Management Conference, by Gary Katz

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Transcript of "5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness"

  1. 1. Building Upon the 5Ts of Marketing OperationsApplying Learning Organization Insights to Increase Marketing Effectiveness
  2. 2. Biggest Marketing Operations Challenges 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.
  3. 3. MO Success Depends on Clarity, Consistency, Winning 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© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  4. 4. Accountability Underlies Improvement Effort 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 AlwaysPracticed Practiced© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  5. 5. 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© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  6. 6. 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
  7. 7. 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© 2012 Marketing Operations Partners, Inc. All Rights Reserved. Source: © 2007, Adrian Ott, Exponential Edge
  8. 8. 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.
  9. 9. 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
  10. 10. 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.© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  11. 11. 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.© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  12. 12. 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.© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  13. 13. 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.© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  14. 14. 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.© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  15. 15. 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.
  16. 16. See What Marketing Ops Thought Leaders are Saying! Benchmarking study: Online talk show with adopt best practices, execs from Autodesk, Follow our blog! avoid pitfalls, Clorox, Genworth, NetApp, MOpartners.com/blog build your MO roadmap! … and more! MOpartners.com/ resources/store tinyurl.com/Mktg-Ops© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  17. 17. 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.
  18. 18. 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.
  19. 19. 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.
  20. 20. 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.
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