Course Preview - Marketing Operations: Tactical Discipline to Strategic Vision

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11-minute preview of Marketing Operations 2.0: From 2010 Tactical Discipline to 20/20 Strategic Vision. Register for this self-paced course at https://www.knowledgeaccountability.com/mopartners/ -- an online course to accelerate your return on investment (ROI). MO 2.0 is an agile, customer-centric and scalable approach to Marketing Operations that enables Marketing to deliver high-value impact to corporate strategy and business results

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  • Marketing Operations is the application of tools from other disciplines to maximize efficiency and effectiveness of all of the components of Marketing (product, price, place, promotion, etc.). These tools include change management, systems thinking, pareto analysis, process improvement, stakeholder alignment, balanced scorecard, competency development, knowledge management, organizational learning, fact-based decision-making, accountability, financial analysis, gap analysis, roles and responsibilities, process standards, end-to-end management, closed-loop management, and more. It helps all the areas of marketing overcome dysfunction, connect strategy and execution, build shared vision and accountability, and have a stronger strategic impact on the company.

    Marketing Operations 2.0 takes marketing operations to a higher level of return on investment (ROI). MO 2.0 is an agile, customer-centric and scalable approach to Marketing Operations that enables Marketing to deliver high-value impact on corporate strategy and business results.

    Marketing Operations 2.0: From 2010 Tactical Discipline to 20/20 Strategic Vision is a self-paced online course with practical guidance, application examples, and insightful self-assessment tools. Enroll Now: https://www.knowledgeaccountability.com/mopartners/
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  • To register for and purchase this course, visit https://www.knowledgeaccountability.com/mopartners/
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  • Marketing Gap AnalysisMental Models and MarketingSystems Thinking and MarketingMarketing Intelligence: Converting Insight to ValueStrategic Assessment of Marketing Operations
  • Securing Support to achieve Strategic ObjectivesCatalyzing and Managing ChangeSales & Marketing AlignmentA learning organization-based model of Marketing Operations maturity: The Power of 18
  • Course Preview - Marketing Operations: Tactical Discipline to Strategic Vision

    1. 1. Marketing Operations 2.0:From 2010 Tactical Discipline to 20/20 Strategic Vision Course Overview © 2011 Marketing Operations Partners
    2. 2. Massive Changes in Marketing Marketing playing field is leveled  Low barriers, viral reach, competitiveness  New visions of stakeholder engagement & collaboration © 2011 Marketing Operations Partners
    3. 3. Massive Changes in Marketing Marketing playing field is leveled  Low barriers, viral reach, competitiveness  New visions of stakeholder engagement & collaboration Stand out from the crowd  Embrace new models of engagement  Invest in driving force within  Apply engagement model both externally and internally  MO 2.0: systems approach & collaborative framework © 2011 Marketing Operations Partners
    4. 4. Marketing Operations 2.0 Systems Approach Collaborative Framework MObilizing Force © 2011 Marketing Operations Partners
    5. 5. Marketing Operations 2.0 Systems Approach Collaborative Framework MObilizing Force Manages Transition from Old to New Helps Organizations Stay in Integrity © 2011 Marketing Operations Partners
    6. 6. Marketing Operations 2.0 Systems Approach Collaborative Framework MObilizing Force Manages Transition from Old to New Helps Organizations Stay in Integrity Reinforces Strategy and Associated Tactics with:  Operational Muscle  Measurement Rigor  Holistic, Cross-Functional Alignment © 2011 Marketing Operations Partners
    7. 7. Course Overview Marketing Operations Evolution, Impact and Promise Module 1 Developing Marketing Operations Competency • Alignment Through Ecosystem Management Module 2 • Marketing Infrastructure for Results Module 3 The Journey to Marketing Operations Maturity Module 4 © 2011 Marketing Operations Partners
    8. 8. Challenges Tackled by Marketing Operations Marketing Customer Intelligence Profitability Enterprise Accountability Alignment with Strategic Stakeholders Agenda Scaling for Sales Growth Acceleration © 2011 Marketing Operations Partners
    9. 9. Defining Marketing Operations An Operational Discipline Efficiency Accountability A Best Practice Enabler Consistency Sustainability A Holistic Framework Alignment Integration A Strategic Foundation for Marketing Excellence © 2011 Marketing Operations Partners
    10. 10. Best Practice MOdel for Sustainable Success Strategy Guidance Metrics Process Technology Ecosystem Alignment Infrastructure Management Marketing Operations Best Practice Framework © 2011 Marketing Operations Partners
    11. 11. Enabling Strategy START • Goals & • Gaps to Gaps Close • Economic • Experience •Priorities • Business (Ethics, Alignment of Balanced •Leverage Principles, •Now vs. Later Values) Stakeholders Returns to with each Each other Stakeholder Maximum • Decisions Success! Overall • Enterprise & Doing Satisfaction Strategic • Investments Objectives • Measures • Gap Closing • Programs • Over some period • Initiatives of time • Activities •Objective #1 •Objective #2 • Alignment •Objective #3 © 2011 Marketing Operations Partners
    12. 12. Providing Guidance © 2008 Glen Petersen
    13. 13. Designing Internal Marketing Processes Image Source: Nortel
    14. 14. Designing External Marketing Processes Image Source: Holger Schulze
    15. 15. Leveraging Technology Image Source: Marketing Transformation Services, Used with Permission
    16. 16. Measuring Marketing Performance Image Source: Alex Eldimir Used with Permission
    17. 17. Determining Readiness for Dedicated MO EXTERNAL VALUE MOBILIZATION DRIVERS DRIVERS DRIVERS Dynamic Big Investment, Cross-functional Competitive Heightened Alignment Market Accountability Critical Under Need to Raise M&A Media/ Strategic Integration Regulatory Game Challenges Scrutiny © 2011 Marketing Operations Partners
    18. 18. Building the Marketing Operations Function Chief Marketing Officer MO Leader/ Chief Of Staff Marketing Sales Best Practice Marketing IT Program Intelligence Enablement Consulting Systems Office Benchmarking Campaign Dev Process Design Data Mgmt Budget/PlanningVoice of Customr Lead Nurturing Change Mgmt User Training Governance Analytics Channel Ops Metrics Definition Web Ops Shared ServicesKnowledge Mgmt S&M Alignment Perform Imprvmt IT Alignment Competency Dev © 2011 Marketing Operations Partners
    19. 19. Journey to Marketing Operations Maturity Sophisticated MO Change Management Competency Development Enterprise Metrics Alignment Expanded MO Org. Learning Catalyst Marketing Automation Strategic Management Best Practices Rewards Alignment Fundamental MO Process Design Knowledge ManagementBudget ManagementCRMMarketing ServicesVendor Management © 2011 Marketing Operations Partners
    20. 20. Vision for Marketing Effectiveness» Marketing a full partner to CEO, C-Suite © 2011 Marketing Operations Partners
    21. 21. Vision for Marketing Effectiveness» Marketing a full partner to CEO, C-Suite» Marketing drives: • innovation • new market penetration • customer profitability © 2011 Marketing Operations Partners
    22. 22. Vision for Marketing Effectiveness» Marketing a full partner to CEO, C-Suite» Marketing drives: • innovation • new market penetration • customer profitability» Marketing owns sales lead process © 2011 Marketing Operations Partners
    23. 23. Vision for Marketing Effectiveness» Marketing a full partner to CEO, C-Suite» Marketing drives: • innovation • new market penetration • customer profitability» Marketing owns sales lead process» Marketing, once operationalized, leads the growth charge © 2011 Marketing Operations Partners
    24. 24. Master MO 2.0! MO 2.0: Tactical Discipline to Strategic Vision Download the online course now at www.MarketingOperations2.info Contact us … info@mopartners.com Tel 1.408.243.7881 www.MarketingOperationsPartners.com www.moFutureForum.com http://tinyurl.com/mofutureforum (LinkedIn Group)

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