• Like

Marketing Operations: Hot New Playground for Project Managers

  • 374 views
Uploaded on

 

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
374
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
5
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Marketing Operations 2.0:A Hot New Playground for Project Managers to Apply Their Craft and Raise Their Game
  • 2. About Your Guide: Gary M. Katz • Founder and Chief Strategy Officer of Marketing Operations Partners • First ready-to-go COO and change management team for the marketing department • Chairman of Marketing Operations Future Forum • 20+ years experience leading corporate marketing, • Marcom, PR, IR, demand gen & change management • Certified Strategic Planning Process Facilitator (ICA) • Noted educator, author, speaker and leader in Marketing Operations field • MS in Organization Development, BA in Public Relations© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 3. Marketing Operations 2.0: What`s in It For You ? • Apply your PM skills in a hot new discipline • Work cross-functionally both within and outside marketing to drive alignment, collaboration and buy-in • Marry execution with strategy • Raise project management to performance management and measurement • Carve out your own job description based on the changing operational needs of the Marketing organization • Be in the center of a continuous learning process • Be or grow into an indispensable Chief of Staff to the CMO • Sharpen you saw for future career opportunities (CMO, COO, CEO, etc.)© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 4. What`s Possible ? A new Vision for Marketing • Marketing full partner to CEO, C-suite • Marketing drives innovation, new market penetration & customer profitability • Marketing owns sales leads process (in partnership with Sales) • Marketing, once operationalized, leads the growth charge© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 5. The Enormity of the Challenge“ Today’s marketing world is broken. I give us a ‘D’ becauseour mentalities have not changed. Our work processes havenot changed enough. Our measurement has not evolved.” – James Stengel, Global CMO, Procter & Gamble Co.
  • 6. Sobering Numbers B-to-B marketers that describe themselves as self-taught 85% professionals B-to-B organizations that spend $1,000 or less per year on 81% marketing skills development Organizations that have purchased marketing automation that 25% are utilizing it to the fullest 7X Gap in waterfall performance (inquiry-to-close ratio) between average and best-in-class organizations Source: SiriusDecisions, Dawn of the Demand Centre Presentation© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 7. Silos Web Alliances Events PR Channel Mktg Social Media Lead Gen Product Mgmt Marcom© 2012 Marketing Operations Partners, Inc.  All Rights Reserved.
  • 8. Information Overload • Measurable data in 2000 Metric Data Metric Data • Measurable data now Fine granularity needed for better decisions© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 9. Is Marketing Truly Aligned with Your Enterprise Strategy? START • Goals & Gaps • Gaps to • Economic Close • Experience •Priorities • Business •Leverage (Ethics, Principles, Alignment of Balanced •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 • Initiatives period of time • Activities • Objective #1 • Alignment • Objective #2© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 10. 7 Deadly Sins, Letterman-Style • Your metrics for success are ill-defined • Your people are slammed • Your institutional memory is leaky • Your innovation and creativity are suffering from constipation • Your team, cross-functional or supplier relationships are poorly- aligned • Your decision-making process is tough to justify • Your marketing portfolio is not delivering expected results© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 11. What is Marketing Operations 2.0?© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 12. The Marketing Operational Mix Source: CMO Council© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 13. Defining Marketing Operations 2.0 MO 1.0 MO 2.0 An Operational Discipline ✓✓Efficiency Accountability ✓✓ A Best Practice Enabler Consistency Sustainability ✓✓ A Holistic Framework Alignment Integration ✓✓ A Strategic Foundation for Marketing Excellence© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 14. 6 Top Marketing Challenges & How MO Tackles Them Challenge: Converting Insight into Value Lack of Confidence in Business Intelligence© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 15. Solution: Converting Insight Into Value Baseline What We Know/What We Benchmark Best Don’t Practices MO Breeds Actionable Lack of Confidence in Insight and Business Intelligence Innovation Validate Assess Market Demand Insight/ Opportunity Gaps© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 16. Challenge: Accelerating Selling/Buying Process No or Slow - Growth... Disappointing Revenue Results© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 17. Solution: Accelerating Selling/Buying Process Integrate  Feed Sales Pipeline Buying/Selling Cycle MO Aligns  Sales/  No or Slow Growth Marketing  Effort Leverage Loyalty  Optimize Sales/  Assets Marketing  Hand‐offs© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 18. Challenge: Scaling Marketing for Growth Marketing in Reaction Mode© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 19. Solution: Scaling Marketing for Growth Diagnose Marketing Develop Marketing Health Competency MO Marketing in Reaction Mode MObilizes Resources Architect Enabling Optimize Marketing Shared Processes Investment© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 20. Challenge: Delivering the Strategic Agenda Every Strategy/Budget Cycle -- a Free-for-All© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 21. Solution: Delivering the Strategic Agenda Ensure Message  Catalyze  Integrity Shared Vision Strategy / Budget Cycles  MO Realizes are Free‐for‐Alls Strategy Live the  Socialize Brand Marketing Change© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 22. Challenge: Maximizing Customer Profitability The Price of Acquiring & Keeping  a Customer is Growing© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 23. Solution: Maximizing Customer Profitability Calculate Customer Capture Customer Lifetime Value Decision Drivers MO The Price of Acquiring & Delivers Keeping Customer Customers is Growing Experience Mobilize to Win Back Meet Customer At-Risk Customers Expectations© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 24. Challenge: Demonstrating Return on Marketing “Much of what marketing can contribute right now is seen as less tangible because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America Marketing on Defensive to Show Contribution© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 25. Solution: Demonstrating Return on Marketing Align Define and Track Marketing/Enterprise Key Metrics via Objectives Dashboards Marketing on Defensive MO Enables To Show Account- Contribution ability Fine-tune Forecasting thru Predictive Track Individual and Analytics Team Performance© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 26. 10 Steps You Can Take NowTo Fuel Marketing Excellence
  • 27. #1 Adopt a Best Practice MOdel for Socialization and Sustainable Success Strategy Guidance Process Metrics Technology Ecosystem Alignment Infrastructure Management Marketing Operations Best Practice Framework© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 28. #2 Build a Business Case to Invest in MO EXTERNAL DRIVERS VALUE DRIVERS MOBILIZATION 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© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 29. #3 Focus on Most Leverage-able Areas to Optimize Marketing Effectiveness Marketing Customer  Intelligence Profitability Alignment with Enterprise Accountability Strategic  Stakeholders Agenda Scaling for  Buying Growth Acceleration© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 30. #4 Clarify Your Marketing Priorities Measure Marketing ROI & 73% Demonstrate Value Measure Marketing ROI & Demonstrate Value 60% Common Goals for Marketing Success Tied to Other Groups 57% Justify Marketing’s Role & Contribution to C-Level Executives 49% Marketing Processes Enable Internal Efficiencies & Effectiveness 42% Collaboration & Synergy 26% Supported By Corporate Environment Coordination of Shared Processes 22% Across Functions Continuity to Maintain Institutional 12% Knowledge & Expertise Assimilate & Integrate Resources Obtained From M&A Source: Journey to Marketing Operations Maturity© 2012 Marketing Operations Partners, Inc. All Rights Reserved. Benchmarking Study, Marketing Operations Partners
  • 31. #5 Inventory Your Success Factors and Obstacles 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 Source: Journey to Marketing Operations Maturity© 2012 Marketing Operations Partners. All Rights Reserved. Benchmarking Study, Marketing Operations Partners
  • 32. #6 Plot Your Roadmap to MO 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 Management Budget Management CRM Marketing Services Vendor Management© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 33. #7 Structure Your Marketing Organization with 20/20 Strategic Vision Chief Marketing MO Leader/ Officer Chief Of Staff Marketing Sales Best Practice Marketing IT Program Intelligence Enablement Consulting Systems Office Benchmarking Campaign Dev Process Design Data Mgmt Budget/Planning Voice of Lead Nurturing Change Mgmt User Training Governance Customr Channel Ops Metrics Web Ops Shared Analytics Definition Services S&M Alignment IT Alignment Knowledge Perform Competency Mgmt Imprvmt Dev© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 34. #8 Tie Improvement Goals to Specific Marketing Operations Initiatives 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.
  • 35. #9 MObilizing + Web 2.0 for Optimal Effectiveness Web 2.0 MO 2.0 • Outside-in View • Inside-out View • Efficient new channels & tools • New initiatives, tools strengthen operational muscle, agility • A collaborative platform to engage customers, • Holistic framework mobilizes x- stakeholders functional alignment, accountability behind strategy • Greater focus on org. integrity & transparency • Greater emphasis on org. integrity & transparency© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 36. #10 Develop Your Marketing Operations Mindset & Competency • Online, self-paced course on Marketing Operations 2.0 available • Proven course taught in UC Extension System since 2008 • 4 modules, 9 classes providing deep overview of MO 2.0 • 10-minute demo available and more info available at www.marketingoperations2.info© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 37. Summary: MOving Organizations Forward • A new breed of professionals focusing on efficiency and effectiveness • An injection of left-brain thinking in Marketing • A budding marriage with Sales, IT and others • A predisposition towards strategy, guidance, process, metrics and technology • A great home for professionals with PM skills and experience!© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 38. Summary: Why Become a MOtivator? • Major leadership opportunity • At the forefront of effecting enterprise change • An integral part of the quest for innovation • Fast track to personal growth, learning and accountability • Focus on enterprise health and wellness, not reinforcing entrenched dysfunction • Win-win as a team • Richer job or career satisfaction and rewards • Apply your unique competencies where they can have big impact© 2012 Marketing Operations Partners. All Rights Reserved.
  • 39. 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.
  • 40. 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.
  • 41. 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.
  • 42. 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.
  • 43. 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.