More Related Content More from ClearAction Continuum (20) Marketing Operations: Hot New Playground for Project Managers1. Marketing Operations 2.0:
A Hot New Playground for Project Managers
to Apply Their Craft and Raise Their Game
Center your business on customers as the key to growth: accountability, alignment & agility
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. • 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.)
Marketing Operations 2.0: What`s in It For You ?
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
4. • 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
What`s Possible ?
A new Vision for Marketing
© 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’ because our mentalities have
not changed. Our work processes have not changed enough. Our measurement
has not evolved.”
– James Stengel, Global CMO, Procter & Gamble Co.
6. B-to-B marketers that describe themselves as self-taught
professionals
B-to-B organizations that spend $1,000 or less per year on
marketing skills development
Organizations that have purchased marketing automation that
are utilizing it to the fullest
Gap in waterfall performance (inquiry-to-close ratio) between
average and best-in-class organizations
Source: SiriusDecisions, Dawn of the Demand Centre Presentation
85%
81%
25%
7X
Sobering Numbers
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
7. Product Mgmt Marcom
Lead GenSocial Media
PR
Channel MktgEvents
Web Alliances
Silos
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
8. • Measurable data in 2000
Metric
Data
Fine granularity needed for better decisions
Metric
Data
• Measurable data now
Information Overload
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
9. • Enterprise
Strategic
Objectives
• Gap Closing
• Over some
period of time
• Objective #1
• Objective #2
• Decisions &
Doing
• Investments
• Measures
• Programs
• Initiatives
• Activities
• Alignment
• Gaps to
Close
•Priorities
•Leverage
•Now vs. Later
• Goals & Gaps
• Economic
• Experience
• Business
(Ethics,
Principles,
Values)
Alignment of
Stakeholders
with each
other
Balanced
Returns to
Each
Stakeholder
Maximum
Overall
Satisfaction
Success!
START
Is Marketing Truly Aligned with Your Enterprise Strategy?
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
10. • 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
7 Deadly Sins, Letterman-Style
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
13. A Strategic Foundation for Marketing Excellence
A Holistic Framework
Alignment Integration
A Best Practice Enabler
Consistency Sustainability
An Operational Discipline
Efficiency Accountability
MO 1.0 MO 2.0
✓
✓
✓
✓
✓✓
✓✓
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Defining Marketing Operations 2.0
17. Calculate Customer
Lifetime Value
Capture Customer
Decision Drivers
Win Back
At-Risk Customers
Mobilize to
Meet Customer
Expectations
Solution:
Maximizing Customer Profitability
MO Delivers
Customer
Experience
24. “Much of what marketing can contribute right now is seen as less tangible
because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America
Challenge:
Demonstrating Return on Marketing
Marketing on
Defensive to Show
Contribution
27. Marketing Operations Best Practice Framework
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
#1 Adopt a Best Practice MOdel for Socialization
and Sustainable Success
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
30. Measure Marketing ROI &
Demonstrate Value
Measure Marketing ROI &
Demonstrate Value
Common Goals for Marketing Success
Tied to Other Groups
73%
60%
Justify Marketing’s Role &
Contribution to C-Level Executives
Marketing Processes Enable
Internal Efficiencies & Effectiveness
Collaboration & Synergy
Supported By Corporate Environment
Coordination of Shared Processes
Across Functions
Continuity to Maintain Institutional
Knowledge & Expertise
Assimilate & Integrate Resources
Obtained From M&A
57%
49%
42%
26%
22%
12%
#4 Clarify Your Marketing Priorities
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
31. Unsupportive Culture
Lack of Follow-Through
Risk-Taking Penalties
Infrequent Delegation
Marketing Operations
Success Factors
Marketing Operations
Obstacles
Clarity & Consistency
Supportive Culture
Executive Buy-in
Performance Measurement
Process Refinement & Automation
© 2012 Marketing Operations Partners. All Rights Reserved.
#5 Inventory Your Success Factors and Obstacles
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
32. Change Management
Competency Development
Enterprise Metrics Alignment
Org. Learning Catalyst
Strategic Management
Fundamental MO
Budget Management
CRM
Marketing Services
Vendor Management
Expanded MO
Sophisticated MO
Marketing Automation
Best Practices
Rewards Alignment
Process Design
Knowledge Management
#6 Plot Your Roadmap to MO Maturity
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
34. 0% 50% 100%25% 75%
Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties
Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company
Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews
Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions
Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies
Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions
Group Memory Management Enduring repository of marketing information despite movement of individuals
40% 80%
45% 83%
34% 83%
45% 85%
31% 79%
36% 82%
35% 85%
Never
Practiced
Always
Practiced
Key:
X% At Inception of MO Function
| Current Performance
X% Mid-2008 Target
#8 Tie Improvement Goals to
Specific Marketing Operations Initiatives
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
35. Web 2.0
• Outside-in View
• Efficient new channels & tools
• A collaborative platform to
engage customers,
stakeholders
• Greater focus on org. integrity
& transparency
#9 MObilizing + Web 2.0 for Optimal Effectiveness
MO 2.0
• Inside-out View
• New initiatives, tools strengthen
operational muscle, agility
• Holistic framework mobilizes x-
functional alignment,
accountability behind strategy
• 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. • 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!
Summary: MOving Organizations Forward
© 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. We guide marketing organizations to become a value center
We are front-runners in Marketing Operations
to create a consultancy dedicated to Marketing Operations
to publish an article on MO
to create a college course on MO
to teach a professional symposium on MO
to conduct a benchmarking study of MO practices
© 2016 Marketing Operations Partners. All Rights Reserved.
1st
1st
1st
1st
1st
Companies we’ve influenced: (partial list)
40. © 2016 Marketing Operations Partners. All Rights Reserved.
Organization-wide efficiency and effectiveness raise
Marketing performance, agility and ROI
Ask us about our model for Marketing Maturity
Strategy: holistic vision, fact-based decision-making
Guidance: competency development, governance
Process: workflow, lean/six-sigma, supply chain
Metrics: profitability, predictive analytics, alignment
Technology: enterprise marketing / portfolio mgt
Ecosystem: collaboration with key stakeholders
Infrastructure: back-end integration of processes,
metrics, technology
Request your marketing maturity assessment and roadmap
ChangeMyMO@MOpartners.com
41. tel +1 408 243 7881
• Twitter.com/MOpartners
Twitter.com/MktgFuture
• Slideshare.net/MOpartnersCEO
• LinkedIn Groups:
Marketing Operations Partners
Marketing Operations Future
• Youtube.com/c/marketingfutureforum
MarketingFutureForum.com
Join@MarketingFutureForum.com
MarketingFutureForum.com
ChangeMyMO@MOpartners.com
Center your business on customers as the key to growth: accountability, alignment & agility