Guiding Your Journey toContinuous Marketing EffectivenessFrom Tactical Discipline to Strategic Vision
• Founded in May 2006• Guide Marketing organizations to:– Build share vision & accountability– Overcome dysfunction– Stren...
Our ticket punches:Marketing Operations Partners Credentials© 2012 Marketing Operations Partners. All Rights Reserved.
We Help Companies Define a Marketing Operations Charter© 2012 Marketing Operations Partners. All Rights Reserved.CUSTOMER ...
Marketing Operations Best Practice Framework© 2012 Marketing Operations Partners. All Rights Reserved.We Help Companies Es...
© 2012 Marketing Operations Partners. All Rights Reserved.We Help Marketers ‘Get It’!Adopt AchieveApply AbsorbBusiness Res...
© 2012 Marketing Operations Partners. All Rights Reserved.We Define Marketing Effectiveness FrameworksMarketingOperations2...
Big Investment,HeightenedAccountabilityDynamicCompetitiveMarketNeed to RaiseStrategicGameCross-functionalAlignmentCritical...
Sophisticated MOChange ManagementCompetency DevelopmentEnterprise Metrics AlignmentOrg. Learning CatalystStrategic Managem...
Chief Marketing OfficerAnalyticsMO Leader /Chief of StaffProgramOfficeBusinessIntelligenceSalesEnablementBest PracticeCons...
• EnterpriseStrategies• Gap Closing• Over a period• Objective #1• Objective #2• Objective #3• Decisions &Doing• Investment...
© 2012 Marketing Operations Partners. All Rights Reserved.Marketing Operations Self-Assessment (1 = weak, 5 = excellent) S...
We Prepare Marketers Now for the Future© 2012 Marketing Operations Partners. All Rights Reserved.
We Help Marketing Professionals Think Differently& Do the Whole Job© 2012 Marketing Operations Partners. All Rights Reserv...
• A catalyst to launch an initial MO function or take your existing MO to ahigher level of excellence• A key vision partne...
• A think tank of diverse subject matter experts who collectively bringa holistic view of how to integrate previously-inde...
See What Marketing Ops Thought Leaders are Saying!Benchmarking study:adopt best practices,avoid pitfalls,build your MO roa...
Jump-start Your Organization’s Awarenessof Marketing Operations Improvement OpportunitiesSocialize your assessment results...
Advance Your Expertise in Marketing Operations1) Impact & Promise of Marketing Ops2) Mobilizing Strategic Impact for Corpo...
Join the Marketing Operations Future ForumThe Forum takes you on a discovery process that alters your viewpointto manage a...
Let’s Keep in Touch!tinyURL.com/MOfutureforum@MOpartners@MOfutureforumtinyurl.com/Mktg-OpsChangeMyMO@MOpartners.comUS +1 4...
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Guiding Your Journey to Continuous Marketing Effectiveness

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  • Guiding Your Journey to Continuous Marketing Effectiveness

    1. 1. Guiding Your Journey toContinuous Marketing EffectivenessFrom Tactical Discipline to Strategic Vision
    2. 2. • Founded in May 2006• Guide Marketing organizations to:– Build share vision & accountability– Overcome dysfunction– Strengthen strategic impact• Thought leaders and pioneers in MO evolution– Marketing Operations 2.0 Essentials– Marketing Operations Future Forum• Senior team: deep experience in marketing leadership… and in the trenches• Collective experience leading and contributing to major MOinitiatives for industry leaders© 2012 Marketing Operations Partners. All Rights Reserved.Marketing Operations Partners
    3. 3. Our ticket punches:Marketing Operations Partners Credentials© 2012 Marketing Operations Partners. All Rights Reserved.
    4. 4. We Help Companies Define a Marketing Operations Charter© 2012 Marketing Operations Partners. All Rights Reserved.CUSTOMER PROFITABILITYBUSINESS INTELLIGENCERETURN ON MARKETINGSTRATEGY EXECUTIONMARKETING SCALABILITYACCELERATE BUYING PROCESSMARKETINGEFFICIENCY & EFFECTIVENESSPipelineAccountabilityKnowledge & ProcessFlexibility & DisciplineGoalsAlignmentPredictivePersuasionAttribution of ContributionKeep CustomersDrive CompanyALIGNMENT & ACCOUNTABILITYAGILITY6 MARKETING OPERATIONSCENTERS OF EXCELLENCEPERPETUALCHALLENGES
    5. 5. Marketing Operations Best Practice Framework© 2012 Marketing Operations Partners. All Rights Reserved.We Help Companies Establish a Model for SustainableMarketing Effectiveness
    6. 6. © 2012 Marketing Operations Partners. All Rights Reserved.We Help Marketers ‘Get It’!Adopt AchieveApply AbsorbBusiness Results
    7. 7. © 2012 Marketing Operations Partners. All Rights Reserved.We Define Marketing Effectiveness FrameworksMarketingOperations2.0+MarketingOperations2.0MarketingOperations1.0Continuous Marketing EffectivenessImpactfulPredictable DemonstrableA Holistic FrameworkAlignment AccountabilityAgilityA Best Practice EnablerRepeatability SustainabilityConsistencyAn Operational DisciplineWorkflow Measurability Efficiency
    8. 8. Big Investment,HeightenedAccountabilityDynamicCompetitiveMarketNeed to RaiseStrategicGameCross-functionalAlignmentCriticalUnderMedia/RegulatoryScrutinyM & AIntegrationChallengesEXTERNAL DRIVERS VALUE DRIVERS MOBILIZATION DRIVERSWe Help Leaders Build the Case to Invest in DedicatedMarketing Operations© 2012 Marketing Operations Partners. All Rights Reserved.
    9. 9. Sophisticated MOChange ManagementCompetency DevelopmentEnterprise Metrics AlignmentOrg. Learning CatalystStrategic ManagementFundamental MOBudget ManagementCRMMarketing ServicesVendor ManagementExpanded MOMarketing AutomationBest PracticesRewards AlignmentProcess DesignKnowledge ManagementWe Help Companies Grow in Marketing OperationsMaturity & Sophistication© 2012 Marketing Operations Partners. All Rights Reserved.
    10. 10. Chief Marketing OfficerAnalyticsMO Leader /Chief of StaffProgramOfficeBusinessIntelligenceSalesEnablementBest PracticeConsultingMarketing ITSystemsBudget/PlanCampaign DevLead Nurturing GovernanceShared SvcsChannel OpsBenchmarkingVoCProcess DesignChange MgmtCompetenciesUser TrainingData MgmtMetricsKnowledgeWeb OpsPerformanceS&M Alignment IT AlignmentWe Help Companies Structure World-ClassMarketing Operations Organizations© 2012 Marketing Operations Partners. All Rights Reserved.
    11. 11. • EnterpriseStrategies• Gap Closing• Over a period• Objective #1• Objective #2• Objective #3• Decisions &Doing• Investments• Measures• Programs• Initiatives• Activities• Alignment• Gaps to Close• Priorities• Leverage• Now vs. Later• Goals & Gaps• Economic• Experience• Business Ethics,Principles, ValuesAlignment ofStakeholderswith EachOtherAlignment ofStakeholderswith EachOtherBalancedReturns toEachStakeholderBalancedReturns toEachStakeholderMaximumOverallSatisfactionMaximumOverallSatisfactionSuccess!Success!STARTWe Help Companies Align Marketingto Enterprise Strategic Objectives© 2012 Marketing Operations Partners. All Rights Reserved.
    12. 12. © 2012 Marketing Operations Partners. All Rights Reserved.Marketing Operations Self-Assessment (1 = weak, 5 = excellent) Score1. We have clear objectives and understand the outcomes we are trying to achieve.2. We have tangible ways to measure our success.3. We have well-defined shared processes that enable us to work across different groups and get our work done without droppingballs, duplicating efforts or constantly throwing last-minute hot potatoes at one another.4. We document our experience and lessons-learned so others can benefit from them.5. If someone is unavailable or leaves our group, someone else is able to step in and do their job.6. We hold ourselves accountable through regular communications, reporting and reward systems aligned with desired performance.7. We are able to find the right balance between formulating the strategy and executing it.8. We attain buy-in and support before going forward with a new strategy.9. We are able to use technology to collaborate together, make better individual and group decisions, and be more efficient.10. We allocate budget to the most profitable activities and make program adjustments based on insight of what is working best towardachieving our objectives.11. We have a means to improve our competency so we can close the gap between where we are now and where we want to be.12. We have a system in place to nurture future customers that are not ready to buy today.13. Our marketing messages resonate with our customers’ actual experience of our company.14. We are as effective at managing the brand as we are at communicating it.15. We are as effective at listening to our customers as we are at communicating to them.16. We share important knowledge rather than hoard it.17. We have a planning process that encourages people to speak up, contribute and feel involved.18. When there is a process or people issue that is preventing us from moving forward effectively, we are able to acknowledge,discuss and resolve the elephant in the middle of the room.19. We use a dashboard to track our progress.20. The insight from the dashboard is meaningful and helps us make better decisions.Your score as a percentage of 100 possible points:
    13. 13. We Prepare Marketers Now for the Future© 2012 Marketing Operations Partners. All Rights Reserved.
    14. 14. We Help Marketing Professionals Think Differently& Do the Whole Job© 2012 Marketing Operations Partners. All Rights Reserved.
    15. 15. • A catalyst to launch an initial MO function or take your existing MO to ahigher level of excellence• A key vision partner and mentor that keeps you focused on the goal• A resource for MO industry best practices development and insight• An independent auditor of yourorganization’s marketingefficiency and effectiveness• A process design architectproviding guidance,re-engineering andmapping (alignment)Why Engage with Marketing Operations Partners© 2012 Marketing Operations Partners. All Rights Reserved.
    16. 16. • A think tank of diverse subject matter experts who collectively bringa holistic view of how to integrate previously-independent effortsinto a cohesive MO strategy• A co-creator through professional facilitation of your MO roadmapand charter• An alignment specialist and change catalyst to help winstakeholder buy-in and commitment from groups within and outsidemarketing authorityWhy Engage with Marketing Operations Partners© 2012 Marketing Operations Partners. All Rights Reserved.
    17. 17. See What Marketing Ops Thought Leaders are Saying!Benchmarking study:adopt best practices,avoid pitfalls,build your MO roadmap!MOpartners.com/resources/storeFollow our blog!MOpartners.com/blogtinyurl.com/Mktg-OpsOnline talk show withexecs from Autodesk,Clorox, Genworth, NetApp,… and more!© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    18. 18. Jump-start Your Organization’s Awarenessof Marketing Operations Improvement OpportunitiesSocialize your assessment results through this coffee table book with more than2 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.
    19. 19. Advance Your Expertise in Marketing Operations1) Impact & Promise of Marketing Ops2) Mobilizing Strategic Impact for Corporate Growth3) Designing Marketing Infrastructure for Results4) Journey to Marketing Ops MaturityMarketing Operations Essentials: 4 modules available online, in-person, or hybridwww.MOpartners.com/resources/© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    20. 20. Join the Marketing Operations Future ForumThe Forum takes you on a discovery process that alters your viewpointto manage any aspect of marketing more efficiently and effectivelywww.MOfutureforum.com© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    21. 21. Let’s Keep in Touch!tinyURL.com/MOfutureforum@MOpartners@MOfutureforumtinyurl.com/Mktg-OpsChangeMyMO@MOpartners.comUS +1 408 243 7881London +44 (0)20 7193 7682Singapore +65 8183 4022© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
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