Marketing Operations Reviews:What Are They and Why You Need Them
Defining Marketing Operations Reviews      Marketing Operations Reviews = A focused process consisting of      regularly s...
Typical Areas of Focus for MO Reviews     • Annual or quarterly marketing                              • Key issues analys...
MO Review Best Practices     • No standard practices exist, but there is plenty of opportunity for companies to       lear...
Survey Findings on MO Reviews                                                                  Source: Journey to Marketin...
Survey Findings on MO Reviews - 2                                                                  Source: Journey to Mark...
Survey Findings on MO Reviews - 3                                                                  Source: Journey to Mark...
Why Marketing Operations Reviews Are Critical       • Key part of Marketing governance       • Enables more effective impl...
See What Marketing Ops Thought Leaders are Saying!     Benchmarking study:                                Online talk show...
Jump-start Your Organization’s Awareness            of Marketing Operations Improvement Opportunities            Socialize...
Advance Your Expertise in Marketing Operations            Marketing Operations Essentials:  4 modules available online, in...
Join the Marketing Operations Future Forum                     The Forum takes you on a discovery process that alters your...
Let’s Keep in Touch!            tinyURL.com/MOfutureforum                             ChangeMyMO@MOpartners.com           ...
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Marketing Operations Reviews: What They Are and Why You Need Them

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Marketing Operations Reviews: What They Are and Why You Need Them

  1. 1. Marketing Operations Reviews:What Are They and Why You Need Them
  2. 2. Defining Marketing Operations Reviews Marketing Operations Reviews = A focused process consisting of regularly scheduled meetings that are: • Conducted by the Marketing function • Aimed at aligning Marketing strategy with tactics and ensuring execution of Marketing strategy • Most typically conducted on a quarterly or annual basis • Often roll up to C-level review processes© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  3. 3. Typical Areas of Focus for MO Reviews • Annual or quarterly marketing • Key issues analysis planning • Leadership council • Budgeting and resource allocation • Market opportunity management • Business strategy • Marketing portfolio investment • Competitive differentiation evaluation • Creative issues and brainstorming • Marketing roadmap change • Education and team development management • Functional issues (e.g., campaigns, • Operations optimization programs) • Regional issues • Go-to-market plans and policies • Stakeholder alignment, integration • Information exchange and lessons • and mobilization learned • Tracking against plan Source: © 2007, Journey to Marketing Operations Maturity Benchmarking Study, Marketing Operations Partners© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  4. 4. MO Review Best Practices • No standard practices exist, but there is plenty of opportunity for companies to learn from one another • Hold MO reviews offsite to eliminate the distractions of being at the office and to improve the group’s focus and commitment • Retain external facilitators to conduct the MO review process • Frees the CMO and/or VP, who might otherwise lead the process • Potentially increases objectivity and participation • View the MO review process as a “health check” of the Marketing function • Expands the focus of the process from strictly tactical and/or strategic to one that is more holistic • Participants develop a deeper understanding of both the driving and restraining forces that propel them toward or away from achieving the agreed- upon mission of the Marketing organization© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  5. 5. Survey Findings on MO Reviews Source: Journey to Marketing Operations Maturity© 2012 Marketing Operations Partners, Inc. All Rights Reserved. Benchmarking Study, Marketing Operations Partners
  6. 6. Survey Findings on MO Reviews - 2 Source: Journey to Marketing Operations Maturity© 2012 Marketing Operations Partners, Inc. All Rights Reserved. Benchmarking Study, Marketing Operations Partners
  7. 7. Survey Findings on MO Reviews - 3 Source: Journey to Marketing Operations Maturity© 2012 Marketing Operations Partners, Inc. All Rights Reserved. Benchmarking Study, Marketing Operations Partners
  8. 8. Why Marketing Operations Reviews Are Critical • Key part of Marketing governance • Enables more effective implementation of strategy • Aligns cross-functional groups around common purpose through communication and accountability • Addresses people and process issues often swept under the rug • Focuses on overall system health, rather than assignment of individual blame or tendency for collective to become stagnant through learned helplessness behaviors© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  9. 9. 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.
  10. 10. 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.
  11. 11. 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.
  12. 12. 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.
  13. 13. 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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