Marketing Operations: MObilizing Marketing For A Web 2.0 World

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    Marketing Operations: MObilizing Marketing For A Web 2.0 World - Presentation Transcript

    1. Marketing Operations 2.0: MObilizing Marketing for a Web 2.0 World Sneak preview: to be presented by Gary Katz at an upcoming webinar ©2009 Marketing Operations Partners
      • New channels and tools to more efficiently reach our audience
      • A collaborative platform to engage & dialogue with customer, other stakeholder
      • A greater focus on org. integrity and transparency
      ©2009 Marketing Operations Partners Web 2.0 has Transformed Marketing from the Outside In
      • New initiatives, tools strengthen operational muscle, agility
      • Holistic framework mobilizes x-functional alignment, accountability behind strategy
      • Greater emphasis on org. integrity and transparency
      ©2009 Marketing Operations Partners Marketing Operations (MO) is the Yin to Web 2.0’s Yang
    2. Web 2.0 provides the external transportation system (Information Superhighway 2.0) © Marketing Operations Partners, 2009
    3. New MO provides the internal transportation system (Marketing Operations 2.0) © Marketing Operations Partners, 2009
    4. The highways, roadways and bridges . . . © Marketing Operations Partners, 2009
    5. The means of transportation © Marketing Operations Partners, 2009
    6. The roadmaps & navigational systems © Marketing Operations Partners, 2009
    7. The drivers education, training & licensing © Marketing Operations Partners, 2009
    8. The rules of the road © Marketing Operations Partners, 2009
    9. The traffic controls and signals © Marketing Operations Partners, 2009
    10. And, of course, the mechanics and alignment specialists! © Marketing Operations Partners, 2009
    11. Marketing Operations: A Definition
      • A systematic end-to-end operational discipline to:
      • A holistic framework to apply processes, technology, guidance and metrics to run Marketing as a:
      • Drive efficiency, consistency, alignment, accountability
      • Replicate best practices
      • Build a foundation for Marketing Excellence
      © Marketing Operations Partners, 2009
      • Profit/value center
      • Growth driver
      • Change catalyst
      • Fully-accountable business
    12. MO Best Practice Framework Metrics Process Guidance Infrastructure Management Technology Strategy Ecosystem Alignment © Marketing Operations Partners, 2009
    13. Marketing Operations: Sphere of Influence Scaling for Growth Enterprise Strategic Agenda Customer Profitability Sales Acceleration Accountability Alignment with Stakeholders ©2009 Marketing Operations Partners Marketing Intelligence
    14. Six Top Marketing Challenges and How MO Addresses Them
      • Converting Insight into Value (Marketing Intelligence)
      • Accelerating Sales/Buying Process (Sales Acceleration)
      • Scaling Marketing for Growth
      • Delivering Strategic Agenda
      • Maximizing Customer Profitability
      • Demonstrating Return on Marketing (Accountability)
      ©2009, Marketing Operations Partners
    15. Challenge: Converting Insight into Value Lack of Confidence in Marketing Intelligence Knowledge Gaps Seat-of-the-Pants Decision-Making Disagreement over “Facts” Wasted Research Investment ©2009 Marketing Operations Partners
    16. Solutions: Converting Insight into Value No or Slow Growth Benchmark Against Best Practices Create Customer- Driven Solutions Learn & Document Key Lessons ©2009 Marketing Operations Partners Anticipate Market/ Customer Shifts MO Breeds Intelligence and Innovation
    17. Challenge: Accelerating Selling/Buying Process No or Slow - Growth... Disappointing Revenue Results Wasted Leads Antagonism between Sales & Marketing Disconnect between Sellers & Buyers Burned Out Customer References ©2009 Marketing Operations Partners
    18. Solutions: Accelerating Selling/Buying Process No or Slow Growth Help Sales Help Customers Buy Feed Sales Pipeline Optimize Marketing & Sales Handoffs Leverage Customer Loyalty Assets MO Aligns Sales/ Marketing Effort ©2009 Marketing Operations Partners
    19. Challenge: Scaling Marketing for Growth Marketing in Reaction Mode Unmanageable complexity Siloed thinking Poor resource utilization Ineffective Knowledge Transfer ©2009 Marketing Operations Partners
    20. Solutions: Scaling Marketing for Growth Marketing in Reaction Mode Assess Marketing Health Leverage Process, Tools & Technology Win X-functional Support & Buy-in Enlist Executive Sponsors & Champions MO Raises Bar ©2009 Marketing Operations Partners
    21. Challenge: Delivering the Strategic Agenda Every Strategy Cycle, Every Budget Cycle -- is a Free-for-All Disconnect Between Marketing & Enterprise Objectives Siloed Strategies Vision Ineffectively Executed Team Relationships Less Than Functional ©2009 Marketing Operations Partners
    22. Solutions: Delivering the Strategic Agenda Strategy / Budget Cycles are Free-for-Alls Drive Innovation & Messaging Alignment Catalyze Shared Purpose and Vision Lead Governance To Live the Brand Win Buy-in for Marketing Change Marketing Operations Realizes Strategy ©2009 Marketing Operations Partners
    23. Challenge: Maximizing Customer Profitability The Price of Acquiring & Keeping a Customer is Growing Greater Customer Sophistication High Customer Churn Customer Experience/ VOC are Buzzwords High Employee Churn ©2009 Marketing Operations Partners
    24. Solutions: Maximizing Customer Profitability The Price of Acquiring & Keeping Customers is Growing Calculate Customer Lifetime Value Capture VOC to Leverage Customer Decision Drivers Win Back At-Risk Customers Mobilize Resources to Meet Customer Expectations Marketing Operations Fosters Customer Intimacy ©2009 Marketing Operations Partners
    25. Challenge: Demonstrating Return on Marketing Marketing on Defensive to Show Contribution Marketing Perceived as Cost Center Difficulty Defining Meaningful Metrics Poor Visibility – Infrastructure for Measurement Lacking ©2009 Marketing Operations Partners Short-term Orientation In Funding Initiatives
    26. Solutions: Demonstrating Return on Marketing Marketing on Defensive To Show Contribution Align Marketing Objectives to Enterprise Objectives Track Leading & Lagging Indicators Via Dashboards Track & Manage Individual and Team Performance Fine-tune Forecasting with Predictive Modeling ©2009 Marketing Operations Partners MO Enables Account-ability
    27. The Stages of Marketing Operations Maturity Advanced Processes (LEAN, Six Sigma, Supply Chain)‏ Change Management Competency Development Customer Profitability Enterprise Marketing Management Enterprise Metrics Alignment Marketing Governance Portfolio Management Predictive Analytics Shared Vision Strategic Management Org. Learning Facilitation Fundamental Marketing Operations Budget Management CRM Marketing Services Measurement Vendor Management Expanded Marketing Operations Sophisticated Marketing Operations Behavior-Rewards Alignment Best Practices Campaign Automation Cross-Functional Alignment Knowledge Management Metrics MOM / MRM / DAM Process Mapping & Design *CRM = Customer Relationship Management DAM = Digital Asset Management MOM = Marketing Operations Management MRM = Marketing Resource Management ©2009 Marketing Operations Partners
    28. Profile of MO Best Practices
      • With Sales
      • With Enterprise Metrics
      > 20% CAGR ’ 03-’07 Strong Brand Identity Execution Excellence Process Excellence
      • Budgeting
      • Brand Management
      • Customer Management
      • Planning
      • Product Lifecycle Management
      • Predictive Analytics for Revenue
      • Budget Planning Processes
      Alignment © 2007 Marketing Operations Partners
    29. Benefits of a New MO – For marketing professionals
      • Stronger position during budget scrutiny
      • Part of a learning-oriented environment
        • Develop fundamental skills & leverage enabling infrastructure to operate effectively, stay accountable and benefit from MO-driven improvements
      • Better utilization of your unique talents, greater job satisfaction
      ©2009, Marketing Operations Partners
    30. Benefits of a New MO – For CMOs
      • Injection of left-brain thinking to balance right-brained marketing
      • The means to shift priorities from short-term fixes to long-term strategic initiatives
        • Increased tenure > 28.2 months
      • An operational partner, a Chief of Staff, solely focused on:
        • Optimizing scare resources
        • Making course corrections
        • Measuring results
        • Winning enterprise-wide support
      ©2009, Marketing Operations Partners
    31. Benefits of a New MO – For CEOs
      • X-functional teams working in greater collaboration, alignment
      • Decreased employee and customer churn
      • Substantially greater contribution from marketing to achieve your enterprise strategic agenda and win in the market
      ©2009, Marketing Operations Partners
    32. Thanks for Attending! For More Results, Contact Us: Phone: 408-243-7881 E-mail: [email_address] Web: www.mopartners.com Blog: http://mopartners.typepad.com/ Marketing Operations Future Forum on LinkedIn: http://www.linkedin.com/groups?gid=1919017 Journey to Marketing Operations Maturity Benchmarking Study: http://www.mopartners.com/services/MORbenchmark.php © 2009 Marketing Operations Partners
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