Marketing Operations: MObilizing Marketing For A Web 2.0 World
 

Marketing Operations: MObilizing Marketing For A Web 2.0 World

on

  • 1,139 views

A sneak preview of my latest thinking, in which I parallel Web 2.0 and Marketing Operations. I have not presented this work live as of 5/11/09.

A sneak preview of my latest thinking, in which I parallel Web 2.0 and Marketing Operations. I have not presented this work live as of 5/11/09.

Statistics

Views

Total Views
1,139
Views on SlideShare
1,134
Embed Views
5

Actions

Likes
1
Downloads
4
Comments
0

3 Embeds 5

http://mopartners.com 2
http://www.linkedin.com 2
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

    • Marketing Operations 2.0:MObilizing Marketing for a Web 2.0 World
    • It`s Not the Wild Wild West any More© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • It`s a Web 2.0 World Now© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Web 2.0 Has Transformed Marketing From Outside In • Efficient new channels & tools • A collaborative platform to engage customers, stakeholders • Greater focus on org. integrity & transparency© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • It looks Like Chaos…© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • But There`s Order Within Chaos Information Superhighway 2.0© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Marketing is Broken Inside Most Companies Silos Web Alliances Events PR Channel Mktg Social Media Lead Gen Product Mgmt Marcom© 2012 Marketing Operations Partners. All Rights Reserved.
    • 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.
    • 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. All Rights Reserved.
    • It`s Time to Change the MO of Marketing! There`s Help for Program Drivers! Web Alliances Events PR Channel Mktg Social Media Lead Gen Product Mgmt Marcom© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Marketing Operations. The Yin to Web 2.0`s Yang • 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.
    • Internal Transportation System: MO 2.0© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Highways, Roadways and Bridges . . .© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Means of Transportation© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Traffic Controls & Signals© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Driver`s Handbook© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Driver`s Ed, Training & Licensing© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Mechanics Tuning the Engine© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Alignment Specialist© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Navigational System© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Roadmap© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • MOdel for Sustainable Success Strategy Guidance Process Metrics Technology Ecosystem Alignment Infrastructure Management© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Aligned Objectives 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. All Rights Reserved.
    • Marketing Operations: A Definition 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.
    • Marketing Operations: Sphere of Influence Marketing Customer Intelligence Profitability Enterprise Accountability Alignment with Strategic Stakeholders Agenda Scaling for Buying Growth Acceleration© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • 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)© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Challenge: Converting Insight into Value Lack of Confidence in Business Intelligence© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • 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.
    • Challenge: Accelerating Selling/Buying Process No or Slow - Growth... Disappointing Revenue Results© 2012 Marketing Operations Partners. All Rights Reserved.
    • Solution: Accelerating Selling/Buying Process Integrate Feed Sales Buying/Selling Pipeline Cycle MO Aligns Sales/ No or Slow Growth Marketing Effort Leverage Loyalty Optimize Sales/ Assets Marketing Hand-offs© 2012 Marketing Operations Partners. All Rights Reserved.
    • Challenge: Scaling Marketing for Growth Marketing in Reaction Mode© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • 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.
    • Challenge: Delivering the Strategic Agenda Every Strategy/Budget Cycle -- a Free-for-All© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Solution: Delivering the Strategic Agenda Ensure Message Catalyze Integrity Shared Vision MO Strategy / Budget Cycles Realizes are Free-for-Alls Strategy Live the Socialize Brand Marketing Change© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Challenge: Maximizing Customer Profitability The Price of Acquiring & Keeping a Customer is Growing© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • 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.
    • 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.
    • 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 Track Individual and thru Predictive Team Performance Analytics© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • 3 Stages of Marketing Operations 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.
    • Profile of Marketing Operations Best Practices > 20% CAGR ’03-’07 Strong Brand Identity Alignment • With Sales • With Enterprise Metrics Execution • Predictive Analytics for Revenue & Excellence Budget Planning Processes • Budgeting Process • Brand Management Excellence • Customer Management • Planning • Product Lifecycle Management© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Benefits of New MO – For Marketing Professionals • Stronger position during budget scrutiny • Part of a learning-oriented environment • Better utilization of your unique talents • Greater job satisfaction© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Benefits of a New MO – for CMOs • Injection of left-brain thinking • Shift of priorities from short- to long-term • An operational partner, a Chief of Staff • Increased tenure© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Benefits of a New MO – for CEOs • Better x-functional alignment • Decreased employee, customer churn • Greater contribution from marketing • Win in the market© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • Great Marketing Operations Resources • Journey to Marketing Operations Maturity Benchmarking Study by Marketing Operations Partners • Calibrate How You Operate by The CMO Council • The Profit Maximization Paradox: Cracking the Marketing/Sales Alignment Code by Glen Petersen • Marketing Metrics in Action by Laura Patterson • Marketing 2.0: Bridging the Gap between Buyer and Seller through Social Media Marketing by Bernie Borges • Marketing Operations Future Forum on LinkedIn • Marketing Operations Cross-Company Alliance (MOCCA) Other Resources: IDC, Sirius Decisions, Aberdeen, Forrester Research© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.