Marketing Operations: MObilizing Marketing For A Web 2.0 World

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

New initiatives, tools strengthen operational muscle, agility

Holistic framework mobilizes x-functional alignment, accountability behind strategy

Greater emphasis on org. integrity and transparency

Web 2.0 provides the external transportation system (Information Superhighway 2.0) © Marketing Operations Partners, 2009

New MO provides the internal transportation system (Marketing Operations 2.0) © Marketing Operations Partners, 2009

The highways, roadways and bridges . . . © Marketing Operations Partners, 2009

The means of transportation © Marketing Operations Partners, 2009

The roadmaps & navigational systems © Marketing Operations Partners, 2009

The drivers education, training & licensing © Marketing Operations Partners, 2009

The rules of the road © Marketing Operations Partners, 2009

The traffic controls and signals © Marketing Operations Partners, 2009

And, of course, the mechanics and alignment specialists! © Marketing Operations Partners, 2009

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

Profit/value center

Growth driver

Change catalyst

Fully-accountable business

MO Best Practice Framework Metrics Process Guidance Infrastructure Management Technology Strategy Ecosystem Alignment © Marketing Operations Partners, 2009

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

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)

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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