Marketing Operations: Where Project Management Meets Marketing

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

Marketing Operations: What’s in it for you? © Marketing Operations Partners, 2009

Apply your PM skills in a hot new discipline

Work cross-functionally both within and outside marketing to drive alignment, collaboration and buy-in

Marry execution with strategy

Raise project management to performance management and measurement

Carve out your own job description based on the changing operational needs of the Marketing organization

Be in the center of a continuous learning process

Be or grow into an indispensable Chief of Staff to the CMO

Sharpen you saw for future career opportunities (CMO, COO, CEO, etc.)

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

Accelerating Sales/Buying Process

Scaling Marketing for Growth

Delivering Strategic Agenda

Optimizing Customer Profitability

Demonstrating Return on Marketing

The Challenge: Converting Insight into Value Lack of Confidence in Marketing Intelligence Knowledge Gaps Seat-of-the-Pants Decision-Making Disagreement over “Facts” If We Build It They will Come ©2009 Marketing Operations Partners

Addressing the Challenge: Converting Insight into Value Lack of Confidence in Marketing Intelligence Knowledge Gaps Seat-of-the-Pants Decision-Making Disagreement over “Facts” If We Build It They will Come ©2009 Marketing Operations Partners Create Customer- Driven Solutions Learn From Wins & Losses Benchmark Against Industry Norms Anticipate Market/ Customer Shifts MO Breeds Intelligence and Innovation

The Challenge: Accelerating Selling/Buying Process No or Slow - Growth... Disappointing Revenue Results Sluggish Pipeline? Unforeseen Obstacles to Sales Clearing Objections Takes Time Missed Opportunities ©2009 Marketing Operations Partners

Addressing the Challenge: Accelerating Selling/Buying Process No or Slow - Growth... Disappointing Revenue Results Sluggish Pipeline? Unforeseen Obstacles to Sales Clearing Objections Takes Time Missed Opportunities ©2009 Marketing Operations Partners Feed The Sales Pipeline Engage Customers to Sell & Market Optimize Marketing & Sales Handoffs Grow Synergies, Grow Results MO Aligns Sales/ Marketing Effort

The Challenge: Scaling Marketing for Growth Marketing in Reaction Mode Need to Satisfy Mix of Stakeholders Dynamic Competitive Market Unmanageable Complexity Reaching Strategic Objectives is in Question ©2009 Marketing Operations Partners

Addressing the Challenge: Scaling Marketing for Growth Marketing in Reaction Mode Need to Satisfy Mix of Stakeholders Dynamic Competitive Market Unmanageable Complexity Reaching Strategic Objectives is in Question ©2009 Marketing Operations Partners Assess Marketing Optimization Opportunities Tap Infrastructure as Accelerator Manage Ahead of Change Assert Performance Leadership MO Raises the Bar

The Challenge: Delivering the Enterprise Strategic Agenda Every Strategy Cycle, Every Budget Cycle -- is a Challenge Disconnect Between Facts & Direction Tough Getting Buy-in Vision Ineffectively Executed Team Relationships Less Than Functional ©2009 Marketing Operations Partners

Addressing the Challenge: Delivering the Enterprise Strategic Agenda Every Strategy Cycle, Every Budget Cycle -- is a Challenge Disconnect Between Facts & Direction Tough Getting Buy-in Vision Ineffectively Executed Team Relationships Less Than Functional ©2009 Marketing Operations Partners Drive Innovation & Messaging Alignment Develop Visioning as a Tool for Results Bring Discipline to Marketing Governance Win Buy-in for Marketing Change MO Guides Process

The Challenge: Optimizing Customer Profitability The Price of Acquiring & Keeping a Customer is Growing Customer Insight Stays in the Field Land Account, Hope for Profits Customer Experience/ VOC are Buzzwords High Customer Churn ©2009 Marketing Operations Partners

Addressing the Challenge: Optimizing Customer Profitability The Price of Acquiring & Keeping a Customer is Growing Customer Insight Stays in the Field Land Account, Hope for Profits Customer Experience/ VOC are Buzzwords High Customer Churn ©2009 Marketing Operations Partners Maximize Customer Lifetime Value Leverage Customer Decision Drivers Win Back At-Risk Customers Mobilize Resources to Meet Customer Expectations MO Builds Customer Intimacy

The Challenge: Demonstrating Return on Marketing Marketing on Defensive to Show Contribution Marketing Perceived as Cost Center Difficulty Defining Meaningful Metrics Poor Visibility of Results Infrastructure for Measurement Lacking ©2009 Marketing Operations Partners

Addressing the Challenge: Demonstrating Return on Marketing Marketing on Defensive to Show Contribution Marketing Perceived as Cost Center Difficulty Defining Meaningful Metrics Poor Visibility of Results Infrastructure for Measurement Lacking ©2009 Marketing Operations Partners Leverage Metrics Blueprint to Drive Measurement Identify Leading & Lagging Indicators Via Dashboards Track & Manage Individual and Team Performance Fine-tune Forecasting with Predictive Modeling MO Enables Accountability

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

The Evolution to MO 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

Big Investment, Heightened Accountability Dynamic Competitive Market Need to Raise Strategic Game Marketing Operations: Building the Case for a Dedicated MO Function Cross-functional Alignment Critical Under Media/ Regulatory Scrutiny M & A Integration Challenges EXTERNAL DRIVERS VALUE DRIVERS MOBILIZATION DRIVERS © Marketing Operations Partners, 2009

Marketing Operations: Why become an MO Evangelist?

Major leadership opportunity

At the forefront of effecting enterprise change

An integral part of the quest for innovation

Fast track to personal growth, learning and accountability

Focus on enterprise health and wellness, not reinforcing entrenched dysfunction

Win-win as a team

Richer job or career satisfaction and rewards

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 Evangelists Group: To join, e-mail [email_address] Journey to Marketing Operations Maturity Benchmarking Study: http://www.mopartners.com/services/MORbenchmark.php © 2009 Marketing Operations Partners