The 4 Commandments of Marketing Operations Outsourcing
DemandGen EMEA: Marketing Automation Webcast#7Case Study: Webcast Panel :Marketing Operations - The 4 commandments of outsourcing Dec 15th 2011/ 1PM/2PM CET Hosted by: John Sweeney Customer Success Director #MARKOPS DemandGen UK
Today’s GuestsNick PorterSales and Marketing Director Europe
Today’s GuestsReinhard JanningCEO – DemandGen Europe
Today’s Format • The Four Commandments of Marketing Operations Outsourcing are presented. • Do the panel agree or disagree with the commandment? • Why? Live Listeners Polling Questions Ask Questions BrightTalk or Twitter Hashtag #markops @jnsweeneytweets
What is Marketing Operations?“Key Objectives for Marketing Operations executives include: driving more effectivestrategic planning, investment decision, and budgeting processes; leadingthe charge for marketing performance measurement processes;deploying the required infrastructure to maintain the consistent implementationprocesses” (Source IDC)
Marketing Operations Today? Windsor Dec 2012 “Data management, marketing systems and core processFive Disciplines for 2015 management will be theContent plumbing that marketing relies on for the future: for marketingDemand Creation to get more economic leverage, it needs better infrastructure”Go-To-Market (GTM)ProcessSocial Media Marilyn Read Research DirectorMarketing Operations
Four Commandments of Marketing Ops Outsourcing?Four Critical Areas in Marketing Operations 1. Strategic Planning (Research) 3. Process 2. Technology 4. Analytics (MPM)
Commandment 1: Strategic Planning #1 Thy shalt not outsource any elements of Strategic Planning!
Commandment 2: Technology #2 Leave Technology outsourcing decisions to the IT Crowd!
Commandment 3: Process #3 Thy Shalt define a process and outsource it!
Commandment 4: Analytics #4 Thy shalt let the Marketing team alone analyse results and Marketing ROI!
Summary and Polling Results 1. Strategic Planning (Research) 3. Process 2. Technology 4. Analytics (MPM)
DemandGen EMEA: Marketing Automation Webcast#7 Webcast: Use Social Media and Content Marketing to Drive Demand Jan 10th 2012/ 1PM/2PM CET Stuart Wheldon John SweeneySr. Director Customer Success Customer Success Director & Strategy DemandGen UK Eloqua