Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mind the Gap 2: Marketing Operations in Age of Disruption

206 views

Published on

While marketing operations capabilities are a requirement for today’s b-to-b marketing organizations, they can choose from a variety of approaches to execute those capabilities. The key to success is matching an organization’s situation and requirements to the right execution model.

In this webinar Jeff Clark (Research Director at SiriusDecisions) and Ed Breault (VP Marketing at Aprimo) will define the organizational choices for executing marketing operations responsibilities and the advantages and risks associated with each choice, addressing the topics such as organizational model and responsibilities and technology platform.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Mind the Gap 2: Marketing Operations in Age of Disruption

  1. 1. © Copyright 2018. All rights reserved. Proprietary. #AprimoAdvantage Marketing Operations in an Age of DISRUPTION
  2. 2. 2 © Copyright 2018. All rights reserved. Proprietary. Your Presenters Jeff Clark Research Director, SiriusDecisions @jjclark978 Ed Breault VP of Marketing, Aprimo @edbreault #AprimoAdvantage
  3. 3. 3 © Copyright 2017. All rights reserved. Proprietary.3 © Copyright 2018. All rights reserved. Proprietary. What We’ll Cover Today Key issues • Marketing Operations sits at the crossroads of critical marketing, sales and product functions • Focus on customer experience to drive growth is driving marketing transformation • Marketing operations leaders need to support growth through best-in-class accountability, planning, infrastructure and data management What you will walk away with • A view of the current state of marketing operations and how it is evolving across organizations of all sizes • Introduction to key marketing operations skills and frameworks • Planning recommendations for marketing operations leaders #AprimoAdvantage
  4. 4. 4 © Copyright 2018. All rights reserved. Proprietary. #AprimoAdvantage How do you drive change in your organization?
  5. 5. 5 © Copyright 2018. All rights reserved. Proprietary. #AprimoAdvantage To act differently you have to think differently.
  6. 6. 6 © Copyright 2018. All rights reserved. Proprietary. Times have changed #AprimoAdvantage
  7. 7. 7 © Copyright 2018. All rights reserved. Proprietary. Channel complexity Content explosion Limited Resources Customer driven marketing Globalization
  8. 8. 8 © Copyright 2018. All rights reserved. Proprietary. POLL How is your organization planning to enhance the customer experience? 1. Haven't really started yet 2. Scoping the market, gathering info and data to build a plan 3. Have a customer experience program ready to execute 4. We are executing a program and are evaluating outcomes #AprimoAdvantage
  9. 9. 9 © Copyright 2018. All rights reserved. Proprietary. 5.5 7.3 8.3 8.8 9.1 9.6 10.8 12.2 13.3 15 Implement account-based marketing Revise the marketing planning process Brand investment and differentiation Add or revise routes to market Measure marketing's contribution to key business objectives Shift from product-centric to audience-centric Enhance partner/channel marketing capabilities Adapt to changing economic conditions Address changing buying behaviors Enhance customer experience Priorities Influencing Marketing Strategy: 2017 Source: SiriusDecisions 2017 Global CMO Study, n=108 Which of the following priorities have the most influence on your marketing strategy over the next two years? Question 23 (relative weighting scores) #AprimoAdvantage
  10. 10. Content Resource Capacity Customer experience driven marketing ChannelComplexity Traditional Marketing The Marketing Operations and Experience Gap Customer touchpoints Marketing Operational Gap Experience Gap
  11. 11. Content Resource Capacity Customer experience driven marketing ChannelComplexity Traditional Marketing The Marketing Operations and Experience Gap Customer touchpoints Marketing Operational Gap Experience Gap Data Budget Content People
  12. 12. Content Resource Capacity ChannelComplexity The Marketing Operations and Experience Gap Customer touchpoints Data Budget Content People
  13. 13. 13 © Copyright 2018. All rights reserved. Proprietary. #AprimoAdvantage Is your organization designed to deliver great customer experiences?
  14. 14. 14 © Copyright 2018. All rights reserved. Proprietary. How to create a customer- centric digital brand reputation It starts with organizing ‘inside-out’ #AprimoAdvantage
  15. 15. 15 © Copyright 2018. All rights reserved. Proprietary. Traditional Model Products & Channels Customers Organizational-Centric Customers get what you sell them ProductA Channel1 Channel2 ProductB ProductC #AprimoAdvantage
  16. 16. 16 © Copyright 2017. All rights reserved. Proprietary.16 © Copyright 2018. All rights reserved. Proprietary. ANALYTICS INTERNAL AGENCY Cost Speed Engagement Conversion Medium Process Mix Optimization Experience is sub-optimal for everyone DISPERSED MESSAGE & TIMING INTERACTION TOUCH POINTS DRIVERS & INFLUENCERS CUSTOMER Social Mail Union Web Mobile Onsite Email Contact Center Branch Manager Location Anonymous MARKETER #AprimoAdvantage
  17. 17. 17 © Copyright 2017. All rights reserved. Proprietary.17 © Copyright 2018. All rights reserved. Proprietary. Greatest Challenge: Product to Audience-Centric 3.3% 14.1% 18.5% 18.5% 18.5% 27.2% Insufficient skills Revising planning process Siloed or other insufficient processes Internal agreement Understanding the buyers (e.g. personas, needs, buying process) Developing content that is audience- and needs-oriented vs. product-oriented Greatest Challenge: Product to Audience-Centric Source: SiriusDecisions 2016 CMO Study Developing content that is audience and needs-oriented vs product oriented Understanding the buyers (e.g. personas needs, buying process) Internal agreement Siloed or other insufficient processes Revising planning process Insufficient skills #AprimoAdvantage
  18. 18. 18 © Copyright 2017. All rights reserved. Proprietary.18 © Copyright 2018. All rights reserved. Proprietary. Personas Approver Functional Need: Solution is cost effective Business Process Owner Functional Need: Solution solves business process problem Infrastructure Owner Functional Need: Solution is secure, efficient Organizational Need: resolve a problem or address an opportunity Base Marketing Campaigns on Buyer Needs B-to-b buyers don’t buy things for the heck of it; they buy what helps solve well-understood, critical business problems. #AprimoAdvantage
  19. 19. 19 © Copyright 2018. All rights reserved. Proprietary. Roll-Up Programs and Tactics that Focus on the Buyer The days of the “white paper campaign” must cease to exist. The building of awareness, interest and urgency around a theme The sourcing and nurturing of demand based on the theme The help with progression of opportunities sourced by the theme • Press release • Blog • Infographic • White paper • PPT • Video • Battlecard • Playbook • ROI tool CONTENT The knowledge building of external targets and internal audiences Market Intelligence Reputation Demand Creation Sales Enablement THE PROGRAM FAMILIES • Focus group • SWOT analysis • Internal survey • Briefing • Blog publication • Social posting • Email • Webcast • Event • Training • Engagement DELIVERY #AprimoAdvantage
  20. 20. 20 © Copyright 2018. All rights reserved. Proprietary. Interlock Over the Campaign Life Campaigns bring together product, marketing and sales functions. Execution Comms CampaignRetirement Planning Corporate Sales Business Units Finance PersonaNeedsAssessment DefineCampaignThemes SalesandChannel Launch Quarterly Reviews Demand Center Portfolio Marketing Field Marketing #AprimoAdvantage
  21. 21. 21 © Copyright 2018. All rights reserved. Proprietary. The New Customer-Centric Model Products & Channels Customers Traditional Model: Organizational-Centric Customers get what you sell them ProductA Channel1 Channel2 ProductB ProductC Integration around the customer Customers Channels Products New Customer-Centric Model Product A Product B Product C Product D Channel 1 Channel 2 Channel 3 Channel 4 #AprimoAdvantage
  22. 22. 22 © Copyright 2018. All rights reserved. Proprietary. Experience-aligned Tech Stack Attract Online Advertising and SEO Social Media PR Predictive Analytics Engage Website, Blog & Chat Content & Landing Pages Video A/B Testing, UX Convert Marketing Automation CRM Data Enrichment Chat Bots Transact Sales Enablement Webinar Proposal CPQ Customer Success Customer Support Customer Advocacy Online Community Knowledge Base #AprimoAdvantage (MRM) Marketing Resource Management
  23. 23. 23 © Copyright 2018. All rights reserved. Proprietary. #AprimoAdvantage What is the role of Marketing Operations?
  24. 24. 24 © Copyright 2018. All rights reserved. Proprietary. Characteristics of Successful Organisations SiriusDecision Perspective: B-to-b organizations that do this well draw clear lines of responsibility between regional and global teams while maximizing interlock efforts. Strategic Focus Not just execution Formalised Interlock Well-defined interaction model Bi-directional Communications Functions depend on each other Reasonable Labor Division Some things can only be effective from afar #AprimoAdvantage
  25. 25. 25 © Copyright 2017. All rights reserved. Proprietary.25 © Copyright 2018. All rights reserved. Proprietary. Marketing Ecosystem Mapping workflow and functions informs organizational decisions Audience Framework and Personas Messaging and Value Proposition Product, Solution and Industry Intelligence Portfolio Marketing Themes Marketing Mix Global Planning Global Campaigns Global Demand Center Planned Programs BestPractice PMO Rapid Response Perpetual Leverage MAP Web Sites Lead Scoring Corporate Brand Content Operations Influencer Relations Communications Social Operations Marketing Strategy CMO Product Strategy Business/ Sales Strategy Field Marketing Localize Sales Enablement Pipeline Accel Localize Sales Enablement Pipeline Accel Localize Sales Enablement Pipeline Accel AmericasEMEAAsia ABMABMABM Customer Marketing Engagement Retention Advocacy Global Account-Based Marketing Center Large Account Named/Industry Account Marketing Operations Accountability Planning Infrastructure Data #AprimoAdvantage
  26. 26. 26 © Copyright 2018. All rights reserved. Proprietary. Accountability Planning Infrastructure Data Ops Design Marketing Operations Cross-Functional Interlocks Conceives marketing’s strategy, ensures planning tightly linked with corporate goals, evaluates metrics to understand marketing’s performance and contribution, drives marketing productivity. CMO Builds the go-to-market strategy, delivers buyer audiences to inform campaigns and content and crafts messages for personas. Portfolio Marketing Designs, builds and executes demand creation programs, builds demand management processes, assesses measurements and data to improve campaign performance. Demand Center Localizes global campaigns from demand center, executes global and regional campaigns across region, provides account-based marketing and channel marketing support. Field Marketing Establishes sales processes supported by technologies to drive revenue, develops sales intelligence measurements. Sales Operations Develops corporate technology roadmap, works with procurement to establish technology purchasing standards, policies and vendor management, provides implementation and system integration. Information Technology Provides financial guidance to planning process, creates systems and tools standards for auditing and reconciliation of funds. Finance Assists marketing operations with talent recruitment, provides guidance for competency assessments and placement. Human Resources #AprimoAdvantage
  27. 27. 27 © Copyright 2018. All rights reserved. Proprietary. Marketing Operations Competency Map Accountability Planning Infrastructure Data Basic K: Reporting S: Metrics, data sources P: Reporting cadence T: Excel, Web, MAP, SFA K: Plan creation, budget tracking S: Goal execution, budget mgmt. P: Planning, budget, PO T: Word, Excel, PowerPoint K: Demand Waterfall, system usage S: Interview, observation, P: Task mgmt., system policies T: PowerPoint, Excel, MAP, MRM, K: Administration, acquisition S: Standardization, import/export, de-dupe P: List pulls, data flow, data policy T: Excel, MAP, SFA Intermediate K: Campaign measurement S: Analysis, project mgmt., communications P: Measurement roadmap T: MAP, SFA, BI K: Campaign Framework, budget allocation S: Template creation, calendaring, accruals P: Campaign pilots, procurement T: Project mgmt., reporting, MRM, procurement K: Campaign implementation, system management S: Prioritization, process improvement, requirements gathering, business case, user training P: Project mgmt., vendor selection T: Visio, project mgmt. K: Data mgmt. S: Stewardship, quality, audit P: Opt-in/unsubscribe, preference, project mgmt. T: MAP, SFA Advanced K: Analytics S: Requirements gathering, partnership, change mgmt. P: Objective setting, road- mapping T: Business Intelligence K: Strategy, investment allocation S: Strategy development, change mgmt., portfolio mgmt. P: Campaign planning T: MRM, reporting K: Process optimization, road- mapping S: Risk assessment, change mgmt., gap analysis P: Project mgmt., planning T: BPM simulation, reporting K: Strategy S: Acquisition planning, prioritization, modeling P: Cross-functional alignment, governance T: Data warehouse, enterprise architecture K = Knowledge S = Skills P = Process T = ToolsBOLD: Skills supporting customer focus #AprimoAdvantage
  28. 28. 28 © Copyright 2018. All rights reserved. Proprietary. Range of Execution Options Consolidated Selected Ownership Comprehensive Federated Organic Operations Distributed Operations Mission-focused Operations Central Global Operations Scope CX Centralized control. Little business unit autonomy. Decentralized CX CX Balanced Centralization Decentralized guidance is small: Business unit prioritize departmental goals rather organizational resulting in minimal adoption Central team coordinates creation of common CRM practice materials using input of larger business unit ecosystem to leverage efficiency. #AprimoAdvantage
  29. 29. 29 © Copyright 2018. All rights reserved. Proprietary. How do you start to disrupt? #AprimoAdvantage
  30. 30. 30 © Copyright 2018. All rights reserved. Proprietary. • 38 different email providers • Numerous data marts • 28 sales force & CRM systems • 5 real-time decision engines • Multiple analytics & BI Current Martech Ecosystem “16 communications go to a single customer… but not one is a welcome email.” “Numerous preference centers – not centralized.” Company Info • Global Heath Services organization • ~$30 billion in revenue • 40K employees • 2 million+ customers • 155 million+ claims annually • Sales in ~30 countries Situation Analysis #AprimoAdvantage
  31. 31. 31 © Copyright 2018. All rights reserved. Proprietary. Sphere of Influence methodology: Key activities Define the COE Community Define the Influence Measures of Influence Defined CX COE-Actionable Opportunities and Identify Recommended Governance Model • Score the Influence • Define the Objectives per Sphere • Identify Gap in Actual vs. Needed Influence • Define Constituents • Identify Strengths/Weaknesses • Identify Missing Relationships • Identify Teams (Spheres) • Think Big (Primary/Secondary) • Identify Key Players +/- People #AprimoAdvantage
  32. 32. Sphere of Influence graph: Before state Bubble Size = CX Ownership & Responsibility StrategicImportance Influence Relationship Investment Primary Influence CX Readiness Maintain Marketing CHE Service Operations IFP IT & Data Pharmacy (Rx) Legal & Compliance Proactive Health Program E-Campaign CX/COE Marketing Communications Group / Voluntary International Marketing Provider Networks IT Program Management Enterprise Architecture WebIT Informatics / Data CIMA 0 1 2 3 4 5 6 0 1 2 3 4 5 6 #AprimoAdvantage
  33. 33. Sphere of Influence graph: After state Bubble Size = CX Ownership & Responsibility StrategicImportance Influence Relationship Investment Primary Influence CX Readiness Maintain Marketing CHE Service Operations IFP IT & Data Pharmacy (Rx) Legal & Compliance Proactive Health Program E-Campaign CX COE Marketing Communications Group / Voluntary International Marketing IT program management Enterprise Architecture WebIT Informatics / Data CIMA Provider Networks 0 1 2 3 4 5 6 0 1 2 3 4 5 6 #AprimoAdvantage
  34. 34. 34 © Copyright 2018. All rights reserved. Proprietary. CX COE Governance & Org Structure Enterprise CX COE Governance Oversight Committee Provides executive support & governance to project teams COE Core Team COE Extended Team Project Teams • Intake from project teams • Standardizing the delivery process • Improve best practices & methodology • Project & program governance • Project influences • Application experience & knowledge in individual domains • Supports CX projects & decisions • Manage & drive the project • Day to day deliverables Enterprise CX Executive Committee Provides executive support and governance to project teams #AprimoAdvantage
  35. 35. 35 © Copyright 2018. All rights reserved. Proprietary. Be Brave Go Distrupt
  36. 36. © Copyright 2018. All rights reserved. Proprietary. Q&A #AprimoAdvantage
  37. 37. 37 © Copyright 2018. All rights reserved. Proprietary. Next Webinars - https://www.aprimo.com/advantage-webinar-series/
  38. 38. 38 © Copyright 2018. All rights reserved. Proprietary. Next Webinars - https://www.aprimo.com/advantage-webinar-series/
  39. 39. © Copyright 2018. All rights reserved. Proprietary. Thank you Visit resources.aprimo.com for more information on the marketing operations gap! Jeff Clark Research Director, SiriusDecisions jeff.clark@siriusdecisions.com @jjclark978 Ed Breault VP of Marketing, Aprimo edmund.breault@aprimo.com @edbreault #AprimoAdvantage

×