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Mind the Gap: Making Marketing More Productive

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Marketing operations is a growing need for most organizations and the function’s value is increasingly recognized. Watch for more information on how you can make your marketing team more productive!

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Mind the Gap: Making Marketing More Productive

  1. 1. Mind the Gap: Making Marketing More Productive © Copyright 2017. All rights reserved. Proprietary. #AprimoAdvantage
  2. 2. 2 © Copyright 2017. 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. CMO Investments According to the SiriusDecisions 2017 CMO study, CMO’s are expecting to increase their investment in marketing operations functions. #1,2,3Marketing planning, analytics and marketing operations ranked as the top new roles expected to add 40%Expect to invest in marketing resource management & business intelligence technology in next 2 years. 2XYoY Investment in MO programs and people since 2006 #AprimoAdvantage
  4. 4. 4 © Copyright 2017. All rights reserved. Proprietary. Executive Summary Key Issues • Marketing Operations sits at the crossroads of critical marketing, sales and product functions • Marketing Operations can play a key role corporate growth initiatives that drive 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
  5. 5. 5 © Copyright 2017. All rights reserved. Proprietary. State of Marketing Operations Marketing operations is a growing capability for most global CMOs, and the function’s value and benefits are increasingly recognized. Responsibilities formalize. Include data and measurement. Scope starts to narrow and mission solidifies. A marketer assumes ownership of marketing technology/ a two person team in place to manage “special projects”. Marketing operations is the enabler of peak marketing performance across the business Planning gets viewed as essential component of the charter. #AprimoAdvantage
  6. 6. 6 © Copyright 2017. 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
  7. 7. 7 © Copyright 2017. All rights reserved. Proprietary. Flagship Model Flagship Model Marketing Operations Priorities Devise and manage cross-marketing measurement, analytics and reporting process for visibility into performance/ contribution. Marketing Reporting and Measurement Aligned Measurement Process Model Support decisions for marketing technology investment, and guide implementation and ongoing management. Marketing Infrastructure Technology Alignment Framework Create the functional role definition for the marketing operations discipline and optimize the skills and competencies of the function. Marketing Operations Functional Design and Development The Marketing Operations Range of Responsibilities Model Facilitate a best-in- class marketing planning process that includes aligning with business objectives and developing operational budgets. Marketing Planning and Budgeting Marketing Planning Process Design marketing’s data strategy, and devise the best approaches for data quality, unification, access, governance and measurement. Data Management Five Pillars of Data Management #AprimoAdvantage
  8. 8. 8 © Copyright 2017. All rights reserved. Proprietary. Optimize Key Marketing Processes Certain processes are both critical to marketing performance and tend to be lacking in efficiency. Reporting & Analytics Personalization Lead Scoring & Routing Outbound Outreach Content Creation Planning & Budget Mgmt. What and who do I need to know in my target market(s) and accounts? How do I use past performance to improve future results? Who do I want to engage, where do they want to engage, and what will they care about? How do I maximize conversion to revenue by spending time only on leads we can close? How do I make sure leads get to the right person fast? How can I segment customers and prospects using meaningful insights and behavior triggers? How do I maximize engagement at all stages of buying and post-sale? How do I develop content relevant to target buyers? How do I maximize content engagement and minimize waste? What’s the most efficient process to create, review & publish? How do I ensure functional plans with support our business objectives? How do I ensure expense tracking aligns with performance tracking? #AprimoAdvantage
  9. 9. © Copyright 2017. All rights reserved. Proprietary. Audience Poll
  10. 10. 10 © Copyright 2017. All rights reserved. Proprietary. Content Resource Capacity Customer experience driven marketing ChannelComplexity Traditional Marketing The Marketing Operations Gap Customer touchpoints The Marketing Operational Gap #AprimoAdvantage
  11. 11. 11 © Copyright 2017. All rights reserved. Proprietary. Content Resource Capacity Customer experience driven marketing ChannelComplexity Traditional Marketing The Marketing Operations Gap Customer touchpoints The Marketing Operational Gap Data Budget Content People #AprimoAdvantage
  12. 12. 12 © Copyright 2017. All rights reserved. Proprietary. Content Resource Capacity ChannelComplexity The Marketing Operations Gap Customer touchpoints Data Budget Content People Aprimo manages Customer experience driven marketing #AprimoAdvantage
  13. 13. © Copyright 2017. All rights reserved. Proprietary. How to close the gap? #AprimoAdvantage
  14. 14. 14 © Copyright 2017. All rights reserved. Proprietary. Conduct Capability Gap Analysis: Sample Key Operations Capabilities (Hi-Level) People Process Tech. Marketing planning Campaign program planning & tracking Performance analytics reporting Digital Asset Management Content creation, publishing & management Create, manage, and deliver forms to users Optimize content management for website Calendar/Project coordination Content performance & process measurement … Engage your stakeholders in discovery process to define new functional capabilities and identify gaps in your current infrastructure. #AprimoAdvantage
  15. 15. 15 © Copyright 2017. All rights reserved. Proprietary. Conduct Performance Gap Analysis: Sample Key Operations Capabilities (Hi-Level) Content People Data Budget Strategic Alignment – transparency across the org Agility – ability to get to market quickly and efficiently Global Visibility – insights and access to initiatives & assets Performance – analyze & optimize workflow and output Spend management – align budget to campaigns ROI Brand management – ability to deliver desired experience Engage your stakeholders in discovery process to define new functional capabilities and identify gaps in your current performance. #AprimoAdvantage
  16. 16. 16 © Copyright 2017. All rights reserved. Proprietary. Marketing Operations Technology Marketing Measurement & Reporting ACCOUNTABILITY Marketing Planning & Budgeting PLANNING Marketing Technology & Process Management INFRASTRUCTURE Marketing Data Management DATA Mktg. Operations Functional Design & Development OPS DESIGN Marketing Resource Management (MRM) Suites Business Intelligence Marketing Attribution Predictive Analytics Project Management Contact Data Management Marketing and Salesforce Automation (MAP – SFA) Budget Planning & Tracking Data Unification MRM #AprimoAdvantage
  17. 17. 17 © Copyright 2017. All rights reserved. Proprietary. Core Marketing Resource Management Solutions SiriusDecisions defines MRM technology by the following five areas of functionality, which are the most relevant for b-to-b marketers: • Planning/Budgeting: Develop a hierarchical budget allocation model that distributes budget to multiple entities and across activities that span multiple fiscal periods. • Project Management: Enable project team members to know who is working on what, when and where. Project management capabilities should be integrated with the marketing calendar. • Asset Management: Provide a secure central repository for marketing materials with version control management, support for a wide range of file types, and information about the assets. • Communications: Share plans with a community of constituents who need various forms of information about budgets, activities, projects and assets. Includes collaboration and calendaring functionality. • Performance Management: Enable marketing to determine return on investments in campaigns, content and other dimensions of marketing activity. #AprimoAdvantage
  18. 18. 18 © Copyright 2017. All rights reserved. Proprietary. MRM Functionality (Cont.) Budgeting/Planning: • Commit budget to activities • Align with Purchase Orders • Reconcile actuals with commitments • Reassign unspent accruals • Integrate with finance systems Project Management: • Defining jobs • Establish roles, workflow & dependencies • Enable collaboration & review • Identify resource gaps • Access related files • Integrate with marketing calendar Asset Management: • Support wide range of file types • Produce variation file formats • File metadata enables easy search • Reports on usage history • Able to scale to user community • Offer external access, if necessary Communications: • Share plans • Integrated marketing calendar • Campaign, geo, function dimension views • Report on current state of activities • Visibility to project details and files Performance Analytics: • Demonstrate performance on key views • Report marketing sourced/influenced data • Report on marketing efficiency • Calculate Marketing ROI • Measure content performance #AprimoAdvantage
  19. 19. © Copyright 2017. All rights reserved. Proprietary. Success with Technology #AprimoAdvantage
  20. 20. 20 © Copyright 2017. All rights reserved. Proprietary. Dell implemented a hub-and spoke architecture and used Aprimo Plan & Spend to gain a global view into their marketing Alignment of $1 billion in marketing spend to global marketing taxonomy 98% reduction in time to generate reports 1500 global users integrated into one system #AprimoAdvantage
  21. 21. 21 © Copyright 2017. All rights reserved. Proprietary. Philips initiated a digital transformation program and activated Aprimo Digital Asset Management to securely manage vast amounts of content 300,000+ digital assets tracked and easily shared with partners 15,000 global users of content 5,000 new assets per month created with reduced time to market #AprimoAdvantage
  22. 22. © Copyright 2017. All rights reserved. Proprietary. What’s next? #AprimoAdvantage
  23. 23. 23 © Copyright 2017. All rights reserved. Proprietary. Key MRM Considerations Consensus buying process. For broader, full-suite implementations, ensure all stakeholders are involved in buying decision. Individual buying process. “Pure-play” or single function solutions have more streamlined buying process, as well. Determine required capabilities. Where is there the greatest need to improve productivity and visibility. Determine capability interrelations. What capabilities require integration with other MRM modules or systems to enable. Suites. Do you need broader set of capabilities in the long run? Pure-Play. Are “pure-play” capabilities all that is required, or other systems are covering them? SaaS. Many chose SaaS implementation for speed to market and ease of management. On-premise. Are there security concerns that require on premise solution? Marketing-wide implementation. Broader implementations require formal process, but generate greater benefits. Single function implementation. “Pure-play” or single function solutions are simpler in implementation. Ensure that your buying team discusses these pre-implementation areas to ensure that your making the right decision. #AprimoAdvantage
  24. 24. 24 © Copyright 2017. All rights reserved. Proprietary. Key Takeaways and Recommendations • Marketing operations is a strategic function that is essential to making the b-to-b marketing organization work • The charter of marketing operations grows as an organization grows, in terms of both size and scope • The function optimally serves a diverse set of stakeholders and drives impact at all levels • Marketing operations is a key contributor to marketing efforts that drive organizational growth • Marketing Resource Management systems can provide the structure and automation of key processes that will make all of marketing more efficient #AprimoAdvantage
  25. 25. 25 © Copyright 2017. All rights reserved. Proprietary. Key Research • The Marketing Operation Range of Responsibilities Model • Marketing Operations' Role in Technology Management • The Sirius Decisions Technology Alignment Framework • Best Practices in Conducing a Process Audit • Sirius Perspective on Technology: Marketing Resource Management (Dec. 2017) • Strategic Budget Allocation #AprimoAdvantage
  26. 26. © Copyright 2017. All rights reserved. Proprietary. Q&A #AprimoAdvantage
  27. 27. 27 aprimo.com © Copyright 2017. All rights reserved. Confidential. Proprietary. Mind The Gap: Building Marketing Operations January 23, 2018 with Jeff Clark (SiriusDecisions) and Ed Breault
  28. 28. © Copyright 2017. 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

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