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BearingPoint‘s Marketing Operations Grid is a systematic approach to address the organizational changes and challenges faced when taking marketing automation to the next level (stepping up the game in terms of marketing automation). It supports mapping out roles and responsibilities, as well as key competencies that shape the future marketing organization in the context of state-of-the-art marketing technology.

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Marketing Operations Grid

  1. 1. A BearingPoint Accelerator BearingPoint‘s Marketing Operations Grid is a systematic approach to address the organizational changes and challenges faced when taking marketing automation to the next level(stepping up the game in terms of marketing automation). It supports mapping out roles and responsibilities, as well as key competencies that shape the future marketing organization in the context of state-of-the-art marketing technology. Marketing Operations Grid
  2. 2. Contents Market Drivers Our Approach Client Benefits References Contact Marketing Operations Grid | A BearingPoint Accelerator
  3. 3. Marketing Operations Grid | A BearingPoint Accelerator Being a marketer today is more diverse but also more complex than ever. To tap into the immense potential of available information and technology, organizations have to translate the current trends into operational marketing excellence. Market Drivers Internalization Marketers are turning away from managed services models to reclaim campaign ownership. The shift from external agencies to in-house resources requires a ramp-up of skills that are currently entirely outsourced. Martech A rapidly evolving marketing technology landscape raises the bar for an organization’s ability to absorb change. Marketing professionals are asked to adapt faster than ever. Specialization With customers seeking a connected and personalized omni-channel experience, marketers face a growing need of data specialists and dedicated development resources to meet and exceed expectations. *Salesforce State of Marketing Report Customer expectations Friction between communication channels is no longer acceptable. Today’s customers want to be contacted in real-time, with individual offers that require marketers to think cross-functionally to provide seamless journeys. Number of data sources The median number of data sources to consolidate for a 360° view of the customer has grown by 50%* in the past two years. For a cohesive journey, marketing teams must connect the dots. Intelligent marketing The ability to predict and resolve customer needs before they arise is setting the benchmark. Leading marketing organizations leverage AI-powered recommendations to reinvent interaction.
  4. 4. Marketing Operations Grid | A BearingPoint Accelerator BearingPoint’s Marketing Operations Grid addresses the specific needs of our clients by outlining marketing activities, roles and responsibilities in the context of state-of-the-art marketing technology. Capture Understanding the as-is situation and stakeholder requirements for the future marketing ops process Design Matching optimization potential for marketing ops to business vision as well as functional and technological capabilities Deliver Providing a custom-fit marketing ops blueprint with clear responsibilities, profile descriptions and insights to define the target size of the organization Current campaign mgmt. Pain points Target marketing ops Align with strategy & martech Map out campaign process & team roles Marketing Operations Grid
  5. 5. Marketing Operations Grid | A BearingPoint Accelerator Each step is tailored to our client’s marketing organization needs, makes use of creative as well as proven hands-on techniques and produces tangible results ready to be used by the marketing organization in its transformation process. Marketing operations modelling Process visualization Marketing technology role assessment Role and responsibility map Profile sheets Best practices recommendations Workshops Shadowing Stakeholder interviews Liberating Structures
  6. 6. Marketing Operations Grid | A BearingPoint Accelerator By applying our approach, we enable skilled marketing professionals to leverage state-of-the-art marketing technology and claim ownership of their marketing operations. • Seamless collaboration and clear responsibilities through appropriate governance structures • Increased speed to market for new campaigns • Customer insights driven marketing decisions Process and data ownership • Marketing operating model that matches chosen technology and strategy • Know-how transfer and industry best practices from marketing technologists and operations specialists • Transparency on missing skills and profiles as a basis to enhance and upskill the team Future-proof marketing operations • Process optimization and automation potentials that save time and money • Independency from external service providers Cost efficiency „Strategy is a commodity, execution is an art.“ Peter F. Drucker
  7. 7. Marketing Operations Grid | A BearingPoint Accelerator References International fashion retailer Challenges • Lack of flexibility to create and modify campaign content • Scarcity of provider resources for optimization and roadmap activities • Costly and non-scalable content production on local and international level • Critical know-how is outsourced entirely Our contribution • Discovery of current marketing operations pain points • Design of future campaigning process • Complementary roles and responsibility map supporting the target marketing operations model • Set-up of required permission sets in the chosen marketing tool Client benefits • New sense of campaign ownership allowing for process optimization and increased customer understanding • Targeted skill ramp-up within the marketing team Luxury skincare brand Challenges • Marketing activity fragmented locally and by channel, no consistent client view • Marketing know-how mainly outsourced • Internalization and reclaiming ownership of the campaign management process and client data insights is considered a crucial lever in an extensive firm-wide restructuring Our contribution • Design and implementation of a global campaign management solution with local execution based on Salesforce • Building omnichannel campaign management capabilities • Establishing future roles and process for the internal CRM and omnichannel marketing organization Client benefits • Clarity on governance of B2C-focused global CRM organization including external service providers • Organizational readiness for global rollout • Fully functional marketing operations enabled to focus on impactful client interactions and tomorrow’s trends
  8. 8. Marketing Operations Grid | A BearingPoint Accelerator Contact Carsten Schulz Partner BearingPoint Germany carsten.schulz@bearingpoint.com Annekatrin Mohr Senior Manager BearingPoint Germany annekatrin.mohr@bearingpoint.com About BearingPoint BearingPoint is an independent management and technology consultancy with European roots and a global reach. The company operates in three units: Consulting, Solutions and Ventures. Consulting covers the advisory business; Solutions provides the tools for successful digital transformation, regulatory technology and advanced analytics; Ventures drives the financing and development of start-ups. BearingPoint’s clients include many of the world’s leading companies and organizations. The firm has a global consulting network with more than 10,000 people and supports clients in over 75 countries, engaging with them to achieve measurable and sustainable success. For more information, please visit: Homepage: www.bearingpoint.com LinkedIn: www.linkedin.com/company/bearingpoint Twitter: @BearingPoint © 2020 BearingPoint. All rights reserved

BearingPoint‘s Marketing Operations Grid is a systematic approach to address the organizational changes and challenges faced when taking marketing automation to the next level (stepping up the game in terms of marketing automation). It supports mapping out roles and responsibilities, as well as key competencies that shape the future marketing organization in the context of state-of-the-art marketing technology.

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