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Marketing Ops Is A Philosophy Not a Department By Justin Dunham

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From the #MarTech Europe Conference in London, November 1-2, 2016. SESSION: Marketing Ops Is A Philosphy Not A Department. PRESENTATION: Marketing Ops Is A Philosphy Not A Department - Given by Justin Dunham, @jwyattd - Urban Airship, Lead, Marketing Technology

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Marketing Ops Is A Philosophy Not a Department By Justin Dunham

  1. 1. Justin Dunham, @jwyattd Marketing Ops is a Philosophy, not a Department Justin Dunham Lead, Marketing Technology Urban Airship
  2. 2. Justin Dunham, @jwyattd What we mean by “Marketing Ops”
  3. 3. Justin Dunham, @jwyattd Data & Systems Analytics & Reporting What we mean by “Marketing Ops”
  4. 4. Justin Dunham, @jwyattd Data & Systems Analytics & Reporting What we mean by “Marketing Ops”
  5. 5. Justin Dunham, @jwyattd Content Marketing Marketing Ops and other departments
  6. 6. Justin Dunham, @jwyattd Content Marketing Marketing Ops and other departments ●  What content performs best? ●  What’s been the most effective paid media campaign? ●  Please get this up on the site / deploy this in email. ●  Can we give Sales a template to follow up with event attendees?
  7. 7. Justin Dunham, @jwyattd Product Marketing Marketing Ops and other departments
  8. 8. Justin Dunham, @jwyattd Product Marketing ●  Who’s visiting the site? ●  Where are they coming from? ●  What assets are Sales using? ●  Help us build an ROI calculator. ●  Help us understand who’s in the database. Marketing Ops and other departments
  9. 9. Justin Dunham, @jwyattd Demand Gen Marketing Ops and other departments
  10. 10. Justin Dunham, @jwyattd Demand Gen ●  How much revenue does a lead from AdWords generate? ●  What technologies can we use on the website to shorten our forms? ●  Help us decrease page loading time so we can rank better on Google. ●  Can you suggest some A/B testing ideas to us? Marketing Ops and other departments
  11. 11. Justin Dunham, @jwyattd Prioritization Synchronization Execution What we mean by “Marketing Ops”
  12. 12. Justin Dunham, @jwyattd CMO Marketing Ops Customer Acquisition Customer Retention Product Marketing Content Marketing A marketing org chart
  13. 13. Justin Dunham, @jwyattd CMO Marketing Ops Growth Brand Customer Content A marketing org chart
  14. 14. Justin Dunham, @jwyattd Marketing ops is the operating system for marketing
  15. 15. Justin Dunham, @jwyattd Marketing ops is the operating system for marketing
  16. 16. Justin Dunham, @jwyattd Collaboration What we mean by “Marketing Ops”
  17. 17. Justin Dunham, @jwyattd Some principles
  18. 18. Justin Dunham, @jwyattd urbanairship.com
  19. 19. Justin Dunham, @jwyattd Principle 1: Accountability through data
  20. 20. Justin Dunham, @jwyattd Principle 1: Accountability through data
  21. 21. Justin Dunham, @jwyattd Principle 1: Accountability through data
  22. 22. Justin Dunham, @jwyattd Principle 1: Accountability through data
  23. 23. Justin Dunham, @jwyattd Principle 1: Accountability through data
  24. 24. Justin Dunham, @jwyattd Principle 2: Test and learn
  25. 25. Justin Dunham, @jwyattd Principle 2: Test and learn
  26. 26. Justin Dunham, @jwyattd Principle 2: Test and learn
  27. 27. Justin Dunham, @jwyattd Principle 3: Technology as a competitive advantage
  28. 28. Justin Dunham, @jwyattd Principle 3: Technology as a competitive advantage 4,000 Marketing Technology Solutions
  29. 29. Justin Dunham, @jwyattd Principle 3: Technology as a competitive advantage APIs +
  30. 30. Justin Dunham, @jwyattd Principle 3: Technology as a competitive advantage
  31. 31. Justin Dunham, @jwyattd Principle 4: Use workflows and process to go faster
  32. 32. Justin Dunham, @jwyattd Principle 4: Use workflows and process to go faster
  33. 33. Justin Dunham, @jwyattd Principle 4: Use workflows and process to go faster
  34. 34. Justin Dunham, @jwyattd Results
  35. 35. Justin Dunham, @jwyattd Data & Systems Analytics & Reporting What we mean by “Marketing Ops”
  36. 36. Justin Dunham, @jwyattd Collaboration What we mean by “Marketing Ops”
  37. 37. Justin Dunham, @jwyattd The lesson from DevOps
  38. 38. Justin Dunham, @jwyattd The lesson from DevOps
  39. 39. Justin Dunham, @jwyattd The lesson from DevOps
  40. 40. Justin Dunham, @jwyattd DevOps principles Measurement Iteration Collaboration Systems orientation Automation
  41. 41. Justin Dunham, @jwyattd DevOps results 24x faster recovery from failures 200x faster deployments 3x lower change failure rate 2.2x employee recommendations Source: Puppet Labs, State of DevOps Report 2016
  42. 42. Justin Dunham, @jwyattd Getting started
  43. 43. Justin Dunham, @jwyattd A call to action
  44. 44. Justin Dunham, @jwyattd Thank you! Justin Dunham www.justindunham.net www.urbanairship.com @jwyattd
  45. 45. www.martechconf.com

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