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The New [Digital] Marketing Operations Archetypes By Jason Heller


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From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: The New Marketing Operations Archetypes: What Works and Why. PRESENTATION: The New [Digital] Marketing Operations Archetypes: What Works and Why - Given by Jason Heller, @jasonheller - CEO, Agiliti

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The New [Digital] Marketing Operations Archetypes By Jason Heller

  1. The New [Digital] Marketing Operations Archetypes Jason Heller 1 Aug 20, 2014
  2. 20 year digital veteran “Recovering” digital agency exec CEO, Agiliti External expert for McKinsey & Company 2 Context and background @jasonheller
  3. 3 Let’s stop the hyperbole and get practical
  4. 4 That said … 84% Agree that marketing is undergoing a revolution (Adobe survey 2014) 78% Expect digital and mobile to transform their business within 5 years (Accenture survey 2014) 61% Marketers agree that their role will change within the next year (Adobe survey 2014)
  5. 5 Marketing transformation has measureable results Organizations with “excellent” marketing capabilities outperform their market (McKinsey research 2013) 2x – 3x greater revenue growth
  6. 6 Marketing transformation has measureable results Companies that use customer analytics extensively (McKinsey research 2013) 9x outperform in loyalty 23x outperform in customer acquisition 2x outperform in profit
  7. 7 The modern consumer is the catalyst for creating the modern marketing organization
  8. Marketers and agencies must develop new capabilities and org structures to adapt to a data-driven, fast paced, consumer empowered world UX of everything Creating great content, and a lot of it Managing a complex media ecosystem Providing advanced analytics and insights Collaboration and workflow 8
  9. 9 Examples of how marketing’s role is expanding Manage the entire evolving customer journey Contribute to shaping business strategy Influence product innovation Involved in employee engagement Involved in operationalizing big data and insights Foster cross functional collaboration
  10. 10
  11. 11 Every organization must become more agile …
  12. 12 “Culture eats strategy for breakfast” - Peter Drucker
  13. Curiosity may be the most important characteristic of a modern marketing organization
  14. 14 Who is your cultural champion? Prioritize transformation Recruit a cross-functional steering committee Secure funding and executive support Protect and steward the transformation
  15. 15 Digital marketing operations Org Capabilities Process, governance People, talent Agencies Technology Strategic Partners Data Partners Internal External Digital marketing operations and digital transformation must be viewed through a holistic lens
  16. 16 Capabilities The tangible resources and intangible characteristics that enable the customer experience and create operational productivity Capabilities Identify gaps Prioritize Acceleration teams Develop business cases Continuous improvement
  17. 17 Organization There is no one size fits all solution COE model Hub and spoke model Integrated model Funding model Service model Functions and roles “Legacy tax”
  18. 18 Most common COE’s and new roles Digital investment Innovation Social media CRM eCommerce Digital platform Analytics Marketing technology Customer experience Mobile Marketing operations Technology focused Customer focused Operations focused Digital production Content Data science CDO
  19. 19 Marketing is no longer an island … Orchestration Collaboration Decision making Marketing IT Sales Finance Strategy HR Legal R&D
  20. 20 Processes, governance Processes Implement agile processes, governance, standards, and the tool kits to help fuel innovation and impact
  21. 21 People / talent Manage your most valuable asset accordingly People / talent Recruiting Skills, training Culture, incentives Engagement Reward, growth
  22. 22 Principles for a modern marketing operating model  Have discipline, rigor, scrutiny  Be data driven  Develop new capabilities  Define new roles and functions  Manage iterative processes  Optimize resources & partnerships  Evolve the culture
  23. Thanks for listening! Jason Heller 23 @jasonheller