Measured Marketing Lab November 2015 lecture at Boston University - College of Communications on the future of marketing and the rise of Marketing Operations as a role..

1. THE EMPLOYMENT FORECAST
CALLS FOR
“MARKETING OPERATIONS”
Observations From Christopher Chaput
Founder, Measured Marketing Lab
Presented at Boston University, College of Communications
November 2015

2. MARKETING OPERATIONS
IN THE NEWS
2012 - 2015

4. Marketing Operations
Excerpts from Wikipedia
The purpose of marketing operations is to increase marketing
efficiency and organizational agility.
Typically, MO is the function responsible for marketing
performance measurement, strategic planning guidance and
execution, budgeting, process development, professional
development, and marketing systems and data.
This work typically connects closely to, or includes, demand
generation, and involves the alignment of Marketing with Sales,
Business Units, IT and Finance.

5. EXCERPT:
Marketing is now a fundamental driver of IT purchasing, and
that trend shows no signs of stopping – or even slowing down
– any time soon. In fact, Gartner analyst Laura McLellan
recently predicted that by 2017, CMOs will spend more on IT
than their counterpart CIOs.

6. According to Gartner’s research:
• 2011 B2B and B2C marketing budgets as a percentage
of revenue were almost three times as high (10
percent) as IT budgets (3.6 percent).
• 2012 IT budgets are expected to grow 4.7 percent,
while all marketing budgets, in general, are predicted
to grow 9 percent, and high tech marketing budgets,
more specifically, are expected to increase 11 percent.
• On average, nearly one-third (30 percent) of named
marketing-related technology and services is bought
by marketing already. What’s more, marketing now
influences almost half of all purchases.

7. TAKEAWAY:
Marketing is poised to exert even more influence over tech
spending, but doing so without the solid foundation of a
strong cross-functional collaboration with IT just doesn’t
make sense.
Today’s business environment is volatile, and we’ve lost
what little margin there was for error. Marketing and IT
have no choice but to get on the same page and drive
business value while working together as strategic
partners.

8. HBR Webinar findings from a multi-year study: Marketing 2020.
EXCERPT:
There are brand characteristics associated with marketing excellence
and key drivers needed to organize for growth. By adopting this
framework, companies can start the process of building a high-
performance marketing organization.

9. RESEARCH STUDY: MARKETING 2020
To identify how winning companies approach marketing,
several organizations launched a multi-year study called
Marketing 2020.
This initiative gathered data about the role and structure
of marketing, as well as what influence consumers have
over brands from one-on-one interviews with 250 CEOs,
CMOs, and agencies. Over 10,000 marketers in 92
countries participated via survey.
The study was jointly organized by Millward Brown
Vermeer, ANA, Spencer Stuart, Forbes, MetrixLab, and
Adobe.

10. OBSERVATION
Although the work of marketing has changed
dramatically, the structure of marketing organizations has
remained the same.

11. KEY FINDINGS
By analyzing how fast-growing companies differed from
their peers, the Marketing 2020 study identified:
1. Brand characteristics associated with marketing
excellence and business growth.
2. Characteristics of winning organizations and put them
into a framework that other companies can adopt

12. Brand characteristics
Big Insights
Purposeful Positioning
Total Experience
Characteristics of
winning organizations
Connect
Inspire
Focus
Organize
Build

13. Big Insights

14. Purposeful Positioning
Imagine the Total Experience…

15. Marketing 2020 data shows that marketing teams are
working more closely with CEOs than in the past and are
approving significant investment decisions. Close
collaboration between marketing and CEOs is more
common in industries like consumer packaged goods than
in energy or healthcare.
Connect

16. Two key aspects of organization are orchestration and
integration.
To get there, winning organizations are employing a Chief
Experience Officer. This leader ensures a consistent brand
experience for all customers.
Collaboration between marketing and functions like IT, HR,
and finance is also important; it generates internal
alignment and integration. At over-performing companies,
levels of collaboration tend to be higher than in other firms.
Organize

17. Organize

20. Integration refers to “Messaging”

21. AND refers to “Systems” Integration

24. SO, WHAT EXACTLY IS
MARKETING OPERATIONS?
2015 - Future

25. WIKI DEFINITION:
What are the TASKS of a Marketing Operations department?
Typically, MO is the function responsible for
– strategic planning guidance and execution
– budgeting
– marketing performance measurement
– process development
– professional development (training)
– marketing systems and data

26. What’s the SCOPE of a Marketing Operations role?
Marketing Operations managers aim to coordinate and
optimize marketing resources.
This work typically connects closely to, or includes,
demand generation,* and involves the alignment of
Marketing with Sales, Business Units, IT and Finance.
* Marketing programs coupled with a structured sales processes.

28. … successful brands have a culture of continuous improvement. Closing this
loop typically falls to the MO department.

31. Source: Technology Marketing Blog report of IDC Research

33. What are the SKILLS needed for a Marketing Operations role?
…marketers need to expand their skill set to include technical
and analytical skills in addition to the traditional marketing
skills.
These newer skills include the ability to allocate resources
based on strategic objectives and demonstrated
performance, and acting as an organizational interface to the
parallel role of Sales Operations.*
* Sales force enablement, administration, analytics, planning

34. An impressive group of people with varied backgrounds:
• The Director of Marketing Operations at ExactTarget (now
Salesforce Marketing Cloud), Benham Roberts, previously
commanded a US Army infantry company (he probably
knows a thing or two about decision-making under pressure
and with limited data!).
• Inbound marketing software provider HubSpot’s own
marketing operations manager, Melissa Miller, has degrees
from Cornell (in mathematics) and MIT’s Sloan School.
• Leading e-signature provider DocuSign’s Director of
Marketing Systems and Operations, Ryan Schwartz,
previously held roles as a systems engineer, web
technologist, and network technician.

35. Interested in Marketing Operations as a career?
• Learn how marketing, sales, and customer service
departments operate. Instead of a single specialty, take a
variety of roles.
Get experience in advertising or pr, rotate into sales, do a
project with the systems team, sit in on finance meetings,
follow an order all the way to shipping – you get the idea.
• Look for entrepreneurial companies or startup opportunities
where the culture values continuous improvement through
performance measurement and exposes you to different
teams.
Improving means learning from prior performance, staying
curious, and keeping up with best practices.

36. QUESTIONS?

37. A note about Measured Marketing Lab
Growing Revenue - Improving Efficiency - Measuring Performance
MMLab is an independent marketing operations consultancy
helping Clients or Brands plan, execute, measure and
improve their marketing, sales and service programs,
technology systems and return on investment (ROMI).
www.MeasuredMarketingLab.com