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New Relic Confidential | 1
New Relic Confidential | 2New Relic Confidential | 2
• A brief history of Marketing Ops
• The 5 Marketing Ops Competencies...
A Brief History of Marketing
Ops
Mad Men no more
The Birth of Marketing Ops
CRM
Email/Marketing
Automation
New Relic Confidential | 6
Competency #1 – Technology
The Marketer’s Technology Landscape
The Marketer’s Technology Landscape
Buy or Build?
New Relic Confidential | 9
Competency #2 - Operations andAutomation
Turn process
into
automaton
Own the “systems”
Marketing
Automation Flow
Must balance
process with
flexibility
New Relic Confidential | 11
Competency #3 - Analytics
Total Marketing spend
100 Deals
$1,000,000 Bookings
5,000 MQLs
Customer Acquisition Cost (CAC)
1000 attendees at 10 field ...
Funnel Summary
Example metrics only. Footnotes are really important though – you should really use them to explain the exa...
Customer Metrics
Examples only. Seriously though, footnote the crap out of analysis slides
1000
500 500
200
300
100 150
24...
New Relic Confidential | 15
Competency #4 – Planning and Forecasting
Projecting and measuring Marketing goals
Set
Goals
Identify KPIs
Review
results
Project
Trends
New Relic Confidential | 17
Competency #5 – Marketing Enablement
Alignment, alignment, alignment…
Marketing team
Training and
Onboarding
Sales/Marketing
Alignment
Marketing content
manage...
New Relic Confidential | 19
Who is the head of Marketing Operations?
Marketing Chief of Staff
Budget
management
Workforce
planning
Marketing org structure
support
The CMO’s “right-hand
person...
“Technology or marketing skills alone are not enough to
deliver results expected of marketing operations.”
MOPS Structure & Maturity
MOPS
Manager
Marketing Team Size: 1-10
Team skills:
• Marketing Automation
• Basic Analysis & Reporting
• Email Marketing ...
MOPS
Manager
Marketing
Automation
Data
Analyst
Email
Marketing
Marketing Team Size: 10-20
Team skills:
• Process & Automat...
Head of
Marketing Ops
Marketing
Operations
Marketing
Automation
Data Analyst
Budget
/Planning
Lifecycle
Marketing
Email Ma...
Marketing Chief
of Staff
Segment
Strategy
Marketing Ops
Marketing
Technologies
Automation &
Process
Marketing
Analytics
Cu...
Q&A
2/5/2015 27
Copyright © 2015 | DemandGen® International, Inc.
@demandgendave
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The Anatomy of a High-Impact Marketing Operations Team

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Baxter Denney, Director of Marketing Operations at New Relic, gives you a view into the anatomy of a high-impact Marketing Operations team. Learn how a world-class Marketing Operations team can drive high growth within your organization.

Published in: Marketing
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The Anatomy of a High-Impact Marketing Operations Team

  1. 1. New Relic Confidential | 1
  2. 2. New Relic Confidential | 2New Relic Confidential | 2 • A brief history of Marketing Ops • The 5 Marketing Ops Competencies • Marketing Ops team structure Marketing Operations Agenda
  3. 3. A Brief History of Marketing Ops
  4. 4. Mad Men no more
  5. 5. The Birth of Marketing Ops CRM Email/Marketing Automation
  6. 6. New Relic Confidential | 6 Competency #1 – Technology
  7. 7. The Marketer’s Technology Landscape
  8. 8. The Marketer’s Technology Landscape Buy or Build?
  9. 9. New Relic Confidential | 9 Competency #2 - Operations andAutomation
  10. 10. Turn process into automaton Own the “systems” Marketing Automation Flow Must balance process with flexibility
  11. 11. New Relic Confidential | 11 Competency #3 - Analytics
  12. 12. Total Marketing spend 100 Deals $1,000,000 Bookings 5,000 MQLs Customer Acquisition Cost (CAC) 1000 attendees at 10 field events 550 attendees at user conference 5 new customer case studies Executive Summary – Metrics 2014 Q4 (10.01 - 12.31) CORE ▼ 5% Q/Q ▲ 10% Q/Q ▲ 5% Q/Q ▲ 10% Q/Q ▲ 5% Q/Q ▼10% Q/Q ▲20% Y/Y ▼10% Y/Y Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment!
  13. 13. Funnel Summary Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment! Inquiries 5.0% 4.0% 25% MQLs SQOs Won 100,000 Hand-raisers 200 Opps 50 Deals Inquiry -> MQL MQL -> SQO SQO -> Won 5,000 Qualified 2014 Q3 Inquiries 5.8% 3.0% 26% MQLs SQOs Won 120,000 Hand-raisers 210 Opps 55 Deals Inquiry -> MQL MQL -> SQO SQO -> Won 7,000 Qualified 2014 Q4 Qualified add’l leads to feed more reps Need better sales enablement High- performing SDR team
  14. 14. Customer Metrics Examples only. Seriously though, footnote the crap out of analysis slides 1000 500 500 200 300 100 150 240 10 501 5 5 Widget Widget Widget Widget
  15. 15. New Relic Confidential | 15 Competency #4 – Planning and Forecasting
  16. 16. Projecting and measuring Marketing goals Set Goals Identify KPIs Review results Project Trends
  17. 17. New Relic Confidential | 17 Competency #5 – Marketing Enablement
  18. 18. Alignment, alignment, alignment… Marketing team Training and Onboarding Sales/Marketing Alignment Marketing content management Liaison to other departments
  19. 19. New Relic Confidential | 19 Who is the head of Marketing Operations?
  20. 20. Marketing Chief of Staff Budget management Workforce planning Marketing org structure support The CMO’s “right-hand person” Marketing team skill assessment
  21. 21. “Technology or marketing skills alone are not enough to deliver results expected of marketing operations.”
  22. 22. MOPS Structure & Maturity
  23. 23. MOPS Manager Marketing Team Size: 1-10 Team skills: • Marketing Automation • Basic Analysis & Reporting • Email Marketing / Nurturing
  24. 24. MOPS Manager Marketing Automation Data Analyst Email Marketing Marketing Team Size: 10-20 Team skills: • Process & Automation • Marketing Technology • Analysis & Reporting • Email Marketing
  25. 25. Head of Marketing Ops Marketing Operations Marketing Automation Data Analyst Budget /Planning Lifecycle Marketing Email Marketing Manager Email Marketing Coordinator / Specialist Mktg Ops Coordinator Marketing Team Size: 20-50 Team Skills • Process & Automation • Marketing Technology • Analysis & Reporting • Customer Marketing • Email Marketing / Nurturing • Budget Management • Planning & Forecasting • Data quality
  26. 26. Marketing Chief of Staff Segment Strategy Marketing Ops Marketing Technologies Automation & Process Marketing Analytics Customer Insights Analytics Forecasting Marketing FP&A Marketing Enablement Training, Onboarding, Support Planning Lifecycle Marketing Customer Marketing Email Marketing Marketing Team Size: 50-? Team Skills: • Process & Automation • Marketing Technology • Analysis & Reporting • Customer Marketing • Email Marketing / Nurturing • Budget Management • Planning & Forecasting • Data Quality Management • Best practices and training • Change management • Marketing Strategy
  27. 27. Q&A 2/5/2015 27 Copyright © 2015 | DemandGen® International, Inc. @demandgendave

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