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© 2007 MarketSphere Consulting LLC




Do More with Less: Put Marketing Operations to Work in your Department
            ...
About MarketSphere



                                                                                       The MarketSph...
Today’s Webcast Agenda

        Doing More with Less:
        Put Marketing Operations to Work in Your Department
  •     ...
Welcome!

  Mayer G. Becker
  • 25-year career in marketing
  • Director of Marketing – American Bar
     Association
  • ...
A vignette from the past

  Mutli-national software company with 375 products/16 product lines
  • Problem: Marketing mate...
Problem-solving results

     Result: 90-day changeover to a full plan, delivery of 89% of all projects on time
     withi...
Framing the challenge for marketing

    Internal issues                                                       External is...
4 Traditional Roles of Marketing



                                                                                      ...
What is missing?



                                                                                         Product &
   ...
The 5th Role of Marketing



                                                                                         Prod...
Marketing as “Operations”

  •     Operations is often overlooked as an integral part of marketing
  •     Marketers are s...
Marketing Operations Partners Study
                    Measure Marketing ROI &
                                          ...
Today’s Webcast Agenda

        Doing More with Less:
        Put Marketing Operations to Work in Your Department
  •     ...
The Marketing Operations Function




AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to W...
What should Marketing Operations do?

    • Establish, manage and report on the linkage of objectives with results

      ...
What should Marketing Operations do?

    • Establish, manage and report on the linkage of objectives with results

      ...
The Marketing Operations Function




AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to W...
Marketing Operations

                                                                 Marketing
  Marketing Planning/Proj...
Marketing Operations

                                                                 Budget &
  Budget and Finance      ...
Marketing Operations

                                                                     Shared
  Shared Services       ...
Marketing Operations

                                                            Supply Chain/
  Supply Chain and Purchas...
Marketing Operations

                                                                    Technology
  Technology Support ...
Marketing Operations

                                                                      Human
  Human Resources       ...
Marketing operations staff

  A new and exciting area for professional development
  • Recruit from within the marketing d...
Expected outcomes

                                                                                                       ...
Today’s Webcast Agenda

        Doing More with Less:
        Put Marketing Operations to Work in Your Department
  •     ...
Guest Speaker

  Eric Siano
  • 20-year career in marketing
  • International Sales Operations,
      Ross Operating Valve...
Coping with a New Reality

  •     Marketing Operations helps companies to:
         – Ensure that success can be measured...
Guest Speaker

  Melanie Harrison
  • 16-year career leading business
     transformation initiatives, including:
       –...
Transitioning to the New Reality

Ensuring your organization understands and accepts the new operating model,
establishes ...
What are the analysts saying?

  •     Aberdeen
        “Aberdeen research reveals a combination of marketing automation t...
Today’s Webcast Agenda

        Doing More with Less:
        Put Marketing Operations to Work in Your Department
  •     ...
Suggestions

  •     Educate yourself and your peers
         – Learn about available Marketing Resources Management and o...
Today’s Webcast Agenda

        Doing More with Less:
        Put Marketing Operations to Work in Your Department
  •     ...
Resources

  For more information, contact:
  • Aquent www.aquent.com
  • MarketSphere emm.marketsphere.com
  • Destinatio...
Today’s Webcast Agenda

        Doing More with Less:
        Put Marketing Operations to Work in Your Department
  •     ...
Q&A




           We invite your questions!
                    Please use the WebEx CHAT facility to submit your questio...
Wrap Up




                                  Thanks for
                              attending today’s
                 ...
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AMA Aquent Webinar Slides Final Mayer Becker

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American Marketing Assn. webinar sponsored by Aquent. Marketing Operations overview and Enterprise Marketing Management strategies presentation.

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AMA Aquent Webinar Slides Final Mayer Becker

  1. 1. © 2007 MarketSphere Consulting LLC Do More with Less: Put Marketing Operations to Work in your Department AMA Webcast Sponsored by Aquent – January 24, 2008
  2. 2. About MarketSphere The MarketSphere Enterprise Marketing Management (EMM) Practice addresses the needs of the Chief Marketing Officer (CMO) and the marketing organization. Our unique transformational approach combines process and organizational change with adoption of new marketing automation technologies that drive customer, financial and operational insights, more effective marketing programs and a higher return on Marketing Investment (ROMI). MarketSphere services include vision and roadmap development together with software selection, marketing process improvement, software implementation and product training for the Aprimo® and Unica® EMM product suites. AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 2
  3. 3. Today’s Webcast Agenda Doing More with Less: Put Marketing Operations to Work in Your Department • Challenges for marketing in 2008 • A Blueprint for Marketing Operations • From the experts – our guest speakers – Eric Siano – Melanie Harrison • Taking the Next Steps • Reference information • Q & A from the audience AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 3
  4. 4. Welcome! Mayer G. Becker • 25-year career in marketing • Director of Marketing – American Bar Association • Director US Marketing Communications, Computer Associates Inc. • Director, Corporate Marketing - Tribune Company (In-house CRM & agency) • VP Marketing – Telenisus Corp. • Director of Marketing Communications (Global), United Airlines Inc. • Chicago AMA Chapter Member National Practice Director Enterprise Marketing Management MarketSphere Consulting LLC AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 4
  5. 5. A vignette from the past Mutli-national software company with 375 products/16 product lines • Problem: Marketing materials needed to support field sales activities were almost never on-time, direct mail was dropping late, there was “chaos” and not order in the MarCom area as priorities changed hourly. Late fees were the routine and staff was stressed. • Challenge: Establish a process that ensured all marketing materials are created and distributed on time to meet marketing objectives. • Solution – Established standards and key milestones for each type of activity – Established a quarterly planning process – forward looking 4 quarters (2/2) – Built a home-grown Marketing Ops application that organized projects and provided reports and status to all marketing stakeholders (published weekly on Monday) – Enlisted EVP Marketing to support change AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
  6. 6. Problem-solving results Result: 90-day changeover to a full plan, delivery of 89% of all projects on time within 12-months (versus 50%), reduced rush charges $900K, earned new revenue of $10MM from direct mail. Help Improve Apply People Process Technology Change 4 Qtr Planning Management tool Weekly Report & Horizon to track projects Red Flag Status Integrated Reports based on EVP Support Calendar Milestones Deliver as Standards Promised AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
  7. 7. Framing the challenge for marketing Internal issues External issues • CEO urges marketing to lead • Consumers have more choice innovation and growth • Faster time-to-market • CFO wants visibility into marketing • 24x7 markets performance; asks for more • Traditional competitors have become accountability; Sarbanes-Oxley more effective marketers • Disconnect between the • New competitors from internet sites languages of finance and • Manage and integrate proliferating marketing communication channels • New Chief Marketing Officer • Agencies as project resources versus (CMO), CFO or CEO long-term AOR • Flat or reduced budgets and • Agency staff turnover headcount in marketing (and • Short-term, quarterly financial elsewhere) reporting for public companies • Staff turnover AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 7
  8. 8. 4 Traditional Roles of Marketing Product & Brand Innovation Voice of the Revenue Customer AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 8
  9. 9. What is missing? Product & Brand Innovation Planning/Budget & Finance/Marketing Communications Content Supply Chain/Agencies/Freelancers Technology/Purchasing/Human Resources Voice of the Revenue Customer AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 9
  10. 10. The 5th Role of Marketing Product & Brand Innovation Marketing Operations Voice of the Revenue Customer AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 10
  11. 11. Marketing as “Operations” • Operations is often overlooked as an integral part of marketing • Marketers are skilled brand builders, product developers and managers, and campaign managers, but not necessarily “supply chain” or operations experts • Traditional marketers are not professionally trained in project management – Marketing Communications, Marketing Services or agencies often serve as the de-facto project manager – Calendars and projects are not integrated into a single, comprehensive and holistic view of marketing activities • Software applications specific to marketing management have been available for only a few years – Status is correct until one minute after you ask for it. – “Why would I need automation. I have it all in my head!” AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 11
  12. 12. Marketing Operations Partners Study Measure Marketing ROI & 73% Demonstrate Value Balance of Marketing 60% Strategy & Tactics Common Goals for Marketing 57% Success Tied to Other Groups Justify Marketing’s Role & 49% Contribution to C-Level Executives Marketing Processes Enable 42% Internal Efficiencies & Effectiveness Collaboration & Synergy 26% Supported By Corporate Environment Coordination of Shared 22% Processes Across Functions Continuity to Maintain Institutional © 2007 Marketing Operations Partners 12% All Rights Reserved Knowledge & Expertise AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
  13. 13. Today’s Webcast Agenda Doing More with Less: Put Marketing Operations to Work in Your Department • Challenges for marketing in 2008 • A Blueprint for Marketing Operations • From the experts – our guest speakers – Eric Siano – Melanie Harrison • Taking the Next Steps • Reference information • Q & A from the audience AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 13
  14. 14. The Marketing Operations Function AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 14
  15. 15. What should Marketing Operations do? • Establish, manage and report on the linkage of objectives with results Corporate Objectives Marketing Objectives Marketing Budget Programs & Activities Results AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 15
  16. 16. What should Marketing Operations do? • Establish, manage and report on the linkage of objectives with results Corporate Objectives Marketing Objectives Marketing Budget Programs & Activities Results • Run the marketing “business” (Project Management Office) • Manage and optimize resources (Marketing Governance) • Make it easy for everyone else to get their jobs done! AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 16
  17. 17. The Marketing Operations Function AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 17
  18. 18. Marketing Operations Marketing Marketing Planning/Project Management Office Planning/PMO • Create and monitor the annual Marketing Plan • Create and monitor the integrated Marketing Calendar • Work with Brand, Product/Innovation, Voice of the Customer and Life Cycle Marketing to translate corporate goals into action plans • Hold quarterly reviews in conjunction with the CMO • Monitor and publish reports and dashboards that combine customer, operational and financial metrics and Key Performance Indicators • Key Technologies: Marketing Resources Management (MRM), Marketing Performance Management (MPM) • Measurement: On-time and on-budget performance of action plans in conjunction with assigned managers AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 18
  19. 19. Marketing Operations Budget & Budget and Finance Finance • Manage and control the marketing budget • Monitor and report financial and operational metrics • Translate “finance speak” into “marketing speak” • Assist Marketing Planning with mapping of corporate objectives to budgets, and results • Recommend to CMO the optimal allocation of marketing dollars • Provide Sarbanes-Oxley oversight • Measurement: performance against plan(s), increased Y-O-Y ROMI AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 19
  20. 20. Marketing Operations Shared Shared Services Services • Manage marketing services – Graphic arts and writing – Web and email operations – Marketing research & analytics – Traffic and production management • Manages day-to-day relationship with Agencies of Record • Manage or coordinate with other marketing-related functions like Customer Service, Call Centers, or Fulfillment Centers • Maintain labor standards and hire the optimal mix of staff, freelance and agency resources • Maintain service level standards and enforce brand consistency • Measurement: reduce cost of marketing while improving service delivery to other marketing units AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 20
  21. 21. Marketing Operations Supply Chain/ Supply Chain and Purchasing Purchasing • Liaison to Corporate Purchasing • Vendor negotiation for agencies and suppliers • Optimize marketing spend – Consolidation of vendors – Periodic review of vendor agreements • Measurement: Year-over-year reduction in marketing expense budget through prudent management of suppliers AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 21
  22. 22. Marketing Operations Technology Technology Support Support • Liaison to Information Technology (IT) organization • Liaison to software and technology vendors • System administrators (“power users”) for Marketing Resources Management (MRM) software and all other marketing automation software (i.e. Brand/digital asset management, digital fulfillment, campaign management, analytics and business intelligence tools) • Manage a marketing software users group • Develop and implement a long-range Enterprise Marketing Management strategy and roadmap • Measurement: Achievement of service levels and degree of user satisfaction AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 22
  23. 23. Marketing Operations Human Human Resources Resources • Liaison with Human Resources organization • Create overall plan for marketing talent based on projected long-term need • Recruit talent and perform on-boarding • Assist Shared Services in development of labor standards and skills model • Develop and implement staff development and training programs • Measurement: staff retention level, quality of recruiting pipeline AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 23
  24. 24. Marketing operations staff A new and exciting area for professional development • Recruit from within the marketing department • Recruit from other parts of the company (i.e. IT or engineering) • Recruit from agencies • Fund training for: – Professional Project Management certification training – Six Sigma for Marketing AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
  25. 25. Expected outcomes Help Vision & Improve Apply People Roadmap Process Technology Change • Correct linkage between company strategy and marketing tactics • Better Insight into marketing’s return on investment and performance across product lines, markets and time periods • Forward visibility into an integrated marketing calendar, knowing what is important, and what is not • “New money” from reduced cost of re-work and consolidation of vendors • Higher work-place satisfaction and growth opportunities for staff AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
  26. 26. Today’s Webcast Agenda Doing More with Less: Put Marketing Operations to Work in Your Department • Challenges for marketing in 2008 • A Blueprint for Marketing Operations • From the experts – our guest speakers – Eric Siano – Melanie Harrison • Taking the Next Steps • Reference information • Q & A from the audience AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 26
  27. 27. Guest Speaker Eric Siano • 20-year career in marketing • International Sales Operations, Ross Operating Valve Company • International Strategic Planning & Business Development, GMAC • Marketing & Advertising, GMAC • Marketing Operations & Development, General Motors • Digital Marketing, General Motors National Practice Director Enterprise Marketing Management MarketSphere Consulting LLC AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 27
  28. 28. Coping with a New Reality • Marketing Operations helps companies to: – Ensure that success can be measured and replicated – Leverage systems and processes to enable consistent performance – Run marketing department like a business unit • But you will encounter internal barriers.. – Communication – Strategic positioning – Metrics – Change in status quo – Adoption – Budget Impact – Change in marketing mix – Change in vendor relationships AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 28
  29. 29. Guest Speaker Melanie Harrison • 16-year career leading business transformation initiatives, including: – Multi-year marketing project to achieve multi-million dollar program benefits through the implementation of a leading Marketing Resource Management platform – Post merger integration of disparate business and consumer marketing execution processes • Director - Marketing Effectiveness, Sprint Nextel Business Development Director Enterprise Marketing Management MarketSphere Consulting LLC AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 29
  30. 30. Transitioning to the New Reality Ensuring your organization understands and accepts the new operating model, establishes a foundation for continuous improvement. AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 30
  31. 31. What are the analysts saying? • Aberdeen “Aberdeen research reveals a combination of marketing automation technology and organizational practices are necessary to help address issues with marketing performance and measurement.” • Forrester Research “Firms that set out to build an integrated marketing technology infrastructure but are not ready to take advantage of it organizationally and through their process run the risk of wasting significant money, time and resources. • Gartner Group ”Marketing strategy and processes will need to change radically during the next five to 10 year to support the (CFO’s) imperative to manage costs and the (CEO’s) imperative to drive revenue.” • Marketing Operations Partners “The companies identified as Marketing Operations Best Practice Firms have a formal MO function with broad scope and strategic emphasis.” (2007 Marketing Ops Study) AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 31
  32. 32. Today’s Webcast Agenda Doing More with Less: Put Marketing Operations to Work in Your Department • Challenges for marketing in 2008 • A Blueprint for Marketing Operations • From the experts – our guest speakers – Eric Siano – Melanie Harrison • Taking the Next Steps • Reference information • Q & A from the audience AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 32
  33. 33. Suggestions • Educate yourself and your peers – Learn about available Marketing Resources Management and other EMM software applications • Aprimo • Unica • Find a corporate objective that would benefit directly from a more operationally effective marketing department • Engage an executive sponsor • Partner early with IT and Finance • Design a roadmap detailing the steps to be taken • Include programs for change management • Have patience, a lot of patience AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 33
  34. 34. Today’s Webcast Agenda Doing More with Less: Put Marketing Operations to Work in Your Department • Challenges for marketing in 2008 • A Blueprint for Marketing Operations • From the experts – our guest speakers – Eric Siano – Melanie Harrison • Taking the Next 5 Steps • Q & A from the audience • Reference information AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 34
  35. 35. Resources For more information, contact: • Aquent www.aquent.com • MarketSphere emm.marketsphere.com • Destination CRM (Marketing Automation) www.destinationcrm.com • Henry Stewart Conference on Marketing Operations www.damusers.com • Ian Michaels / Aberdeen Group www.aberdeen.com • Suresh Vittal / Forrester Research www.forrester.com • Kim Collins, PhD. / Gartner Group www.gartner.com • Gary Katz / Marketing Operations Partners www.mopartners.com • Pat LaPointe / MarketingNPV www.marketingnpv.com • Aprimo Inc. www.aprimo.com • Unica Corp. www.unica.com AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 35
  36. 36. Today’s Webcast Agenda Doing More with Less: Put Marketing Operations to Work in Your Department • Challenges for marketing in 2008 • A Blueprint for Marketing Operations • From the experts – our guest speakers – Eric Siano – Melanie Harrison • Taking the Next 5 Steps • Reference information • Q & A from the audience AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 36
  37. 37. Q&A We invite your questions! Please use the WebEx CHAT facility to submit your questions. If we are not able to reply to your question in the time available, we will reply to you individually by email. AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 37
  38. 38. Wrap Up Thanks for attending today’s webcast! AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department January 24, 2008 © 2007 MarketSphere Consulting LLC 38

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