1. Applying a Best Practice Framework to Your
Marketing Operations Function
1

2. ClearAction Continuum
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Ecosystem Alignment
Marketing Operations Best Practice Framework
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MO Best Practice Framework

3. ClearAction Continuum
3© Copyright ClearAction Continuum. All rights reserved.
 Marketing Operations Strategy = planning & decision-making
processes
• Includes linkage of Marketing strategy to enterprise strategy
• Includes development of Marketing Operations roadmap to deliver
Marketing strategy
• Includes Marketing Operations reviews to check Marketing health and
ensure Marketing initiatives remain in alignment with Marketing (and
enterprise) strategy
• Key elements reinforcing strategy include cascading goals, change
management, environmental analysis, force-field analysis, go-to-market
planning, stakeholder analysis, SWOT, values, vision and mission
Defining Marketing Operations Strategy

4. ClearAction Continuum
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Guidance = The integration of direction, knowledge, norms,
policies, procedures, systems and structures to feed the
development of process and metrics
• Other key guidance inputs include rules of engagement, lessons
leaned, best practices
• Key to effective alignment, knowledge sharing, learning and
change management
• Facilitates better decision-making
• Specifies competency development/training requirements
• Supports Marketing governance
Defining Guidance

5. ClearAction Continuum
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 Process = a series of organized transactions that
convert input to outputs (results). A defense against
chaos.
• Analytics
• Bills of Materials
(BOMs)
• Brainstorming
• Brand Management
• Budget Approval
• Campaign/Program
Development
• Charter Definition
• Content Development
/Approval/Distribution
• Customer Experience
Management
• Product Launch /Go-to-
Market
• Product Lifecycle
Management
• Roles &
Responsibilities
Clarification
• Six Sigma
• Stock-keeping Units
(SKUs)
• Vendor management
• Workflow
• Customer References
• Field Communications
Forecasting
• Lean Enterprise
• Lead Management
• Market Research
Measurement Tracking
& Reporting
• Planning
• Purchasing
• Pricing
Example Marketing Operations processes include:
Defining Process

6. ClearAction Continuum
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 Metrics = standards of measurement against a specified
level of performance. Performance parameters.
• Typical activities include definition, alignment with enterprise
metrics, cascading accountability
• Metrics can be activity-based, operational, outcome-based, leading
indicators or predictive
Source: Laura Patterson, VisionEdge Marketing
High-level metrics and associated key performance indicators include:
Acquisition-related:
Market Share
Retention-related:
Lifetime Value
Monetization-related:
Brand Equity
• Share of preference
• Share of voice
• Share of distribution
• Rate of customer
acquisition
• Purchase frequency
• Share of wallet
• Customer duration
• Loyalty
• Price Premium
• Customer Franchise
• Rate of New Product
Acceptance
• Net Advocate Score
Defining Metrics

7. ClearAction Continuum
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Technology = tools that support Marketing activities
• At the individual, department, enterprise, and ecosystem levels
Types include:
• CRM
• Enterprise Marketing
Management
• Marketing Resource
Management
• Marketing Operations
Management
• Marketing Asset Management
• Campaign/Offer Management
• Lead Management/Nurturing
• Database and E-Mail
Marketing
• Digital Asset Management
• Content Management
• Knowledge Management
• Marketing Portals
• Dashboards & Scorecards
• Business Intelligence
• Predictive Analytics
Defining Marketing Operations Technology

8. ClearAction Continuum
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Ecosystem = The host environment for Marketing Operations efforts
• Comprises the economic, social and political factors that drive or inhibit
goal achievement
• Includes the cross-functional interactions with stakeholders essential to
marketing success
• Alignment with stakeholders is key to successful ecosystems management
Defining the Marketing Operations Ecosystem

9. ClearAction Continuum
9© Copyright ClearAction Continuum. All rights reserved.
Infrastructure = integration of process, technology and metrics
• Provide the means to improve efficiency, effectiveness and accountability of
the Marketing function
• Reinforces optimization activities
• Enables achievement of the Marketing vision
Defining Marketing Operations Infrastructure

10. ClearAction Continuum
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ClearAction Continuum
Clients of ClearAction Continuum
PARTIAL LIST

11. ClearAction Continuum
We center your business on customers
ClearAction Continuum
11
ClearAction Advisory is different:
 Alignment internally & externally
 Empower all levels & functions
 Tie into existing rituals, strengths
 Seasoned CX practitioners
= Advisory team
See ClearAction.com/advisory
© 2018 ClearAction Continuum. All rights reserved.
DNA Master Plan™
(fast-track foundational mojo for CX leadership)
DNA Activation™
(all-hands-on-deck for CX)
Market Responsiveness Index™
(3 factors: 32% profit advantage)
DNA Transformation™
(cross-functional systematic CX)
Customer/Partner Engagement Optimization
(external & internal UX)
Human-Centered Design
(products, services, processes external & internal)
VoC Actionability
(external & internal UX)
Actionable Intelligence
(journeys, personas, lifetime value, metrics)

12. ClearAction Continuum
1212© 2018 ClearAction Continuum. All rights reserved.
ClearAction Continuum
ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations, and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations

13. ClearAction Continuum
13
We center your
business on customers
© 2018 ClearAction Continuum. All rights reserved.
ClearAction.com
ClearAction
company/201333
+ClearActionCXO
CustomerExperienceOptimization
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