Best Practices in Marketing Operations

Best Practices in Marketing Operations
1

ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
Measure Marketing ROI &
Demonstrate Value
Balance of Marketing
Strategy & Tactics
Common Goals for Marketing Success
Tied to Other Groups
73%
60%
Justify Marketing’s Role &
Contribution to C-Level Executives
Marketing Processes Enable
Internal Efficiencies & Effectiveness
Collaboration & Synergy
Supported By Corporate Environment
Coordination of Shared Processes
Across Functions
Continuity to Maintain Institutional
Knowledge & Expertise
Assimilate & Integrate Resources
Obtained From M&A
57%
49%
42%
26%
22%
12%
6%
High-Priority MO Challenges Emphasize Metrics,
Strategy, Cross Functional Goals

Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
Unsupportive Culture
Lack of Follow-Through
Risk-Taking Penalties
Infrequent Delegation
Marketing Operations
Success Factors s Marketing Operations
Obstacles
Clarity & Consistency
Supportive Culture
Executive Buy-in
Performance Measurement
Process Refinement & Automation
Key Factors for MO Success Include Clarity,
Consistency, Support & Buy-in

0% 50% 100%25% 75%
Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties
Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company
Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews
Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions
Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies
Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions
Group Memory Management Enduring repository of marketing information despite movement of individuals
40% 80%
45% 83%
34% 83%
45% 85%
31% 79%
36% 82%
35% 85%
Never
Practiced
Always
Practiced
Key:
X% At Inception of MO Function
| Current Performance
X% Mid-2008 Target
Accountability Plays Key Role in Journey to MO Maturity

Management
Between Reviews
Keeping a pulse on
action items during
time period between
marketing ops reviews
Balance of Strategic &
Tactical Elements
Maintaining the big
picture while making
day-to-day marketing
execution decisions
Measure performance
Clear goals
Executive buy-in/support
Incentives or rewards
Clear goals
Follow-up
Employee development
Success Factors To-Date Success Factors Underway
Anticipate future trends
Employee development
Clear goals
Formal ops reviews
Executive buy-in and
support
Low-risk environment or
delegation
Follow-up
Formal ops reviews
Clear goals
Follow-up
Clear goals
Measurement or dashboard
Marketing Accountability
Setting specific
commitments; tracking &
adjusting performance;
rewards, penalties
© 2007 Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
MO Maturity Journey Driven by Clear Goals,
Formal Reviews

Cross-functional interaction
Alignment with sales
Executive buy-in and
support
Strive to understand others
Synergy With
Stakeholders
Leveraging value from
others who have a stake
in the outcome of
marketing strategies
Fact-Based
Decision-Making
Using data from
reliable sources as key
inputs to marketing
decisions
Group Memory
Management
Enduring repository of
marketing information
despite movement of
individuals
Strive to understand others
Talk with other
functional areas
Cross-functional
interaction
Alignment with
sales
Access to useful data
Supportive culture
Recap commitments
Access to useful data
Supportive culture
Measure & refine
processes
Electronic repository
Business process mapping
Clear goals
Cross-functional communication
Clear goals
Cross-functional communication
Proliferation of
Lessons Learned
Widespread sharing of
best marketing
practices throughout
the company
Formal ops reviews
Low-risk environment or
delegation
Roles and development
Formal ops reviews
Metrics, incentives, development
Success Factors To-Date
Success Factors Underway
© 2007 Source: Journey to Marketing Operations Maturity Benchmarking Study, Marketing Operations Partners
MO Maturity Journey Driven by Clear Goals,
Formal Reviews

Company Characteristics:
Marketing Charter & Stature:
1) Large companies build MO sophistication through process, automation,
measurement,
and change management.
2) Midsize companies build MO sophistication through resource optimization &
processes addressing lead generation or compliance challenges.
3) Financial performance enables broader scope & more sophisticated MO.
4) Company maturity phase may not determine MO effectiveness.
5) Relative stature of Marketing & Sales organizations improves Marketing’s ability
to operate strategically, share knowledge, & leverage processes.
6) The balance between MO strategy & tactics relies on stakeholder
alignment, knowledge management, & accountability.
7) CMO tenure improves ability to move forward with key MO initiatives.
8) Selling model provides opportunities for MO added value.
Differences by …

MO Function Characteristics:
9) Formality of MO function plays a role in Marketing’s effectiveness &
overall contribution to enterprise success.
10) Centralization of MO function facilitates balance between corporate
control & local authority.
11) The scope of MO function relates to Marketing’s self-reliance.
12) MO maturity stages evolve to embrace more strategic mechanisms.
Differences by …

Unique to
High Performers
Unique to
Poor Performers
• Focus
• Buy-in
• Info
• Effectiveness
• Knowledge
Management
• Campaign
Management
• Dashboards
• Lead
Management
• Process
• Incentives
• Communications
• Culture Management
• Metrics
• Best Practices
• Stakeholder Alignment
Commonalities
Campaign Management
Lead Management, Dashboards
Process, Incentives
Compared to Current Peer Group
(Poor Performer):
Compared to Aspirational Peer Group
(High Performer)
Effectiveness
Info
Buy-in, Focus, Knowledge
Management
Example: Financial Performance Enables
Broader Scope & More Sophisticated MO

MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MO Best Practice Framework

Strategy
• Change Management
• CMO Is Chief Strategy
Officer
• Marketing Strategy
Is Enterprise Strategy
• Rolling & Long-Term Plan
• Strategic Management
Process
• Campaign/Lead Management
• Shared Processes
• Technology
• Knowledge Portals
• Metrics
• Dashboards & Scorecards
• Incentives
• Predictive Analytics
Guidance
• Alignment with Sales, Finance,
IT
• Competency Development
• Culture of Measurement
& Accountability
• Executive Sponsorship
• Expanded Voice of Marketing
• Grassroots Buy-in
• Shared Vision
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MO Impact Depends on Its Ability to Drive
Strategy, Change, Accountability

• With Sales
• With Enterprise Metrics
> 20%
CAGR
’03-’07
Strong Brand
Identity
Process
Excellence
• Budgeting
• Brand Management
• Customer Management
• Planning
• Product Lifecycle Management
• Predictive Analytics for Revenue &
Budget Planning Processes
Alignment
Execution
Excellence
Profile of Best Practice Firms in Marketing Operations

Cascaded
Execution
Individual
Accountability
Competency
Development
Contingency
Plans
Change
Management
Process Excellence: Planning

$
Accountability
Alignment
Year 1 Year 2 Year 3
Revenue
Profit
Market Share
Year 1
Year 2
Year 3
Process Excellence: Budgeting

Profitability
Profiles
Advanced
Segmentation
Channel
Strategy
Process Excellence: Customer Management

Marketing
Intelligence
Cross-
functional
alignment
Process Excellence: Product Lifecycle Management

Robust
Database
Reliable
Intelligence
Internal &
External
Leading &
Lagging
Indicators
Execution Excellence: Predictive Analytics

Marketing Sales
Quality Quantity
Pipeline
Qualification
Goals
Segmentation
Conversion
Prospecting
Channel
Mindshare
Quota
Competency
Messaging
Training
Growth Protection
Product
Development
Sales =
Internal
Customer
Leads
Optimization
© CORDI AND ASSOCIATES, INC. All Rights
Reserved, 2007
Marketing
=
Sales
Enabler
Execution Excellence: Sales Alignment

+
Product Promotion
Price Place
Customers
Competitors
Corporation
Positioning
Source: © 2007, Adrian Ott, Exponential Edge
A New Maturity Model:
You`ve Heard of the 5Ps and 3 Cs of Marketing

1. Total Strategy
2. Techniques and Processes
3. Tracking & Predictive Modeling
4. Technology
5. Talent
4Ps 3Cs
Marketing
Effectiveness
5Ts
Source: © 2007, Adrian Ott, Exponential Edge
More Recently, We Saw the Unveiling of the
5Ts of Marketing Operations™

The 5 P’s +
The 3 C’s +
The 5 T’s
= 13
The entry age into adulthood in certain cultures
The Addition of the 5 T`s is Marketing`s Rite of Passage

Discipline #1 - Personal mastery
Discipline #2 - Mental models
Discipline #3 - Shared vision
Discipline #4 - Team learning
Discipline #5 - Systems thinking
The 5 D’s
Source: The Fifth Discipline:
The Art & Practice of the Learning Organization
The Next Step in Marketing`s Evolution is to Embrace
Insight from Learning Organizations

3 C’s
5 P’s
5 T’s
5 D’s
The Power of 18
Adding the 5 D`s Leads to a New Level of Generative
Learning and Marketing Maturity

We center your business on customers
25
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)

2626© 2018 ClearAction Continuum. All rights reserved.
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

27
We center your
business on customers
© 2018 ClearAction Continuum. All rights reserved.
ClearAction.com
ClearAction
company/201333
+ClearActionCXO
CustomerExperienceOptimization
Let’s keep in touch!

Best Practices in Marketing Operations

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