5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness

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May 13, 2008 presentation at Henry Stewart Marketing Operations and Digital Asset Management Conference, by Gary Katz

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5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness

  1. 1. Applying Learning Organization Insights to Increase Marketing Effectiveness Building Upon the 5Ts of Marketing Operations Center your business on customers as the key to growth: accountability, alignment & agility
  2. 2. 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% © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Biggest Marketing Operations Challenges
  3. 3. 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 © 2012 Marketing Operations Partners, Inc. All Rights Reserved. MO Success Depends on Clarity, Consistency, Winning Support & Buy-In
  4. 4. 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 © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Accountability Underlies Improvement Effort
  5. 5. 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 = Ability to Drive Strategy, Change, Accountability © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  6. 6. + Product Promotion Price Place Customers Competitors Corporation Positioning Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved. A New Maturity Model: You`ve Heard of the 5Ps and 3 Cs of Marketing
  7. 7. 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© 2012 Marketing Operations Partners, Inc. All Rights Reserved. More Recently, We Saw the Unveiling of the 5Ts of Marketing Operations™
  8. 8. The 5 P’s + The 3 C’s + The 5 T’s = 13 The entry age into adulthood in certain cultures © 2012 Marketing Operations Partners, Inc. All Rights Reserved. The Addition of the 5 T`s is Marketing`s Rite of Passage
  9. 9. 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© 2012 Marketing Operations Partners, Inc. All Rights Reserved. The Next Step in Marketing`s Evolution is to Embrace Insight from Learning Organizations
  10. 10. • Defined: A commitment to individual learning to develop proficiency; increasing ability to clarify what is important, see current reality more clearly • Related to Marketing Competency Development • Significant implications for strategic planning, collaborative decision-making, resource allocation, roles & responsibilities clarification, team dynamics, etc. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Personal Mastery in MO
  11. 11. • Defined: Questioning implicit assumptions underlying decision-making processes • Unconsciously controls what one perceives can and cannot be done • Key skills: Surfacing, challenging mental models to make decision-making more explicitly; balancing advocacy and inquiry • Significant implications for strategic planning, socialization, achieving buy-in, leveraging VoC, encouraging innovation, etc. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Mental Models in MO
  12. 12. • Defined: Winning individual and group buy-in for key initiatives by securing enrollment, commitment, compliance • Overcomes ambivalence, confusion, resistance, passive-aggressive behavior • Significant implications for socialization, winning buy-in, mission and charter definition, values clarification, cross-functional alignment, etc. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Shared Vision in MO
  13. 13. • Defined: Aligning individual and team learning through a commitment to a balance of dialogue and discussion • Overcomes “groupthink” • Facilitates breaking through internally-imposed barriers and “getting” the big lesson • Significant implications for decision-making, marketing competency development, knowledge management, marketing intelligence, planning, process design, socialization, program evaluation, etc. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Team Learning in MO
  14. 14. • Defined: Learning to view the system as a whole rather than focusing on discrete parts • Can be used to manage overwhelm from complexity and overcome “learned helplessness” • Requires a balance of linear and non-linear thinking • Significant implications in marketing intelligence, knowledge management, MO assessments, product portfolio and marketing mix management, process design, marketing IT, leveraging VoC, demonstrating return on marketing , etc. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Systems Thinking in MO
  15. 15. 3 C’s 5 P’s 5 T’s 5 D’s The Power of 18 © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Adding the 5 D`s Leads to a New Level of Generative Learning and Marketing Maturity
  16. 16. We guide marketing organizations to become a value center We are front-runners in Marketing Operations to create a consultancy dedicated to Marketing Operations to publish an article on MO to create a college course on MO to teach a professional symposium on MO to conduct a benchmarking study of MO practices © 2016 Marketing Operations Partners. All Rights Reserved. 1st 1st 1st 1st 1st Companies we’ve influenced: (partial list)
  17. 17. © 2016 Marketing Operations Partners. All Rights Reserved. Organization-wide efficiency and effectiveness raise Marketing performance, agility and ROI Ask us about our model for Marketing Maturity Strategy: holistic vision, fact-based decision-making Guidance: competency development, governance Process: workflow, lean/six-sigma, supply chain Metrics: profitability, predictive analytics, alignment Technology: enterprise marketing / portfolio mgt Ecosystem: collaboration with key stakeholders Infrastructure: back-end integration of processes, metrics, technology Request your marketing maturity assessment and roadmap ChangeMyMO@MOpartners.com
  18. 18. tel +1 408 243 7881 • Twitter.com/MOpartners Twitter.com/MktgFuture • Slideshare.net/MOpartnersCEO • LinkedIn Groups: Marketing Operations Partners Marketing Operations Future • Youtube.com/c/marketingfutureforum MarketingFutureForum.com Join@MarketingFutureForum.com MarketingFutureForum.com ChangeMyMO@MOpartners.com Center your business on customers as the key to growth: accountability, alignment & agility

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