1. Embracing Marketing Operations:
What is It and Why Bother?
Center your business on customers as the key to growth: accountability, alignment & agility

2. About Your Guide: Gary M. Katz
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• Founder and Chief Strategy Officer of Marketing
Operations Partners
• First ready-to-go COO and change management
team for the marketing department
• Chairman of Marketing Operations Future Forum
• 20+ years experience leading corporate marketing,
• marcom, PR, IR, demand gen & change
management
• Certified Strategic Planning Process Facilitator (ICA)
• Noted educator, author, speaker and leader in
Marketing Operations field
• MS in Organization Development, BA in Public
Relations

3. The Motivation to Change Marketing’s MO
• Defining Marketing Operations
• Marketing Operations: Rising to the Challenge
• A New Vision for Marketing
Webcast Overview
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

4. The Motivation to Change Marketing’s MO

5. • Your metrics for success are ill-defined
• Your people are slammed
• Your institutional memory is leaky
• Your innovation and creativity are suffering from
constipation
• Your team, cross-functional or supplier relationships
are poorly-aligned
• Your decision-making process is tough to justify
• Your marketing portfolio is not delivering expected
results
You Know Your Marketing Resources (and Job)
are at Risk When…
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

6. Measure Marketing ROI &
Demonstrate Value
Measure Marketing ROI &
Demonstrate Value
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%
© 2012 Marketing Operations Partners. All Rights Reserved.
High-Priority MO Challenges Emphasize Metrics,
Strategy, Cross-functional
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

7. Scaling for
Growth
Enterprise
Strategic
Agenda
Customer
Profitability
Buying
Acceleration
Accountability Alignment with
Stakeholders
Marketing
Intelligence
© 2012 Marketing Operations Partners. All Rights Reserved.
Why Marketing Operations is Critical

8. • Marketing Operations (MO) is a thorough, end-to-end operational
discipline that leverages processes, technology, guidance and metrics
to run the Marketing function as a profit/value center, growth driver,
change agent and fully-accountable business.
• MO reinforces Marketing strategy and tactics with a scalable and
sustainable enabling infrastructure, as well as nurturing a healthy,
collaborative ecosystem, both within and outside the Marketing
department, to drive achievement of enterprise strategic objectives.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Defining Marketing Operations

9. • Change management
• Total Quality Management
• Manufacturing
• Organizational reengineering
• IT
• Statistical analysis
• Customer experience management
• Enterprise resource management
• Knowledge management
• Sales pipeline management.
Marketing Operations Encompasses
a Board Body of Knowledge
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

10. Marketing
Intelligence
Customer
Profitability
• Marketing Org. Assessment
• Predictive Analytics
• Business Intelligence
• Competitive & Industry
Benchmarking
• Voice of the Customer
• Customer Experience Management
• Customer Reference Dev.
• Customer Loyalty/Affinity
• Win-Loss Analysis
Enterprise
Strategic
Innovation & Sales
Acceleration
• Marketing Planning & Ops Reviews
• Marketing Charter Definition
• Change Management
• Socialization & Community Building
• Leadership Council
• Circles of Excellence
• Marketing & Brand Governance
• CMO Communications
• Sales Pipeline Optimization
• Lead Scoring & Nurturing
• CRM
• Campaign Management
• Product Lifecycle Management
Effective Marketing Operations Requires a Diversity of
Subject Matter Expertise
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

11. Scaling for Growth
• Process Mapping & Design
• Marketing Automation
• Knowledge Management
• Tool and Template Dev.
• Best Practices Documentation
• Centers of Excellence
• Marketing Competency Dev.
• Roles & Responsibilities
Clarification
• Team Mix Modeling
• Marketing Org. Reengineering
• Marketing Resource
Optimization
• Supply Chain Management
Accountability
• Metrics and KPI Definition
• Dashboard Development
• Performance Measurement
• Marketing Portfolio Mgt
• Budget Mgt & Justification
Alignment with
Stakeholders
• C-Level Buy-in
• Sales Alignment
• Finance/IT Alignment
• M&A Assimilation
And Even More Subject Matter Expertise!
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

12. • Brings a long overdue operational focus to Marketing
• Provides the CMO with an operational partner, a Chief of Staff
• Applies proven, time-tested Best Practices and Business Processes
• Drives Efficiency, Consistent Results
• Provides solid foundation for Marketing Excellence
The Benefits of Marketing Operations
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

13. Challenge:
Converting Insight into Value
Marketing Operations: Rising to the Challenge
Lack of confidence in
business intelligence

14. Benchmark Best
Practices
Validate
Market Demand
Assess
Insight/
Opportunity Gaps
Baseline What We
Know/What We
Don’t
Solution:
Converting Insight Into Value
MO Breeds
Actionable
Insight and
Innovation

15. Challenge:
Maximizing Customer Profitability
The Price of Acquiring
& Keeping a Customer
is Growing

16. Calculate Customer
Lifetime Value
Capture Customer
Decision Drivers
Win Back
At-Risk Customers
Mobilize to
Meet Customer
Expectations
Solution:
Maximizing Customer Profitability
MO Delivers
Customer
Experience

17. Challenge:
Delivering the Strategic Agenda
Every Strategy/Budget
Cycle
— a Free-for-All

18. Catalyze
Shared Vision
Ensure Message
Integrity
Live the
Brand
Socialize
Marketing Change
Solution:
Delivering the Strategic Agenda
MO Realizes
Strategy

19. Challenge:
Accelerating Selling/Buying Process
No or Slow Growth
Disappointing Revenue
Results

20. Integrate
Buying/Selling
Cycle
Feed Sales
Pipeline
Optimize Sales/
Marketing
Hand-offs
Leverage Loyalty
Assets
Solution:
Accelerating Selling/Buying Process
MO Aligns
Sales/Marketing
Effort

21. Challenge:
Scaling Marketing for Growth
Marketing in Reaction
Mode

22. Diagnose Marketing
Health
Architect Enabling
Shared Processes
Optimize Marketing
Investment
Develop Marketing
Competency
Solution:
Scaling Marketing for Growth
MO Mobilizes
Resources

23. “Much of what marketing can contribute right now is seen as less tangible
because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America
Challenge:
Demonstrating Return on Marketing
Marketing on
Defensive to Show
Contribution

24. Align
Marketing/Enterprise
Objectives
Track Individual and
Team Performance
Fine-tune Forecasting
thru Predictive
Analytics
Define and Track
Key Metrics via
Dashboards
Solution:
Demonstrating Return on Marketing
MO Enables
Accountability

25. A New Vision for Marketing

26. Fundamental MO
Expanded MO
Sophisticated MO
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Budget Management
CRM
Marketing Services
Measurement
Vendor Management
The Progression of Mo Maturity

27. Ecosystem Alignment
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MO Best Practice Framework
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

28. Profile of Best Practice Firms in Marketing Operations

29. • Marketing full partner to CEO, other CXOs
• Helps formulate & achieve company strategy
• Proactively defines meaningful metrics
• Shows return on Marketing contribution to company success
• Marketing drives innovation, new market penetration & customer
profitability
• Tight alignment with R&D, sales & customer service
• Builds CLV, VOC intelligence & pipeline of references
MO Vision: Change the Modus Operandi - 1
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

30. • Marketing owns sales leads process
• Nurtures prospects through sales funnel
• Removes barriers that block end-to-end visibility
• Marketing, once operationalized, leads the growth charge
• Provides agility & effective response to opportunity
• Leverages best practices, process & technology to scale
organization
• Synchronizes effort & ensures cross-functional knowledge-sharing
MO Vision: Change the Modus Operandi - 2
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

31. Is Your Organization Ready for MO? - 1
CHARACTERISTIC PAIN VISION
Substantial
marketing
Investment
Unmanageable
complexity,
difficulty
demonstrating
ROI, Marketing
on defensive
Optimize to deliver substantial ROI
• Leverage processes, technology,
guidance & best practices to spur
productivity, knowledge sharing
• Utilize dashboards & metrics to
make informed spend decisions
Recognized by C-team
• For accountability & ROI contribution
Dynamic
competitive
market
No or
disappointing
growth, super
growth, high
customer churn &
employee
turnover
Marketing aligns w/other functions
• Nurturing sales funnel
• Revenue targets
• Innovation process
• New market penetration
• Customer experience
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

32. Is Your Organization Ready for MO? - 2
CHARACTERISTIC PAIN VISION
Under
media or
regulatory
Scrutiny
Compliance
pressure, impact
of change on
compliance,
media magnifying
glass
Partner with Quality, Finance, IR
• Map key processes
• Document best practices
• Apply LEAN, 6 Sigma, etc.
• Demonstrate ROI through KPIs,
dashboards, etc.
M&A integration
challenges
Duplicated efforts,
loss of continuity,
“everything’s
urgent”, hard to
get buy-in for
initiatives
Marketing leads initiatives
• Communications leadership
• Walking the talk
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

33. Is Your Organization Ready for MO? - 3
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
CHARACTERISTIC PAIN VISION
More
tactical
than strategic
Firefighting, CYA
behavior
Marketing is valued strategic partner to
CEO and C-team
- Growth driver
- Change catalyst

34. +
Product Promotion
Price Place
Customers
Competitors
Corporation
Positioning
Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Future: A New Maturity Model:
You`ve Heard of the 5Ps and 3 Cs of Marketing

35. 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™

36. 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

37. 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

38. 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

39. 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)

40. © 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

41. tel +1 408 243 7881
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ChangeMyMO@MOpartners.com
Center your business on customers as the key to growth: accountability, alignment & agility