1. Influencing the Enterprise
Driving Strategic Impact Through Marketing
1

2. ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
What Silos Inhibit Your Effectiveness?
• What are the consequences?
– Resource mis-allocation
– Branding confusion
– Locked-up BKMs & scale
– People dependence
– Lost opportunities: agility
• What are the causes?
– Stand-alone management
– Lack of cross-functional inertia &
accountability
– Know-how to overcome silos

3. ClearAction Continuum
3© Copyright ClearAction Continuum. All rights reserved.
What Silos Inhibit Your Effectiveness?
• What are the consequences?
• What are the causes?
• How can silos be overcome?
– Systems thinking
– Change management
– Organizational learning
– Quality tools
– Balanced scorecards
– Customer-centric culture
+++ Marketing Operations

4. ClearAction Continuum
4© Copyright ClearAction Continuum. All rights reserved.
Systems Thinking for Big Picture
Holistic View
• Analogies
• Connectivity
• Framing
• Patterns
• Perspective
• Structure
LIKE …
Marketing Operations
Strategy
Execution

5. ClearAction Continuum
5© Copyright ClearAction Continuum. All rights reserved.
Change Management for Lasting Cooperation
Marketing Operations
Strategy
Execution

6. ClearAction Continuum
6© Copyright ClearAction Continuum. All rights reserved.
Organizational Learning for Agility
N.I.H.
?• Language
• Post-Mortem
• Politics
• Knowledge
• Proliferate
• Refine
Company = Team
Marketing Operations
Marketing
Scalability

7. ClearAction Continuum
7© Copyright ClearAction Continuum. All rights reserved.
Quality Tools for Fact-Based Decisions
Root Cause Analysis: Facts Pareto Chart: 80/20 Rule
Critical Path Diagram: Workflow Control Chart: Accountability
UCL
LCL
_
X
Marketing Operations
Business
Intelligence

8. ClearAction Continuum
8© Copyright ClearAction Continuum. All rights reserved.
Balanced Scorecard: Empowerment
Marketing Operations
Returnon
Marketing

9. ClearAction Continuum
9© Copyright ClearAction Continuum. All rights reserved.
Customer-Centric Culture: Guiding Light
Marketing Operations
Customer
Profitability
Drivers
Of Trust

10. ClearAction Continuum
10© Copyright ClearAction Continuum. All rights reserved.
Influence Entire Enterprise: Customer Experience
Solution = Means to an End Customer Experience Scope
Customers’ View of Your Value
Marketing Operations
Buying
Acceleration
Engage Enterprise-wide

11. ClearAction Continuum
11© Copyright ClearAction Continuum. All rights reserved.
Marketing Operations: Overcome Silos
Buying
Acceleration
Customer
Profitability
Marketing
Scalability
Business
Intelligence
Strategy
Execution
Returnon
Marketing
Marketing Operations
 High-ROI Resource Allocation
 Branding Clarity
 Best Practices Scalability
 Process Excellence
 Agility for Emerging Opportunities

12. ClearAction Continuum
12© Copyright ClearAction Continuum. All rights reserved.
Marketing Operations for Higher ROI
Buying
Acceleration
Customer
Profitability
Marketing
Scalability
Business
Intelligence
Strategy
Execution
Return on
Marketing
ALIGNMENT
ACCOUNTABILITY
Free Marketing from
activity treadmill,
opportunity cost,
waste.
AGILITY
Propel Marketing impact
by accommodating
emerging opportunities,
broad CX innovation,
proactive role in C-suite
MARKETING EFFICIENCY & EFFECTIVENESS
MarketingOperations

13. ClearAction Continuum
1313© 2018 ClearAction Continuum. All rights reserved.
ClearAction Continuum
Clients of ClearAction Continuum
PARTIAL LIST

14. ClearAction Continuum
We center your business on customers
ClearAction Continuum
14
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)

15. ClearAction Continuum
1515© 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

16. ClearAction Continuum
16
We center your
business on customers
© 2018 ClearAction Continuum. All rights reserved.
ClearAction.com
ClearAction
company/201333
+ClearActionCXO
CustomerExperienceOptimization
Let’s keep in touch!