Marketing Operations: MObilizing Marketing For A Web 2.0 World

Marketing Operations 2.0:
MObilizing Marketing for a Web 2.0 World
1

ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
It`s Not the Wild Wild West any More

It`s a Web 2.0 World Now

• Efficient new channels & tools
• A collaborative platform to engage
customers, stakeholders
• Greater focus on org. integrity &
transparency
Web 2.0 Has Transformed Marketing From Outside In

It looks Like Chaos…

Information Superhighway 2.0
But There`s Order Within Chaos

Marketing is Broken Inside Most Companies
Product Mgmt Marcom
Lead Gen
Social Media
PR Channel MktgEvent
s
Web Alliance
s
Silos

Information Overload
 Measurable data in
2000
Metric
Data
Fine granularity needed for better decisions
Metric
Data
• Measurable data now

7 Deadly Sins, Letterman-Style
• 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

It’s Time to Change the MO of Marketing!
There’s Help for Program Drivers!
Product Mgmt Marcom
Lead Gen
Social Media
PR Channel MktgEvent
s
Web Alliance
s

• New initiatives, tools strengthen
operational muscle, agility
• Holistic framework mobilizes x-
functional alignment, accountability
behind strategy
• Greater emphasis on org. integrity &
transparency
Marketing Operations. The Yin to Web 2.0`s Yang

Internal Transportation System: MO 2.0

Highways, Roadways and Bridges . . .

Means of Transportation

Traffic Controls & Signals

Driver`s Handbook

Driver`s Ed, Training & Licensing

Mechanics Tuning the Engine

Alignment Specialist

Navigational System

Roadmap

MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MOdel for Sustainable Success

Aligned Objectives
• Enterprise
Strategic
Objectives
• Gap Closing
• Over some
period of time
• Objective #1
• Decisions &
Doing
• Investments
• Measures
• Programs
• Initiatives
• Activities
• Gaps to Close
•Priorities
•Leverage
•Now vs. Later
• Goals & Gaps
• Economic
• Experience
• Business
(Ethics,
Principles,
Values)
Alignment of
Stakeholders
with each
other
Balanced
Returns to
Each
Stakeholder
Maximum
Overall
Satisfaction
Success!
START

Marketing Operations: A Definition
A Strategic Foundation for Marketing Excellence
A Holistic Framework
Alignment Integration
A Best Practice Enabler
Consistency Sustainability
An Operational Discipline
Efficiency Accountability
MO 1.0 MO 2.0
✓
✓
✓
✓
✓✓
✓✓

Scaling for
Growth
Enterprise
Strategic
Agenda
Customer
Profitability
Buying
Acceleration
Accountability Alignment with
Stakeholders
Marketing
Intelligence
Marketing Operations: Sphere of Influence

• Converting Insight into Value (Marketing Intelligence)
• Accelerating Sales/Buying Process (Sales Acceleration)
• Scaling Marketing for Growth
• Delivering Strategic Agenda
• Maximizing Customer Profitability
• Demonstrating Return on Marketing (Accountability)
Six Top Marketing Challenges and
How MO Addresses Them

Lack of Confidence in
Business Intelligence
Challenge:
Converting Insight into Value
Marketing Operations: Rising to the Challenge

Lack of Confidence in
Business Intelligence
Benchmark Best
Practices
Validate
Market Demand
Assess
Insight/
Opportunity Gaps
Baseline What We
Know/What We
Don’t
MO Breeds
Actionable
Insight and
Innovation
Solution:
Converting Insight Into Value

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

No or Slow Growth
Integrate
Buying/Selling
Cycle
Feed Sales Pipeline
Optimize Sales/
Marketing
Hand-offs
Leverage Loyalty
Assets
MO Aligns
Sales/
Marketing
Effort
Solution:
Accelerating Selling/Buying Process

Marketing in Reaction Mode
Challenge:
Scaling Marketing for Growth

Marketing in Reaction Mode
Diagnose Marketing
Health
Architect Enabling
Shared Processes
Optimize Marketing
Investment
Develop Marketing
Competency
MO
MObilizes
Resources
Solution:
Scaling Marketing for Growth

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

Catalyze
Shared Vision
Strategy / Budget Cycles
are Free-for-Alls
Ensure Message
Integrity
Live the
Brand
Socialize
Marketing Change
MO
Realizes
Strategy
Solution:
Delivering the Strategic Agenda

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

The Price of Acquiring &
Keeping
Customers is Growing
Calculate Customer
Lifetime Value
Capture Customer
Decision Drivers
Win Back
At-Risk Customers
Mobilize to
Meet Customer
Expectations
MO Delivers
Customer
Experience
Solution:
Maximizing Customer Profitability

Marketing on Defensive
to Show Contribution
“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
Align
Marketing/Enterprise
Objectives
Track Individual and
Team Performance
Fine-tune Forecasting
thru Predictive
Analytics
Define and Track Key
Metrics via
Dashboards
MO Enables
Account-
ability
Solution:
Demonstrating Return on Marketing

Fundamental MO
Expanded MO
Sophisticated MO
Budget Management
CRM
Marketing Services
Measurement
Vendor Management
3 Stages of Marketing Operations Maturity

• 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 Marketing Operations Best Practices

• Stronger position during budget scrutiny
• Part of a learning-oriented environment
• Better utilization of your unique talents
• Greater job satisfaction
Benefits of New MO – For Marketing Professionals

• Injection of left-brain thinking
• Shift of priorities from short- to long-term
• An operational partner, a Chief of Staff
• Increased tenure
Benefits of a New MO – for CMOs

• Better x-functional alignment
• Decreased employee, customer churn
• Greater contribution from marketing
• Win in the market
Benefits of a New MO – for CEOs

© Copyright ClearAction Continuum. All rights reserved.
• Journey to Marketing Operations Maturity Benchmarking Study by Marketing
Operations Partners
• Calibrate How You Operate by The CMO Council
• The Profit Maximization Paradox: Cracking the Marketing/Sales Alignment Code
by Glen Petersen
• Marketing Metrics in Action by Laura Patterson
• Marketing 2.0: Bridging the Gap between Buyer and Seller through Social Media
Marketing by Bernie Borges
• Marketing Operations Future Forum on LinkedIn
• Marketing Operations Cross-Company Alliance (MOCCA)
Other Resources:
IDC, Sirius Decisions, Aberdeen, Forrester Research
Great Marketing Operations Resources

We center your business on customers
46
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)

4747© 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

48
We center your
business on customers
© 2018 ClearAction Continuum. All rights reserved.
ClearAction.com
ClearAction
company/201333
+ClearActionCXO
CustomerExperienceOptimization
Let’s keep in touch!

Marketing Operations: MObilizing Marketing For A Web 2.0 World

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