For an updated version of this presentation: https://www.slideshare.net/clearaction/marketing-operations-reviews-what-they-are-and-why-you-need-them-127189829 How to ensure that your marketing tactics are aligned with your company's marketing strategy for increased efficiency. See https://ClearAction.com

1. Marketing Operations Reviews:
What Are They and Why You
Need Them
Center your business on customers as the key to growth: accountability, alignment & agility

2. Marketing Operations Reviews = A focused process consisting of
regularly scheduled meetings that are:
• Conducted by the Marketing function
• Aimed at aligning Marketing strategy with tactics and ensuring
execution of Marketing strategy
• Most typically conducted on a quarterly or annual basis
• Often roll up to C-level review processes
Defining Marketing Operations Reviews
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

3. • Annual or quarterly marketing
planning
• Budgeting and resource allocation
• Business strategy
• Competitive differentiation
• Creative issues and brainstorming
• Education and team development
• Functional issues (e.g., campaigns,
programs)
• Go-to-market plans and policies
• Information exchange and lessons
learned
• Key issues analysis
• Leadership council
• Market opportunity management
• Marketing portfolio investment
evaluation
• Marketing roadmap change
management
• Operations optimization
• Regional issues
• Stakeholder alignment, integration
• and mobilization
• Tracking against plan
Source: © 2007, Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
Typical Areas of Focus for MO Reviews
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

4. • No standard practices exist, but there is plenty of opportunity for companies to
learn from one another
• Hold MO reviews offsite to eliminate the distractions of being at the office and
to improve the group’s focus and commitment
• Retain external facilitators to conduct the MO review process
• Frees the CMO and/or VP, who might otherwise lead the process
• Potentially increases objectivity and participation
• View the MO review process as a “health check” of the Marketing function
• Expands the focus of the process from strictly tactical and/or strategic to one
that is more holistic
• Participants develop a deeper understanding of both the driving and
restraining forces that propel them toward or away from achieving the agreed-
upon mission of the Marketing organization
MO Review Best Practices
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

5. Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
Survey Findings on MO Reviews
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

6. Survey Findings on MO Reviews - 2
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

7. Survey Findings on MO Reviews - 3
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

8. • Key part of Marketing governance
• Enables more effective implementation of strategy
• Aligns cross-functional groups around common purpose through
communication and accountability
• Addresses people and process issues often swept under the rug
• Focuses on overall system health, rather than assignment of
individual blame or tendency for collective to become stagnant
through learned helplessness behaviors
Why Marketing Operations Reviews Are Critical
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

9. 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.
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Companies we’ve influenced: (partial list)

10. © 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

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Center your business on customers as the key to growth: accountability, alignment & agility