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Marketing Operations Reviews:
What Are They and Why You
Need Them
Center your business on customers as the key to growth: ...
Marketing Operations Reviews = A focused process consisting of
regularly scheduled meetings that are:
• Conducted by the M...
• Annual or quarterly marketing
planning
• Budgeting and resource allocation
• Business strategy
• Competitive differentia...
• No standard practices exist, but there is plenty of opportunity for companies to
learn from one another
• Hold MO review...
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
Survey Findings on MO R...
Survey Findings on MO Reviews - 2
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Source: Journey to Marke...
Survey Findings on MO Reviews - 3
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Source: Journey to Marke...
• Key part of Marketing governance
• Enables more effective implementation of strategy
• Aligns cross-functional groups ar...
We guide marketing organizations to become a value center
We are front-runners in Marketing Operations
to create a consult...
© 2016 Marketing Operations Partners. All Rights Reserved.
Organization-wide efficiency and effectiveness raise
Marketing ...
tel +1 408 243 7881
• Twitter.com/MOpartners
Twitter.com/MktgFuture
• Slideshare.net/MOpartnersCEO
• LinkedIn Groups:
Mark...
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Marketing Operations Reviews: What They Are and Why You Need Them

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Marketing Operations Reviews: What They Are and Why You Need Them

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 1st 1st 1st 1st 1st Companies we’ve influenced: (partial list)
  10. 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
  11. 11. 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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