Marketing Operations: MObilizing Marketing For A Web 2.0 World

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A sneak preview of my latest thinking, in which I parallel Web 2.0 and Marketing Operations. I have not presented this work live as of 5/11/09.

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Marketing Operations: MObilizing Marketing For A Web 2.0 World

  1. 1. Marketing Operations 2.0: MObilizing Marketing for a Web 2.0 World Center your business on customers as the key to growth: accountability, alignment & agility
  2. 2. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. It`s Not the Wild Wild West any More
  3. 3. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. It`s a Web 2.0 World Now
  4. 4. • Efficient new channels & tools • A collaborative platform to engage customers, stakeholders • Greater focus on org. integrity & transparency © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Web 2.0 Has Transformed Marketing From Outside In
  5. 5. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. It looks Like Chaos…
  6. 6. Information Superhighway 2.0 © 2012 Marketing Operations Partners, Inc. All Rights Reserved. But There`s Order Within Chaos
  7. 7. Product Mgmt Marcom Lead GenSocial Media PR Channel MktgEvents Web Alliances © 2012 Marketing Operations Partners. All Rights Reserved. Marketing is Broken Inside Most Companies Silos
  8. 8. • Measurable data in 2000 Metric Data Fine granularity needed for better decisions Metric Data • Measurable data now © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Information Overload
  9. 9. • 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 © 2012 Marketing Operations Partners. All Rights Reserved. 7 Deadly Sins, Letterman-Style
  10. 10. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. It`s Time to Change the MO of Marketing! There`s Help for Program Drivers! Product Mgmt Marcom Lead GenSocial Media PR Channel MktgEvents Web Alliances
  11. 11. • New initiatives, tools strengthen operational muscle, agility • Holistic framework mobilizes x- functional alignment, accountability behind strategy • Greater emphasis on org. integrity & transparency © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Marketing Operations. The Yin to Web 2.0`s Yang
  12. 12. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Internal Transportation System: MO 2.0
  13. 13. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Highways, Roadways and Bridges . . .
  14. 14. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Means of Transportation
  15. 15. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Traffic Controls & Signals
  16. 16. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Driver`s Handbook
  17. 17. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Driver`s Ed, Training & Licensing
  18. 18. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Mechanics Tuning the Engine
  19. 19. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Alignment Specialist
  20. 20. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Navigational System
  21. 21. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Roadmap
  22. 22. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. MetricsProcessGuidance Infrastructure Management Technology Strategy Ecosystem Alignment MOdel for Sustainable Success
  23. 23. • Enterprise Strategic Objectives • Gap Closing • Over some period of time • Objective #1 • Objective #2 • Decisions & Doing • Investments • Measures • Programs • Initiatives • Activities • Alignment • 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 Aligned Objectives
  24. 24. 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 ✓ ✓ ✓ ✓ ✓✓ ✓✓ © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Marketing Operations: A Definition
  25. 25. Scaling for Growth Enterprise Strategic Agenda Customer Profitability Buying Acceleration Accountability Alignment with Stakeholders Marketing Intelligence © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Marketing Operations: Sphere of Influence
  26. 26. • 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) © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Six Top Marketing Challenges and How MO Addresses Them
  27. 27. Lack of Confidence in Business Intelligence © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Challenge: Converting Insight into Value
  28. 28. Lack of Confidence in Business Intelligence Solution: Converting Insight into Value Benchmark Best Practices Validate Market Demand Assess Insight/ Opportunity Gaps Baseline What We Know/What We Don’t MO Breeds Actionable Insight and Innovation © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  29. 29. No or Slow - Growth... Disappointing Revenue Results Challenge: Accelerating Selling/Buying Process © 2012 Marketing Operations Partners. All Rights Reserved.
  30. 30. No or Slow Growth Solution: Accelerating Selling/Buying Process Integrate Buying/Selling Cycle Feed Sales Pipeline Optimize Sales/ Marketing Hand-offs Leverage Loyalty Assets MO Aligns Sales/ Marketing Effort © 2012 Marketing Operations Partners. All Rights Reserved.
  31. 31. Marketing in Reaction Mode Challenge: Scaling Marketing for Growth © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  32. 32. Marketing in Reaction Mode Solution: Scaling Marketing for Growth Diagnose Marketing Health Architect Enabling Shared Processes Optimize Marketing Investment Develop Marketing Competency MO MObilizes Resources © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  33. 33. Every Strategy/Budget Cycle -- a Free-for-All Challenge: Delivering the Strategic Agenda © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  34. 34. Catalyze Shared Vision Strategy / Budget Cycles are Free-for-Alls Solution: Delivering the Strategic Agenda Ensure Message Integrity Live the Brand Socialize Marketing Change MO Realizes Strategy © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  35. 35. The Price of Acquiring & Keeping a Customer is Growing Challenge: Maximizing Customer Profitability © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  36. 36. The Price of Acquiring & Keeping Customers is Growing Solution: Maximizing Customer Profitability Calculate Customer Lifetime Value Capture Customer Decision Drivers Win Back At-Risk Customers Mobilize to Meet Customer Expectations MO Delivers Customer Experience © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  37. 37. Marketing on Defensive to Show Contribution Challenge: Demonstrating Return on Marketing “Much of what marketing can contribute right now is seen as less tangible because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  38. 38. Marketing on Defensive To Show Contribution Solution: Demonstrating Return on Marketing 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 © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  39. 39. Change Management Competency Development Enterprise Metrics Alignment Org. Learning Catalyst Strategic Management Fundamental MO Budget Management CRM Marketing Services Vendor Management Expanded MO Sophisticated MO Marketing Automation Best Practices Rewards Alignment Process Design Knowledge Management © 2012 Marketing Operations Partners, Inc. All Rights Reserved. 3 Stages of Marketing Operations Maturity
  40. 40. • 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 © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  41. 41. • Stronger position during budget scrutiny • Part of a learning-oriented environment • Better utilization of your unique talents • Greater job satisfaction © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Benefits of New MO – For Marketing Professionals
  42. 42. • Injection of left-brain thinking • Shift of priorities from short- to long-term • An operational partner, a Chief of Staff • Increased tenure © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Benefits of a New MO – for CMOs
  43. 43. • Better x-functional alignment • Decreased employee, customer churn • Greater contribution from marketing • Win in the market © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Benefits of a New MO – for CEOs
  44. 44. • 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 © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Great Marketing Operations Resources
  45. 45. 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)
  46. 46. © 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
  47. 47. 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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