Baxter Denney of New Relic, and David Lewis of DemandGen go through the characteristics of the best Marketing Operations teams in this webinar presentation.

1. Anatomy of High Impact MOPS
Baxter Denney, Director of Marketing Ops
@tbdenney

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• A brief history of Marketing Ops
• The 5 Key Marketing Ops Competencies
• Marketing Ops team structure
• Discussion
Marketing Operations
Agenda

3. A Brief History of Marketing
Ops

4. Mad Men no more

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The birth of Marketing Operations
CRM
Email/Marketing
Automation

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Competency #1 – Technology

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The Marketer’s Technology Landscape

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Competency #2 - Operations andAutomation

10. Turn process
into
automaton
Own the “systems”
Marketing
Automation Flow
Must balance
process with
flexibility
Technology is
NOT a solution

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Competency #3 - Analytics

12. Total Marketing spend
100 Deals
$1,000,000 Bookings
5,000 MQLs
Customer Acquisition Cost (CAC)
1000 attendees at 10 field events
550 attendees at user conference
5 new customer case studies
Executive Summary – Metrics
2014 Q4 (10.01 - 12.31)
CORE ▼ 5% Q/Q
▲ 10% Q/Q
▲ 5% Q/Q
▲ 10% Q/Q
▲ 5% Q/Q
▼10% Q/Q
▲20% Y/Y
▼10% Y/Y
Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and
if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment!

13. Funnel Summary
Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and
if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment!
Qualified
add’l leads to
feed more
reps
Need better
sales
enablement
High-
performing
SDR team

14. Customer Metrics
Examples only. Seriously though, footnote the crap out of analysis slides
Synthetics
Browser Mobile
Insights

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Competency #4 – Planning and Forecasting

16. Projecting and measuring Marketing goals
Set
Goals
Identify KPIs
Review
results
Project
Trends

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Competency #5 – Marketing Enablement

18. Alignment, alignment, alignment…
Marketing team
Training and
Onboarding
Sales/Mark
eting
Alignment
Marketing content
management
Liaison to
other
departments

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Who is the head of Marketing Operations?

20. Marketing Chief of Staff
Budget
management
Workforce
planning
Marketing org structure
support
The CMO’s “right-hand
person”
Marketing team skill
assessment

21. MOPS Structure & Maturity

22. MOPS
Manager
Marketing Team Size: 1-10
Team skills:
• Marketing Automation
• Basic Analysis & Reporting
• Email Marketing / Nurturing

23. MOPS
Manager
Marketing
Automation
Data
Analyst
Email
Marketing
Marketing Team Size: 10-20
Team skills:
• Process & Automation
• Marketing Technology
• Analysis & Reporting
• Email Marketing

24. Head of
Marketing Ops
Marketing
Operations
Marketing
Automation
Data Analyst
Budget
/Planning
Lifecycle
Marketing
Email Marketing
Manager
Email Marketing
Coordinator /
Specialist
Mktg Ops
Coordinator
Marketing Team Size: 20-50
Team Skills
• Process & Automation
• Marketing Technology
• Analysis & Reporting
• Customer Marketing
• Email Marketing / Nurturing
• Budget Management
• Planning & Forecasting
• Data integrity

25. Marketing Chief
of Staff
Segment
Strategy
Marketing Ops
Marketing
Technologies
Automation &
Process
Marketing
Analytics
Customer
Insights
Analytics
Forecasting
Marketing FP&A
Marketing
Enablement
Training,
Onboarding,
Support
Planning
Lifecycle
Marketing
Customer
Marketing
Email Marketing
Marketing Team Size: 50-?
Team Skills:
• Process & Automation
• Marketing Technology
• Analysis & Reporting
• Customer Marketing
• Email Marketing / Nurturing
• Budget Management
• Planning & Forecasting
• Data Management / Strategy
• Best practices and training
• Change management
• Marketing Strategy

26. Thank you
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Baxter Denney
baxter@newrelic.com
@tbdenney