This document discusses marketing operations and customer reference management. It introduces Gary Katz and Joshua Horwitz, experts in marketing operations and customer reference software. It defines marketing operations as a systematic process to drive efficiency, consistency, alignment and accountability in marketing. Customer reference management is the process of promoting and managing how customers participate in sales and marketing. Applying marketing operations principles like process, technology, metrics and accountability can increase the impact of customer references by making more references available, preventing customer burnout, and increasing sales conversion rates.

1. A Marketing Operations Approach to
Customer Reference Management
Center your business on customers as the key to growth: accountability, alignment & agility

2. Gary Katz | Founder, Marketing Operations Partners
• Leads first ready-to-go COO and change management team for
the marketing department
• Also CEO & Founder of CommPros Group, Inc.
• 20+ years experience leading corporate marketing, marcom, PR,
IR, lead conversion, & change management
• Certified Strategic Planning Process Facilitator
• BMA National Board and Thought Leadership Committee member
• Teaches 1st course on Marketing Operations at UCSC Extension
• MS in Organization Development, BA in Public Relations
© 2017 Marketing Operations Partners. All Rights Reserved.

3. Joshua Horwitz | Founder, Boulder Logic
• Founder of Boulder Logic, a software firm specializing in Customer
Reference Management.
• Over 15 years as a technology executive with roles in Program
Management, Sales and Marketing. MBA from Babson Graduate School
of Business.
• Instrumental in the Customer Reference programs at leading firms
including: Siemens, Microsoft, Lenovo, ADP, and NetApp.
© 2017 Marketing Operations Partners. All Rights Reserved.

4. What is Marketing
Operations?
A systematic end-to-end operational discipline to:
• Drive efficiency, consistency, alignment, accountability
• Replicate best practices
• Build a foundation for Marketing Excellence
A holistic framework to apply process, technology,
guidance and metrics to run Marketing as a:
• Profit/value center
• Growth driver
• Change catalyst
• Fully-accountable business
© 2017 Marketing Operations Partners. All Rights Reserved.

5. Marketing Operations: Sphere of Influence
© 2017 Marketing Operations Partners. All Rights Reserved.
Alignment with
Stakeholders
Marketing
Intelligence
Sales
Acceleration
Scaling for
Growth
Accountability
Enterprise
Strategic
Agenda
Customer
Profitability

6. Marketing Operations: Sphere of Influence
© 2017 Marketing Operations Partners. All Rights Reserved.

7. What is Customer
Reference
Management?
What is it?
• Tools and process for promoting and managing how customers
participate in the sales and marketing process.
Why is it important?
• ”If you have a customer who is on the fence about purchasing
your product or services, there is nothing as effective as a
customer reference to push them to act.” – Gartner Analyst
© 2017 Marketing Operations Partners. All Rights Reserved.

8. Managing the Customer Reference Universe
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9. Where is the financial
impact of customer
reference management?
© 2017 Marketing Operations Partners. All Rights Reserved.
Revenue
Increase
Expense
Decrease
Added Profit
3 to 5% increase
In deals closes
~4 hours sales
Productivity lost
Per reference

10. Why is the mindset of
marketing operations
important to customer
reference management?
© 2017 Marketing Operations Partners. All Rights Reserved.

11. How should marketing
operations be applied
to customer references?
© 2017 Marketing Operations Partners. All Rights Reserved.

12. How does technology
play a role in bringing
marketing operations to
customer reference
management?
© 2017 Marketing Operations Partners. All Rights Reserved.

13. What are the challenges
you are likely to face
when getting started?
© 2017 Marketing Operations Partners. All Rights Reserved.

14. What elements are
critical to the success
of this approach?
© 2017 Marketing Operations Partners. All Rights Reserved.

15. What are the results
you should expect to see
when done right?
© 2017 Marketing Operations Partners. All Rights Reserved.
• More references available
• No customer burnout
• Proactive part of sales & mkt
Business
Impact
• Establish market credibility
• Increase close rate
• Shorten sales cycles

16. 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
© 2017 Marketing Operations Partners. All Rights Reserved.
1st
1st
1st
1st
1st
Companies we’ve influenced: (partial list)

17. © 2017 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