MOCCA board member Linlin Li, VP of Digital, Demand Gen, Ops, and SDRs at Centrify presented at the recent Silicon Valley Marketo User Group how revenue alignment, innovation and data science are becoming the three pillars in a best in class Marketing Operations team.

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From Back Room to Board Room
The Strategic & Evolving Role of MOPS
Linlin Li
VP, Digital, MOPS & SDR
Centrify Corporation
Yun Fan
Sr. Manager, MOPS & Data Science
Centrify Corporation

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Embracing changes – adapt, evolve & thrive

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Embracing changes – adapt, evolve & thrive

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Agenda
1. Our journey via case studies
2. Data science roadmap on a budget
3. Where is MOPS headed

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Case Studies
Innovation
Revenue
Alignment
Data Science
1. 3.2.

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MOPS-led Revenue Planning Phases
What’s the Goal?
• Align go-to-market strategies
• Operationalize revenue growth
• Agree on goals & accountability
• Full funnel visibility and insight
Internal
Cross Functional
1
Advanced (ABM based) 4
Marketing Sales Aligned
2
3
Effort Level
RevenueImpact

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Complex Model Accuracy or Alignment
Model can get unwieldy and complex
quickly; causing alignment challenges
* Numbers are blurred intentionally for public distribution

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Common Grounds Lead to Hybrid Revenue Model

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Aligned Hybrid Revenue Model based on ABM Strategy
Double-down on Target 60 plus halo from Volume (i.e., NT60)
* Dummy numbers for public distribution

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Three Case Studies
Innovation
Revenue
Alignment
Data Science
1. 3.2.

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Business Challenges Drive MOPS to Be Innovative
Challenge One: New Logo
• Can’t easily tell which Centrify product the
prospect is interested in
• Generic conversation
• Generic meeting
• Lower conversion rate
Challenge Two: Customer Cross Sell
• Customer’s marketing engagement is often
overlooked
• Miss out on important cross sell signals
Critical Data Point:
More than 3/4 of opportunities in
qualified prospect stage have no
product info identified!

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The Mechanics of Product Interest (PI) Engine
Product Interest
Example 1
“I see that you’ve
shown interest in
our App Services.
Are you interested in
learning more?”
Example 2
You seem to be
curious about a
variety of our
products and
services. Have you
heard of …?”
4. PI Based Product Nurture 5. PI Based Cross Sell
3. PI Accuracy Validation1. Implementation 2. SFDC Presentation
* Images are blurred intentionally for public distribution

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Business Challenges Drive MOPS to Be Innovative
Challenge:
• Too many models, still can’t answer the
business question
• Conflicting methodologies & data
• Do we have enough out-quarter pipeline?
Solution:
• Leverage existing systems & tribal knowledge
to integrate various views into a holistic
picture
• More accurate goal setting and alignment

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Three Case Studies
Innovation
Revenue
Alignment
Data Science
1. 3.2.

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Case Study 3 : Our Data Science Journey
• Marketing Analytics & Data Science(MADS) Roadmap
• MADS 3 Steps
• Activating the power of data science
• Model 1: Regression
• Model 2: Pipeline Life Span

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Marketing Analytics and Data Science Roadmap

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MADS Building Blocks – 3 Steps
Business Data Technology
Centrify:
We have 2 product lines.
Each product line has
different persona,
vertical and customer
journey.
Centrify:
Establish business unit
concept for campaign
planning and execution.
Build in product interest
scoring into marketing
automation system.
Centrify:
Marketo: tracking data
SFDC: tracking date
SQL server:
centralizing data
Tableau: visualization
Identify nature of
company business
Plan and execute
data tracking
Leverage technology
to scale

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Polynomial Regression: What is the product
revenue trajectory?
* Dummy numbers for public distribution

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Pipeline Life Span
* Numbers are blurred intentionally for public distribution

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Qualified pipeline has 6Qs lifespan
95% pipeline has 6 quarters lifespan
* Dummy numbers for public distribution

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MADS – Takeaways
•Identify business question/hypothesis
•Start small/simple and then evolve
•Leverage good visualization to communicate

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Recap & 3 Predictions on Where’s MOPS Headed
Recap
Ops principles stay intact
1
MOPS leader career PathRevenue Ops
2
3
1. MOPS teams and leaders
need to evolve & adapt
2. Simplified ABM focused
revenue model
3. Innovation top of mind
4. Activate data science
Integrity, data driven, eye on
scale, technology evangelist
& innovation
Evolution of ops charter and
the convergence of ops into
revenue ops (it can be
virtual alliances initially but
with authority)
Leader that drives efficiency
and efficacy of all revenue-
efforts across marketing,
sales & product. Have a seat
at the revenue table.
Linlin Li
linlin.li@Centrify.com
Yun Fan
yun.fan@Centrify.com