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From insights to action, the path to extraordinary value starts here.
Elevate every
decision with
intelligent
marketing
operations
Fast-track to future-ready performance
Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 2
Marketers today are expected to deliver
the right customer experiences at the
right time with every interaction.
To achieve this, marketing organizations
must become future-ready.
The marketing
dynamic is more
complex than ever.
Intelligent Operations | Marketing Operations
Intelligent Operations | Marketing Operations
Deploy the ultimate
marketing machine
Intelligent Operations | Marketing Operations
The marketing function can only be as successful as
its operational maturity. When marketers reach a
future-ready state, they:
• Are empowered to identify customers across
multiple platforms and channels
• Align their messaging, creative collateral,
execution and brand consistency at speed
In doing so, they’ve designed and deployed the
ultimate “marketing machine”–they are future-ready.
The journey begins here and now.
Intelligent Operations | Marketing Operations
Our research and experience reveals there are four levels of maturity:
Of all respondents
identified marketing
as a top focus for
operating model
transformation.
33%
Future-ready organizations
need a future-ready
marketing function
Copyright © 2021 Accenture. All rights reserved. 4
Every organization should focus on being future-ready. The select
few organizations already in this tier are more efficient and more
profitable. But future-readiness in the marketing function is, in itself,
a goal worth striving toward.
Predictive
Stable
Future-ready
Efficient
Intelligent Operations | Marketing Operations
Advantages of being
future-ready
1 Future-ready organizations exhibited 6.4 pp higher profitability and 13.1 percent greater efficiency, on average
Source: Accenture Research and Oxford Economics Intelligent Operations Survey, 2020
Other future-ready benefits:
improved talent mix, reskilling, customer
experiences and ecosystem relationships
2.8x
1.7x
higher efficiency
levels for future-ready
organizations.1
boost in corporate
profitability for
future-ready
organizations.1
More profitable
More efficient
It takes work, but it’s worth it: Superior
outcomes are a direct result of becoming—
and remaining—future-ready.
Intelligent Operations | Marketing Operations
Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 6
Of all Marketing
leaders expect to be
future-ready by 2023.
Copyright © 2021 Accenture. All rights reserved. 6
They:
• Harness the power of AI and automation to free
marketing talent for strategic activities
• Leverage data and analytics to provide targeted,
personalized content
• Address all stages of the customer lifecycle,
providing an end-to-end experience to drive loyalty
38%
What do future-ready marketing
organizations look like?
Intelligent Operations | Marketing Operations
Marketing teams are well-positioned
to achieve operations maturity
In all eight keys to operational
maturity, marketing leaders rate
their organization ahead of
overall figures.
72%
71%
71%
71%
63%
63%
61%
55%
58%
57%
63%
54%
66%
65%
66%
62%
Intelligent Operations | Marketing Operations
03
02
01
Know how
to leapfrog
maturity levels
Know the
key steps
Know the
ultimate goal
Mapping the future-ready marketing journey
Becoming future-ready is possible for all marketing organizations. Here’s how to do it:
Copyright © 2021 Accenture. All rights reserved. 9
Intelligent Operations | Marketing Operations
Know the
ultimate
goal
01
Future-readiness require
a bold approach.
Intelligent Operations | Marketing Operations
Copyright © 2021 Accenture. All rights reserved. 10
01 Know the ultimate goal
Intelligent Operations | Marketing Operations
Assessing and
aligning technology
Is their marketing technology
ecosystem working hard
enough and achieving the
right outcomes?
Training marketers
Are they upskilling
employees to run
smarter marketing
operations?
Managing data
Are they making the most
of their data and analytics
capabilities?
Marketing leaders should imagine what a future-ready state looks
like and ask tough questions about how to get there. That includes:
Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 11
02 Know the key steps
Intelligent Operations | Marketing Operations
Accenture worked with a global software
leader to set up an integrated, end-to-end
analytics operating model consisting of data
scientists and insight generation specialists.
This team worked with the company to
develop advanced predictive models, drive
actionable recommendations and enable
marketers with self-serve campaign
performance reports.
The initiative increased the speed with which
they gained valuable insights by 80%,
enabling faster decisions and activations.
Copyright © 2021 Accenture. All rights reserved. 12
Intelligent Operations | Marketing Operations
Create data-driven agility
Intelligent Operations | Marketing Operations
Know the
key steps
02
Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 13
Of marketers report
widespread or full-scale data
use in their organizations—
some 2.5 times more than
three years ago
Copyright © 2021 Accenture. All rights reserved. 13
Marketers should:
• establish a framework that allows them to govern
their data assets
• work with all third-party data providers and partners
to ensure real-time access and control over their data
• be empowered to deploy predictive analytics at pace
to fuel business growth
78%
02 Know the key steps
Successful marketing activations
require scaled data that is, actionable
and quickly accessible.
Intelligent Operations | Marketing Operations
02 Know the key steps
Elevate talent with the
right digital innovation
Too often, marketers must tackle
low-value exercises – time that
would be better used for content
creation, experience design and
other more strategic activities.
Automation can help.
20%
77%
96%
3 years ago Today 3 years in the future
94%
17%
67%
Marketing Leaders
All Leaders
Percent of organizations widespread or full-scale automation usage from 3 years ago to 3 years in the future
Intelligent Operations | Marketing Operations
Of marketers predict that
business-technology
collaboration will occur at
scale three years from now.
Customers are accustomed to an increasingly
omnichannel world, but they expect a consistent,
satisfying experience from all brands regardless of
which platform they're using.
Delivering an exceptional customer experience today
requires breaking down barriers across functions,
from the front office to the back office. It means
aligning KPIs to ensure consistency in the customer
experience approach.
60%
Collaborate across business and
technology functions.
02 Know the key steps
Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 16
02 Know the key steps
Intelligent Operations | Marketing Operations
A global energy giant partnered with Accenture
to work across company functions to assemble
a unified view of the customer experience.
This effort empowered a new, customer-led
marketing approach, enabling the business to
scale across new territories and audiences while
building deeper relationships with loyalty
customers.
As a result, customer's online engagement
surged, with a 160% spike in time spent on the
company's digital channels, while overall
engagement with the brand rose 58%.
Copyright © 2021 Accenture. All rights reserved. 17
Intelligent Operations | Marketing Operations
Know how
to leapfrog
maturity levels
03
Intelligent Operations | Marketing Operations
Position marketing to
leapfrog maturity levels
Copyright © 2021 Accenture. All rights reserved. 18
03 Know how to leapfrog maturity levels
Intelligent Operations | Marketing Operations
Of marketing leaders
rank ecosystem
partnerships as a
top-3 business goal.
Building, scaling and successfully managing
ecosystem relationships can help marketers leapfrog
maturity levels and reach future-readiness faster.
42%
Focus on ecosystem relationships
Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 19
03 Know how to leapfrog maturity levels
Intelligent Operations | Marketing Operations
A global cosmetics giant sought to drive a deeper
understanding of customers and transcend its status quo:
Because the company did not sell products directly to
customers, marketers struggled with limited insights on
customer preferences and behavior.
With Accenture's help, the business partnered with a
technology company and a department store that sold
cosmetics. This empowered the business to gather once-
inaccessible customer intelligence and then leverage that
intelligence with data-driven customer engagement
strategies.
Thanks to this new, targeted marketing approach, the
company experienced a 25% increase in customer
engagement and a 10% increase in revenue per
customer purchase.
Copyright © 2021 Accenture. All rights reserved. 20
Intelligent Operations | Marketing Operations
Of executives across
functions report that their
organizations' business and
technology strategies are
becoming inseparable.
83%
Invest in strategy
Leapfrogging to a future-ready state requires
developing an overarching strategy, including one
that accounts for capabilities critical for growth.
Fortunately, marketing executives and executives
across the board increasingly understand the
importance of cohesive strategies.
03 Know how to leapfrog maturity levels
Intelligent Operations | Marketing Operations
On average, organizations one maturity
level higher between 2017 and 2020 were:
7.6% 2.3pp
More efficient (lower
operating expenses
per dollar of revenue)
More profitable (EBITDA1
as percentage of
revenues)2
1 Earnings before interest, taxes, depreciation, and amortization
2 Based on Standard and Poor’s Capital IQ 2019 financial data
Source: Accenture Research and Oxford Economics Intelligent Operations Survey, 2020
The marketing function can only be as
successful as its operational maturity,
and the same goes for the enterprise
as a whole.
03 Know how to leapfrog maturity levels
Copyright © 2021 Accenture. All rights reserved. 21
Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 22
Learn more at: accenture.com/
Think Scale Put Enhance Foster Build
big and
go beyond
incremental
change
automation
and analytics,
AI and
integrated
solutions
with leading
practices
a cloud
infrastructure
at the heart
the value
of data with
technologies
that deliver
better insights
faster
a human +
machine,
specialized
workforce
complementary
third-party
and ecosystem
relationships
Now is the time to make your move to intelligent operations. Here’s how:
Intelligent Operations | Marketing Operations
Intelligent Operations | Marketing Operations
Appendix
Four levels of operations maturity:
Predictive
Concentrate mostly
on core process
improvements and on
improving quality and
compliance controls.
Stable
Future-ready
Efficient
More productive, they
incorporate tested
methods, such as Lean
Six Sigma and process
standardization and
deploy automation
technologies.
Focus on how automation
can support and augment
human ingenuity. They
deploy technologies and
leading practices with
that goal in mind.
See increased efficiency
and profitability, improved
stakeholder experiences and
better business outcomes.
They are more agile and
resilient than others.
DISCLAIMER: This document is intended for general informational purposes only and does not take into account the
reader’s specific circumstances, and may not reflect the most current developments. Accenture disclaims, to the
fullest extent permitted by applicable law, any and all liability for the accuracy and completeness of the information
in this presentation and for any acts or omissions made based on such information. Accenture does not provide
legal, regulatory, audit, or tax advice. Readers are responsible for obtaining such advice from their own legal counsel
or other licensed professionals.
About Accenture
Accenture is a global professional
services company with leading
capabilities in digital, cloud and security.
Combining unmatched experience and
specialized skills across more than 40
industries, we offer Strategy and
Consulting, Interactive, Technology
and Operations services—all powered by
the world’s largest network of Advanced
Technology and Intelligent Operations
centers. Our 537,000 people deliver on
the promise of technology and human
ingenuity every day, serving clients in
more than 120 countries. We embrace
the power of change to create value and
shared success for our clients, people,
shareholders, partners and communities.
Visit us at www.accenture.com
About Accenture Research
Accenture Research shapes trends and
creates data-driven insights about the
most pressing issues global organizations
face. Combining the power of innovative
research techniques with a deep
understanding of our clients’ industries,
our team of 300 researchers and analysts
spans 20 countries and publishes
hundreds of reports, articles and points of
view every year. Our thought-provoking
research—supported by proprietary data
and partnerships with leading
organizations such as MIT and Harvard—
guides our innovations and allows us to
transform theories and fresh ideas into
real-world solutions for our clients. Visit
us at www.accenture.com/research
About Oxford Economics
Oxford Economics is a leader in global
forecasting and quantitative analysis.
Our worldwide client base comprises
more than 1,500 international
corporations, financial institutions,
government organizations, and
universities. Headquartered in Oxford,
with offices around the world, we employ
400 staff, including 250 economists and
analysts.
Our best-in-class global economic and
industry models and analytical tools give
us an unmatched ability to forecast
external market trends and assess their
economic, social and business impact.
Copyright © 2021 Accenture.
All rights reserved.
Accenture and its logo are
registered trademarks of Accenture.

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Intelligent Marketing Operations | SlideShare | Accenture

  • 1. From insights to action, the path to extraordinary value starts here. Elevate every decision with intelligent marketing operations Fast-track to future-ready performance
  • 2. Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 2 Marketers today are expected to deliver the right customer experiences at the right time with every interaction. To achieve this, marketing organizations must become future-ready. The marketing dynamic is more complex than ever. Intelligent Operations | Marketing Operations
  • 3. Intelligent Operations | Marketing Operations Deploy the ultimate marketing machine Intelligent Operations | Marketing Operations The marketing function can only be as successful as its operational maturity. When marketers reach a future-ready state, they: • Are empowered to identify customers across multiple platforms and channels • Align their messaging, creative collateral, execution and brand consistency at speed In doing so, they’ve designed and deployed the ultimate “marketing machine”–they are future-ready. The journey begins here and now.
  • 4. Intelligent Operations | Marketing Operations Our research and experience reveals there are four levels of maturity: Of all respondents identified marketing as a top focus for operating model transformation. 33% Future-ready organizations need a future-ready marketing function Copyright © 2021 Accenture. All rights reserved. 4 Every organization should focus on being future-ready. The select few organizations already in this tier are more efficient and more profitable. But future-readiness in the marketing function is, in itself, a goal worth striving toward. Predictive Stable Future-ready Efficient
  • 5. Intelligent Operations | Marketing Operations Advantages of being future-ready 1 Future-ready organizations exhibited 6.4 pp higher profitability and 13.1 percent greater efficiency, on average Source: Accenture Research and Oxford Economics Intelligent Operations Survey, 2020 Other future-ready benefits: improved talent mix, reskilling, customer experiences and ecosystem relationships 2.8x 1.7x higher efficiency levels for future-ready organizations.1 boost in corporate profitability for future-ready organizations.1 More profitable More efficient It takes work, but it’s worth it: Superior outcomes are a direct result of becoming— and remaining—future-ready. Intelligent Operations | Marketing Operations
  • 6. Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 6 Of all Marketing leaders expect to be future-ready by 2023. Copyright © 2021 Accenture. All rights reserved. 6 They: • Harness the power of AI and automation to free marketing talent for strategic activities • Leverage data and analytics to provide targeted, personalized content • Address all stages of the customer lifecycle, providing an end-to-end experience to drive loyalty 38% What do future-ready marketing organizations look like?
  • 7. Intelligent Operations | Marketing Operations Marketing teams are well-positioned to achieve operations maturity In all eight keys to operational maturity, marketing leaders rate their organization ahead of overall figures. 72% 71% 71% 71% 63% 63% 61% 55% 58% 57% 63% 54% 66% 65% 66% 62%
  • 8. Intelligent Operations | Marketing Operations 03 02 01 Know how to leapfrog maturity levels Know the key steps Know the ultimate goal Mapping the future-ready marketing journey Becoming future-ready is possible for all marketing organizations. Here’s how to do it:
  • 9. Copyright © 2021 Accenture. All rights reserved. 9 Intelligent Operations | Marketing Operations Know the ultimate goal 01 Future-readiness require a bold approach. Intelligent Operations | Marketing Operations
  • 10. Copyright © 2021 Accenture. All rights reserved. 10 01 Know the ultimate goal Intelligent Operations | Marketing Operations Assessing and aligning technology Is their marketing technology ecosystem working hard enough and achieving the right outcomes? Training marketers Are they upskilling employees to run smarter marketing operations? Managing data Are they making the most of their data and analytics capabilities? Marketing leaders should imagine what a future-ready state looks like and ask tough questions about how to get there. That includes:
  • 11. Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 11 02 Know the key steps Intelligent Operations | Marketing Operations Accenture worked with a global software leader to set up an integrated, end-to-end analytics operating model consisting of data scientists and insight generation specialists. This team worked with the company to develop advanced predictive models, drive actionable recommendations and enable marketers with self-serve campaign performance reports. The initiative increased the speed with which they gained valuable insights by 80%, enabling faster decisions and activations.
  • 12. Copyright © 2021 Accenture. All rights reserved. 12 Intelligent Operations | Marketing Operations Create data-driven agility Intelligent Operations | Marketing Operations Know the key steps 02
  • 13. Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 13 Of marketers report widespread or full-scale data use in their organizations— some 2.5 times more than three years ago Copyright © 2021 Accenture. All rights reserved. 13 Marketers should: • establish a framework that allows them to govern their data assets • work with all third-party data providers and partners to ensure real-time access and control over their data • be empowered to deploy predictive analytics at pace to fuel business growth 78% 02 Know the key steps Successful marketing activations require scaled data that is, actionable and quickly accessible.
  • 14. Intelligent Operations | Marketing Operations 02 Know the key steps Elevate talent with the right digital innovation Too often, marketers must tackle low-value exercises – time that would be better used for content creation, experience design and other more strategic activities. Automation can help. 20% 77% 96% 3 years ago Today 3 years in the future 94% 17% 67% Marketing Leaders All Leaders Percent of organizations widespread or full-scale automation usage from 3 years ago to 3 years in the future
  • 15. Intelligent Operations | Marketing Operations Of marketers predict that business-technology collaboration will occur at scale three years from now. Customers are accustomed to an increasingly omnichannel world, but they expect a consistent, satisfying experience from all brands regardless of which platform they're using. Delivering an exceptional customer experience today requires breaking down barriers across functions, from the front office to the back office. It means aligning KPIs to ensure consistency in the customer experience approach. 60% Collaborate across business and technology functions. 02 Know the key steps
  • 16. Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 16 02 Know the key steps Intelligent Operations | Marketing Operations A global energy giant partnered with Accenture to work across company functions to assemble a unified view of the customer experience. This effort empowered a new, customer-led marketing approach, enabling the business to scale across new territories and audiences while building deeper relationships with loyalty customers. As a result, customer's online engagement surged, with a 160% spike in time spent on the company's digital channels, while overall engagement with the brand rose 58%.
  • 17. Copyright © 2021 Accenture. All rights reserved. 17 Intelligent Operations | Marketing Operations Know how to leapfrog maturity levels 03 Intelligent Operations | Marketing Operations Position marketing to leapfrog maturity levels
  • 18. Copyright © 2021 Accenture. All rights reserved. 18 03 Know how to leapfrog maturity levels Intelligent Operations | Marketing Operations Of marketing leaders rank ecosystem partnerships as a top-3 business goal. Building, scaling and successfully managing ecosystem relationships can help marketers leapfrog maturity levels and reach future-readiness faster. 42% Focus on ecosystem relationships
  • 19. Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 19 03 Know how to leapfrog maturity levels Intelligent Operations | Marketing Operations A global cosmetics giant sought to drive a deeper understanding of customers and transcend its status quo: Because the company did not sell products directly to customers, marketers struggled with limited insights on customer preferences and behavior. With Accenture's help, the business partnered with a technology company and a department store that sold cosmetics. This empowered the business to gather once- inaccessible customer intelligence and then leverage that intelligence with data-driven customer engagement strategies. Thanks to this new, targeted marketing approach, the company experienced a 25% increase in customer engagement and a 10% increase in revenue per customer purchase.
  • 20. Copyright © 2021 Accenture. All rights reserved. 20 Intelligent Operations | Marketing Operations Of executives across functions report that their organizations' business and technology strategies are becoming inseparable. 83% Invest in strategy Leapfrogging to a future-ready state requires developing an overarching strategy, including one that accounts for capabilities critical for growth. Fortunately, marketing executives and executives across the board increasingly understand the importance of cohesive strategies. 03 Know how to leapfrog maturity levels
  • 21. Intelligent Operations | Marketing Operations On average, organizations one maturity level higher between 2017 and 2020 were: 7.6% 2.3pp More efficient (lower operating expenses per dollar of revenue) More profitable (EBITDA1 as percentage of revenues)2 1 Earnings before interest, taxes, depreciation, and amortization 2 Based on Standard and Poor’s Capital IQ 2019 financial data Source: Accenture Research and Oxford Economics Intelligent Operations Survey, 2020 The marketing function can only be as successful as its operational maturity, and the same goes for the enterprise as a whole. 03 Know how to leapfrog maturity levels Copyright © 2021 Accenture. All rights reserved. 21
  • 22. Intelligent Operations | Marketing Operations Copyright © 2021 Accenture. All rights reserved. 22 Learn more at: accenture.com/ Think Scale Put Enhance Foster Build big and go beyond incremental change automation and analytics, AI and integrated solutions with leading practices a cloud infrastructure at the heart the value of data with technologies that deliver better insights faster a human + machine, specialized workforce complementary third-party and ecosystem relationships Now is the time to make your move to intelligent operations. Here’s how: Intelligent Operations | Marketing Operations
  • 23. Intelligent Operations | Marketing Operations Appendix Four levels of operations maturity: Predictive Concentrate mostly on core process improvements and on improving quality and compliance controls. Stable Future-ready Efficient More productive, they incorporate tested methods, such as Lean Six Sigma and process standardization and deploy automation technologies. Focus on how automation can support and augment human ingenuity. They deploy technologies and leading practices with that goal in mind. See increased efficiency and profitability, improved stakeholder experiences and better business outcomes. They are more agile and resilient than others.
  • 24. DISCLAIMER: This document is intended for general informational purposes only and does not take into account the reader’s specific circumstances, and may not reflect the most current developments. Accenture disclaims, to the fullest extent permitted by applicable law, any and all liability for the accuracy and completeness of the information in this presentation and for any acts or omissions made based on such information. Accenture does not provide legal, regulatory, audit, or tax advice. Readers are responsible for obtaining such advice from their own legal counsel or other licensed professionals. About Accenture Accenture is a global professional services company with leading capabilities in digital, cloud and security. Combining unmatched experience and specialized skills across more than 40 industries, we offer Strategy and Consulting, Interactive, Technology and Operations services—all powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. Our 537,000 people deliver on the promise of technology and human ingenuity every day, serving clients in more than 120 countries. We embrace the power of change to create value and shared success for our clients, people, shareholders, partners and communities. Visit us at www.accenture.com About Accenture Research Accenture Research shapes trends and creates data-driven insights about the most pressing issues global organizations face. Combining the power of innovative research techniques with a deep understanding of our clients’ industries, our team of 300 researchers and analysts spans 20 countries and publishes hundreds of reports, articles and points of view every year. Our thought-provoking research—supported by proprietary data and partnerships with leading organizations such as MIT and Harvard— guides our innovations and allows us to transform theories and fresh ideas into real-world solutions for our clients. Visit us at www.accenture.com/research About Oxford Economics Oxford Economics is a leader in global forecasting and quantitative analysis. Our worldwide client base comprises more than 1,500 international corporations, financial institutions, government organizations, and universities. Headquartered in Oxford, with offices around the world, we employ 400 staff, including 250 economists and analysts. Our best-in-class global economic and industry models and analytical tools give us an unmatched ability to forecast external market trends and assess their economic, social and business impact. Copyright © 2021 Accenture. All rights reserved. Accenture and its logo are registered trademarks of Accenture.