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Marketing Operations ROI: It’s
Simpler . . . And Way Harder Than
You Think
Center your business on customers as the key to growth: accountability, alignment & agility
About Your Guide: Gary M. Katz
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• Founder and Chief Strategy Officer of Marketing
Operations Partners
• First ready-to-go COO and change management
team for the marketing department
• Chairman of Marketing Operations Future Forum
• 20+ years experience leading corporate marketing,
marcom, PR, IR, demand gen & change
management
• Certified Strategic Planning Process Facilitator (ICA)
• Noted educator, author, speaker and leader in
Marketing Operations field
• MS in Organization Development, BA in Public
Relations
» Why is Measuring Marketing ROI so Freaking Difficult?
» Marketing Operations Maturity
• What it takes to get to Meaningful ROI
» Exercise: Measuring ROI – What’s Behind the Numbers
• Marketing Operations Mini Self-Assessment
» What is Marketing Operations 2.0?
• 1.0 vs. 2.0: What’s the difference?
• Six top marketing challenges and how MO tackles them
From a Marketing ROI Fantasy to a
Marketing Operations Mindset
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• Number reporting the use of ROI and profitability
metrics has remained steady since 2008
• Organizational pressure from senior
management is quite high
• Firms using ROI are more likely to report
expecting greater growth than competitors
• Firms reporting that they calculate ROI are 3
times more likely to report marketing as “highly
effective and efficient”
Key Findings – 2009 Marketing ROI and Measurements Study
Source: 2009 Lenskold Group / MarketSphere Marketing ROI and
Measurements Study Available at www.lenskold.com.
Marketing ROI Tied to Effectiveness
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
But There`s a Lot More to ROI than a Number
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Why is Measuring ROI So Difficult?
Metrics, Metrics, Too Many Metrics …
 Revenue
 Profit
 Gross margin
 Market share
 Number of customers
 Stakeholder satisfaction
 Brand equity
 Distribution availability
External Measures
 Customer lifetime value
• Share of wallet
 Up-selling ÷ customers
 Cross-selling ÷ customers
 References ÷ customers
 Reference-driven new customers
 New customers ÷ average # of customers
 Lost customers ÷ avg # of customers
 Win-back customers ÷ avg # of customers
 % Dissatisfied, neutral, satisfied
 % customers who would rebuy
 % customers who would recommend brand
 % target market aware of brand
 % customers preferring brand
 Perceived quality vs. brand competitor
 % customers who know USP
Customer Management
 Awareness of goals
 Commitment to goals
 Resource adequacy
 Skill levels
 Freedom to fail
 Employee satisfaction
Internal Measures
Source: Used with permission: © 2008 ClearAction. All rights reserved.
Organizational
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
 Revenue ÷ sales calls
 Costs ÷ sales calls
 Daily calls ÷ salesperson
 Sales call time ÷ contacts
 Entertainment cost ÷ sales calls
 Orders per 100 sales calls
 New customers per period
 Lost customers per period
 Sales force cost ÷ total sales
Sales Force Efficiency
 Cost ÷ 1K buyers reached per vehicle
 % Audience who remember an ad
 Opinions on ad's content & effectiveness
 Before-ad & after-ad brand attitudes
 Inquiries stimulated by an ad
 Costs ÷ inquiries
 CTR = click-through-rate
 Effective frequency or reach
Advertising Efficiency
 Logistics costs ÷ revenue
 % Orders filled correctly
 % On-time delivery
 % Error-free invoices issued
Distribution Efficiency
 Logistics costs ÷ revenue
 % Orders filled correctly
 % On-time delivery
 % Error-free invoices issued
Sales Promotion Efficiency
Efficiency
Source: Used with permission: © 2008 ClearAction. All rights reserved.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
[Valuew/Investment] - [Valuew/o Investment]
÷ Investment = ROI
 Benefits ÷ costs
 Includes non-cash benefits & costs
Return on Investment
{ [% Brand's U.S. sales in a region] ÷
[% U.S. population in the region] }
x 100 = BDI
 BDI = Brand Development Index
{ [% Category's U.S. sales in a region] ÷
[% U.S. population in the region] }
x 100 = CDI
 CDI = Category Development Index
Sales Potential
[Penetrated market ÷ target market]
 Customers = penetrated market
 Potential market: product interest
 Available market: interest + capability
 Served market: available mkt niche
Market Share
 Frequency = [Exposures ÷ Reach]
 GRP = [Reach x Frequency]
 CPM = [Ad Cost] ÷ [Subscribers ÷ 1K]
 GRP = gross rating points
= exposures
= gross impressions
 CPM = cost per thousand exposures
Advertising Potential
Performance
Source: Used with permission: © 2008 ClearAction. All rights reserved.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• Program-to-people ratio =
•% program spend/ total Marketing spend
• Marketing productivity ratio =
•marketing program $/marketing employee
• Marketing budget ratio =
•% marketing budget/overall revenue
• Marketing investment change ratio =
•% increase or decrease YoY
Operational Efficiency
Functional
Source: Used with permission: © 2008 ClearAction. All rights reserved.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Used with permission ©2008 Alex Eldemir
Performance
Management
Cause &
Effect
Accountability
ROI
What are You Measuring and Why ?
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• Measurable data in 2000
Metric
Data
Fine granularity needed for better decisions
Metric
Data
• Measurable data now
Information Overload
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Source: Courtesy of Aprimo, 2007
GIGO Dashboards
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Product Mgmt Marcom
Lead GenSocial Media
PR
Channel MktgEvents
Web Alliances
Silos
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• 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
Misalignment with Enterprise Strategy?
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• 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
7 Deadly Sins, Letterman-Style
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• “I’ll just hire me one of them superstars”
• “If everyone just picks themselves up by their bootstraps (or works
smarter, etc)”
• “If we can just get some of that Marketing Automation, that will solve
our problems”
• “If we can’t quantify it, we shouldn’t do it”
• “I don’t care what it takes, just get it done”
• “We can’t spare a dime to invest in research”
• “We don’t have time to examine our own navels”
Myths Marketers (& Their Bosses) Gotta Stop Buying
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• Trusted Data and Actionable Insight
• A Clearly-Defined and Well-Aligned Strategy
• A Means to Mobilize People
• Processes to Manage the Chaos
• Metrics That Matter
• Technology to Aid Tracking, Measurement, Reporting
• In other words, a “Marketing Operations Mindset”
Behind the ROI
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
What is Marketing Operations 2.0?
Defining Marketing Operations 2.0
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.
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
Challenge:
Converting Insight into Value
Marketing Operations: Rising to the Challenge
Lack of confidence in
business intelligence
Benchmark Best
Practices
Validate
Market Demand
Assess
Insight/
Opportunity Gaps
Baseline What We
Know/What We
Don’t
Solution:
Converting Insight Into Value
MO Breeds
Actionable
Insight and
Innovation
Challenge:
Maximizing Customer Profitability
The Price of Acquiring
& Keeping a Customer
is Growing
Calculate Customer
Lifetime Value
Capture Customer
Decision Drivers
Win Back
At-Risk Customers
Mobilize to
Meet Customer
Expectations
Solution:
Maximizing Customer Profitability
MO Delivers
Customer
Experience
Challenge:
Delivering the Strategic Agenda
Every Strategy/Budget
Cycle
— a Free-for-All
Catalyze
Shared Vision
Ensure Message
Integrity
Live the
Brand
Socialize
Marketing Change
Solution:
Delivering the Strategic Agenda
MO Realizes
Strategy
Challenge:
Accelerating Selling/Buying Process
No or Slow Growth
Disappointing Revenue
Results
Integrate
Buying/Selling
Cycle
Feed Sales
Pipeline
Optimize Sales/
Marketing
Hand-offs
Leverage Loyalty
Assets
Solution:
Accelerating Selling/Buying Process
MO Aligns
Sales/Marketing
Effort
Challenge:
Scaling Marketing for Growth
Marketing in Reaction
Mode
Diagnose Marketing
Health
Architect Enabling
Shared Processes
Optimize Marketing
Investment
Develop Marketing
Competency
Solution:
Scaling Marketing for Growth
MO Mobilizes
Resources
“Much of what marketing can contribute right now is seen as less tangible
because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America
Challenge:
Demonstrating Return on Marketing
Marketing on
Defensive to Show
Contribution
Align
Marketing/Enterprise
Objectives
Track Individual and
Team Performance
Fine-tune Forecasting
thru Predictive
Analytics
Define and Track
Key Metrics via
Dashboards
Solution:
Demonstrating Return on Marketing
MO Enables
Accountability
Marketing Operations Maturity
What It Takes To Get To Meaningful ROI
Marketing Operations Best Practice Framework
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
A MOdel for Sustainable Success
» With Sales
» With Enterprise Metrics
> 20%
CAGR
’03-’07
Strong
Brand
Identity
Execution
Excellence
Process
Excellence
» Budgeting
» Brand Management
» Customer Management
» Planning
» Product Lifecycle Management
» Predictive Analytics for Revenue
» Budget Planning Processes
Alignment
OutcomesFocus
Profile of MO Best Practices
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
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.
The Roadmap to MO Maturity
Big Investment,
Heightened
Accountability
Dynamic
Competitive
Market
Need to Raise
Strategic
Game
Cross-functional
Alignment
Critical
Under
Media/
Regulatory
Scrutiny
M & A
Integration
Challenges
EXTERNAL DRIVERS VALUE DRIVERS MOBILIZATION DRIVERS
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
When Should You Invest in Marketing Ops?
Benefits of Mastering Marketing Ops
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Internal Transportation System: MO 2.0
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Highways, Roadways and Bridges . . .
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Means of Transportation
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Mechanics Tuning the Engine
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Driver`s Ed, Training & Licensing
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Driver`s Handbook
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Traffic Controls & Signals
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Navigational System
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Roadmap
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Alignment Specialist
Source: ©2006 VisionEdge Marketing
More Meaningful Metrics
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
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)
© 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
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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Marketing Operations ROI: It`s Simpler and Way Harder Than You Think

  • 1. Marketing Operations ROI: It’s Simpler . . . And Way Harder Than You Think Center your business on customers as the key to growth: accountability, alignment & agility
  • 2. About Your Guide: Gary M. Katz © 2012 Marketing Operations Partners, Inc. All Rights Reserved. • Founder and Chief Strategy Officer of Marketing Operations Partners • First ready-to-go COO and change management team for the marketing department • Chairman of Marketing Operations Future Forum • 20+ years experience leading corporate marketing, marcom, PR, IR, demand gen & change management • Certified Strategic Planning Process Facilitator (ICA) • Noted educator, author, speaker and leader in Marketing Operations field • MS in Organization Development, BA in Public Relations
  • 3. » Why is Measuring Marketing ROI so Freaking Difficult? » Marketing Operations Maturity • What it takes to get to Meaningful ROI » Exercise: Measuring ROI – What’s Behind the Numbers • Marketing Operations Mini Self-Assessment » What is Marketing Operations 2.0? • 1.0 vs. 2.0: What’s the difference? • Six top marketing challenges and how MO tackles them From a Marketing ROI Fantasy to a Marketing Operations Mindset © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 4. • Number reporting the use of ROI and profitability metrics has remained steady since 2008 • Organizational pressure from senior management is quite high • Firms using ROI are more likely to report expecting greater growth than competitors • Firms reporting that they calculate ROI are 3 times more likely to report marketing as “highly effective and efficient” Key Findings – 2009 Marketing ROI and Measurements Study Source: 2009 Lenskold Group / MarketSphere Marketing ROI and Measurements Study Available at www.lenskold.com. Marketing ROI Tied to Effectiveness © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 5. But There`s a Lot More to ROI than a Number © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 6. Why is Measuring ROI So Difficult? Metrics, Metrics, Too Many Metrics …
  • 7.  Revenue  Profit  Gross margin  Market share  Number of customers  Stakeholder satisfaction  Brand equity  Distribution availability External Measures  Customer lifetime value • Share of wallet  Up-selling ÷ customers  Cross-selling ÷ customers  References ÷ customers  Reference-driven new customers  New customers ÷ average # of customers  Lost customers ÷ avg # of customers  Win-back customers ÷ avg # of customers  % Dissatisfied, neutral, satisfied  % customers who would rebuy  % customers who would recommend brand  % target market aware of brand  % customers preferring brand  Perceived quality vs. brand competitor  % customers who know USP Customer Management  Awareness of goals  Commitment to goals  Resource adequacy  Skill levels  Freedom to fail  Employee satisfaction Internal Measures Source: Used with permission: © 2008 ClearAction. All rights reserved. Organizational © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 8.  Revenue ÷ sales calls  Costs ÷ sales calls  Daily calls ÷ salesperson  Sales call time ÷ contacts  Entertainment cost ÷ sales calls  Orders per 100 sales calls  New customers per period  Lost customers per period  Sales force cost ÷ total sales Sales Force Efficiency  Cost ÷ 1K buyers reached per vehicle  % Audience who remember an ad  Opinions on ad's content & effectiveness  Before-ad & after-ad brand attitudes  Inquiries stimulated by an ad  Costs ÷ inquiries  CTR = click-through-rate  Effective frequency or reach Advertising Efficiency  Logistics costs ÷ revenue  % Orders filled correctly  % On-time delivery  % Error-free invoices issued Distribution Efficiency  Logistics costs ÷ revenue  % Orders filled correctly  % On-time delivery  % Error-free invoices issued Sales Promotion Efficiency Efficiency Source: Used with permission: © 2008 ClearAction. All rights reserved. © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 9. [Valuew/Investment] - [Valuew/o Investment] ÷ Investment = ROI  Benefits ÷ costs  Includes non-cash benefits & costs Return on Investment { [% Brand's U.S. sales in a region] ÷ [% U.S. population in the region] } x 100 = BDI  BDI = Brand Development Index { [% Category's U.S. sales in a region] ÷ [% U.S. population in the region] } x 100 = CDI  CDI = Category Development Index Sales Potential [Penetrated market ÷ target market]  Customers = penetrated market  Potential market: product interest  Available market: interest + capability  Served market: available mkt niche Market Share  Frequency = [Exposures ÷ Reach]  GRP = [Reach x Frequency]  CPM = [Ad Cost] ÷ [Subscribers ÷ 1K]  GRP = gross rating points = exposures = gross impressions  CPM = cost per thousand exposures Advertising Potential Performance Source: Used with permission: © 2008 ClearAction. All rights reserved. © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 10. • Program-to-people ratio = •% program spend/ total Marketing spend • Marketing productivity ratio = •marketing program $/marketing employee • Marketing budget ratio = •% marketing budget/overall revenue • Marketing investment change ratio = •% increase or decrease YoY Operational Efficiency Functional Source: Used with permission: © 2008 ClearAction. All rights reserved. © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 11. Used with permission ©2008 Alex Eldemir Performance Management Cause & Effect Accountability ROI What are You Measuring and Why ? © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 12. • Measurable data in 2000 Metric Data Fine granularity needed for better decisions Metric Data • Measurable data now Information Overload © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 13. Source: Courtesy of Aprimo, 2007 GIGO Dashboards © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 14. Product Mgmt Marcom Lead GenSocial Media PR Channel MktgEvents Web Alliances Silos © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 15. • 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 Misalignment with Enterprise Strategy? © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 16. • 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 7 Deadly Sins, Letterman-Style © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 17. • “I’ll just hire me one of them superstars” • “If everyone just picks themselves up by their bootstraps (or works smarter, etc)” • “If we can just get some of that Marketing Automation, that will solve our problems” • “If we can’t quantify it, we shouldn’t do it” • “I don’t care what it takes, just get it done” • “We can’t spare a dime to invest in research” • “We don’t have time to examine our own navels” Myths Marketers (& Their Bosses) Gotta Stop Buying © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 18. • Trusted Data and Actionable Insight • A Clearly-Defined and Well-Aligned Strategy • A Means to Mobilize People • Processes to Manage the Chaos • Metrics That Matter • Technology to Aid Tracking, Measurement, Reporting • In other words, a “Marketing Operations Mindset” Behind the ROI © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 19. What is Marketing Operations 2.0?
  • 20. Defining Marketing Operations 2.0 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.
  • 21. 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
  • 22. Challenge: Converting Insight into Value Marketing Operations: Rising to the Challenge Lack of confidence in business intelligence
  • 23. Benchmark Best Practices Validate Market Demand Assess Insight/ Opportunity Gaps Baseline What We Know/What We Don’t Solution: Converting Insight Into Value MO Breeds Actionable Insight and Innovation
  • 24. Challenge: Maximizing Customer Profitability The Price of Acquiring & Keeping a Customer is Growing
  • 25. Calculate Customer Lifetime Value Capture Customer Decision Drivers Win Back At-Risk Customers Mobilize to Meet Customer Expectations Solution: Maximizing Customer Profitability MO Delivers Customer Experience
  • 26. Challenge: Delivering the Strategic Agenda Every Strategy/Budget Cycle — a Free-for-All
  • 27. Catalyze Shared Vision Ensure Message Integrity Live the Brand Socialize Marketing Change Solution: Delivering the Strategic Agenda MO Realizes Strategy
  • 28. Challenge: Accelerating Selling/Buying Process No or Slow Growth Disappointing Revenue Results
  • 29. Integrate Buying/Selling Cycle Feed Sales Pipeline Optimize Sales/ Marketing Hand-offs Leverage Loyalty Assets Solution: Accelerating Selling/Buying Process MO Aligns Sales/Marketing Effort
  • 30. Challenge: Scaling Marketing for Growth Marketing in Reaction Mode
  • 31. Diagnose Marketing Health Architect Enabling Shared Processes Optimize Marketing Investment Develop Marketing Competency Solution: Scaling Marketing for Growth MO Mobilizes Resources
  • 32. “Much of what marketing can contribute right now is seen as less tangible because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America Challenge: Demonstrating Return on Marketing Marketing on Defensive to Show Contribution
  • 33. Align Marketing/Enterprise Objectives Track Individual and Team Performance Fine-tune Forecasting thru Predictive Analytics Define and Track Key Metrics via Dashboards Solution: Demonstrating Return on Marketing MO Enables Accountability
  • 34. Marketing Operations Maturity What It Takes To Get To Meaningful ROI
  • 35. Marketing Operations Best Practice Framework MetricsProcessGuidance Infrastructure Management Technology Strategy Ecosystem Alignment © 2012 Marketing Operations Partners, Inc. All Rights Reserved. A MOdel for Sustainable Success
  • 36. » With Sales » With Enterprise Metrics > 20% CAGR ’03-’07 Strong Brand Identity Execution Excellence Process Excellence » Budgeting » Brand Management » Customer Management » Planning » Product Lifecycle Management » Predictive Analytics for Revenue » Budget Planning Processes Alignment OutcomesFocus Profile of MO Best Practices © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 37. 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. The Roadmap to MO Maturity
  • 38. Big Investment, Heightened Accountability Dynamic Competitive Market Need to Raise Strategic Game Cross-functional Alignment Critical Under Media/ Regulatory Scrutiny M & A Integration Challenges EXTERNAL DRIVERS VALUE DRIVERS MOBILIZATION DRIVERS © 2012 Marketing Operations Partners, Inc. All Rights Reserved. When Should You Invest in Marketing Ops?
  • 39. Benefits of Mastering Marketing Ops
  • 40. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Internal Transportation System: MO 2.0
  • 41. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Highways, Roadways and Bridges . . .
  • 42. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Means of Transportation
  • 43. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Mechanics Tuning the Engine
  • 44. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Driver`s Ed, Training & Licensing
  • 45. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Driver`s Handbook
  • 46. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Traffic Controls & Signals
  • 47. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Navigational System
  • 48. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Roadmap
  • 49. © 2012 Marketing Operations Partners, Inc. All Rights Reserved. Alignment Specialist
  • 50. Source: ©2006 VisionEdge Marketing More Meaningful Metrics © 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 51. 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)
  • 52. © 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
  • 53. 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