SlideShare a Scribd company logo
Marketing Operations 2.0: MObilizing Marketing for a Web 2.0 World

                                By Gary M. Katz

Web 2.0 has transformed how most organizations do marketing from the outside
in. It provides us with:

   •   New channels and tools to more efficiently reach our audience
   •   A collaborative platform to engage and dialogue with customers and other
       stakeholders
   •   A greater focus on organizational integrity and transparency (often due to
       external scrutiny)

Marketing Operations (MO) is the yin to Web 2.0ʼs yang.

It provides:

   •   New initiatives and tools to strengthen operational muscle and agility
   •   A holistic framework to mobilize cross-functional alignment and
       accountability behind Marketing strategy
   •   A greater emphasis on organizational integrity and transparency (ideally
       due to a proactive desire to align external messaging with performance,
       before the organization is scrutinized)

While Web 2.0 provides the state-of-the-art external transportation system (the
latest version of the Information Superhighway), MO provides the internal
transportation system and supporting infrastructure. This includes:

   •   The entire vehicle – including the engine and other subsystems (the
       means of transportation)
   •   The highways, roadways and bridges (the integration elements)
   •   The traffic controls, signals, rules of the road, law enforcement
       (marketing/brand governance)
   •   Mechanics equipped with testing, calibration and alignment tools to
       maximize the vehicleʼs performance (optimization)
   •   Driverʼs education and training (competency development)
   •   The roadmaps and navigation resources to get from here to there
       (strategic direction/shared vision)

You get the picture.

No surprisingly, savvy executives are embracing MO because they see how it
can help them (the navigators) and their program managers (the drivers) to plot
the optimal course to reach their destinations in the new world of Web 2.0.
Defining Marketing Operations

As a relatively new discipline, itʼs important to have a common understanding of
what we mean by Marketing Operations. Hereʼs my companyʼs definition:

Marketing Operations is a comprehensive, end-to-end operational discipline
that leverages processes, technology, guidance and metrics to run the
Marketing function as a profit/value center, growth driver, change catalyst
and fully-accountable business.

MO reinforces Marketing strategy and execution with a scalable and
sustainable enabling infrastructure. In addition, MO seeks to nurture a
collaborative, well-aligned ecosystem, both within and outside the Marketing
department, to drive achievement of enterprise strategic objectives.




A key vision for Marketing Operations is to help transform the Marketing function
from a service organization (think marcom shop or tactical vehicle) to a vital
strategic partner to the CEO and the rest of the executive team.

To accomplish this lofty objective, MO needs to help Marketing substantially raise
its game. Hereʼs how:

   •   Convert insight to value
   •   Accelerate the Sales and Buying process
   •   Scale the Marketing function for growth
   •   Deliver the enterprise strategic agenda
   •   Maximize customer profitability
   •   Demonstrate measurable Return on Marketing
Convert Insight to Value

Many companies are guilty of under-investing in their marketing intelligence.
Even those organizations that invest heavily may lack confidence in the integrity
of the data or data source. Knowledge gaps are prevalent, as insight tends to
stay in the field. Disagreement over how to interpret a “fact” is the norm. Often,
because executives donʼt hold one another accountable to explain the
assumptions underlying their thinking processes, the modus operandi is “gut feel”
and seat-of-the pants decision-making. Power and authority tends to rule the day,
not necessarily the best business case.

MO uses tools such as gap analysis, win-loss analysis, SWOT analysis,
competitive and industry benchmarking, surveys and customer advisory boards
to document key lessons, anticipate market/customer shifts, benchmark against
best practices, better understand where customers are in the buying cycle and
create innovative, customer-driven products and services. We need to be more
than a data aggregator. We need to be a key center of business intelligence for
our enterprises – an integral resource to empower them to make the best
decisions possible, to become learning organizations.


                    Accelerate the Sales and Buying Process

Marketing is typically vested with generating sales leads, but often is seen as
guilty of providing Sales with unqualified leads. The result, according to Sirius
Decisions, is that only 20% of the ”leads” from lead generation programs are
followed-up by Sales, 70% of which are disqualified. Shockingly, 80% of those
“disqualified” leads buy anyway, within 24 months – from the company, or worse,
a competitor.

A key role of MO is to ensure that the campaigns and sales tools Marketing
develops are geared toward enabling Sales to help its customers to buy. We
must actively work to align the prospecting, selling and buying processes. We
need to take ownership of lead nurturing – proactively identifying and addressing
the “low touch” prospects that are not ready to buy today and need to be nurtured
through the sales funnel. Tools such as lead scoring methodologies and
automated permission-based lead nurturing systems and processes enable
Sales to focus on “high-touch,” ready-to-buy qualified leads. We can also apply
this same nurturing strategy to the customer reference challenge. We can build a
pipeline of qualified customer references that support both Sales and Marketing
requirements and ensure that our customer reference assets are a renewable
resource. By providing this type of value, MO can help the Marketing-Sales
brotherhood become a true partnership, rather than an antagonistic relationship.
Scale the Marketing Function for Growth

As companies grow, they tend to become increasingly complex, and,
correspondingly, inefficient. This tends to lead to poor resource utilization, siloed
thinking, duplication of efforts, ineffective knowledge transfer and a variety of
other ills.

MO must tackle this challenge by conducting regular ʻhealth checks” to determine
investment leverage areas, uncover inefficiencies and define a prescriptive or
“shared vision” (depending on the need) roadmap for change. It is incumbent on
us to take responsibility to manage what seems like “unmanageable complexity,”
using all the tools at our disposal as appropriate: charter definition, roles and
responsibilities clarification, rules of engagement, process mapping and design,
business cases, best practices documentation, knowledge management, centers
of excellence and, of course, marketing automation. Iʼve listed marketing
automation last on purpose. Most companies lead their Marketing Operations
efforts with marketing automation (CRM, campaign management, Marketing
Resource Management, dashboards). The tough lesson learned is that
technology is a means, not an end in itself, and that the most successful
marketing automation deployments are holistic in nature. They are specified and
built from a comprehensive understanding of the enterpriseʼs knowledge, its
cross-functional processes, its culture and its business objectives. Itʼs our job to
ensure that marketing automation investments are embraced and utilized –
through executive-level sponsorship, education, socialization and enlisting
stakeholder champions and data stewards.

                   Delivering the Enterprise Strategic Agenda:

Marketing has a significant opportunity to play a more influential role at the
enterprise strategy table. In order to do so, we need to align our priorities with
the enterprise strategic agenda.

Through methodologies such as messaging alignment, building shared purpose
and vision, and marketing governance aimed at helping the organization “live the
brand,” we can play a vital role in linking strategy to execution. Perhaps most
importantly, through education and socialization to achieve buy-in for new
Marketing initiatives, we can catalyze change both in- and outside Marketing to
overcome employee ambivalence, confusion, resistance and passive-aggressive
behavior that can be unintentionally or consciously transferred to customers,
partners, press, analysts and other target audiences. In short, MO can raise the
stature of Marketing from a perceived cost center and a resource drain to a
valued strategic partner.
Maximizing Customer Profitability

Thanks to the level playing field the new Internet provides, customers are
becoming more sophisticated than ever. As a result, itʼs continually more
expensive to entice new customers in the midst of exponential fragmentation of
advertising technologies and venues. Companies that can retain high-value
customers have great advantages in cost reduction, market share, price premium
and profitability compared to those companies that focus on customer acquisition
alone.

Some of the approaches used in MO to optimize customer profitability include
Customer Lifetime Value and Customer Franchise Value calculation; capturing
Voice of the Customer through advisory boards, user groups, blogs, surveys,
complaints and other forums; mobilizing customer-facing resources to meet
customer expectations; and refocusing resources to win back at-risk customers.
A key part of our value proposition is linked to how well we contribute towards
helping our enterprises to retain its best customers and give them the best
customer experience possible.


                Demonstrating Measurable Return on Marketing

Most executives view the ability to demonstrate Marketingʼs value, the return on
Marketing, as the Holy Grail for MO. Over the past decade in particular, company
executives have demanded, with growing intensity, clarity in the return on
investment related to marketing expenditure. In many companies, this has put
Marketing in a defensive position to prove its value to the organization, to
quantitatively select marketing projects with the highest expected return, and to
prove the necessity of funding its marketing strategies and staffing levels through
compelling business cases – often with a short-term orientation.

MO is vested with overcoming this challenge through strategies such as metrics
definition; linking CEO-level goals and to activity-level goals via a cascading
methodology; identifying and tracking leading and lagging indicators through
dashboards and balanced scorecards; tracking and managing individual and
team performance; and fine-tuning forecasting with predictive modeling. By
putting operational focus on the measurement process, MO enables Marketing to
be more accountable and in better control of its charter, its resources – and
ultimately – its destiny.
The Potential Impact of Marketing Operations in Organizations

Since it is still in its relative infancy, Marketing Operations is often viewed in a
limited way – as a service organization or an efficiency vehicle or “the process
police.” This narrow view of Marketing Operations reinforces and perpetuates the
status quo of Marketing. What we need is a new modus operandi for Marketing,
and a holistic, strategic approach to Marketing Operations can be the vehicle to
change that MO.

Itʼs hard work and weʼll be challenged to unlearn some of our old ways of
thinking, but a new MO for Marketing in organizations holds great promise for
executives and marketers alike.

If youʼre a marketing professional:

   •   Youʼll be in a stronger, less vulnerable position when budgets are
       scrutinized
   •   Youʼll be part of a learning-oriented environment where youʼll develop the
       fundamental skills and enabling infrastructure to operate effectively, stay
       accountable, and benefit from Marketing Operations-driven improvement
       programs, such as new competency development
   •   Youʼll be happier, better utilized for your unique talents and more
       motivated to stay with your organization

If youʼre a CMO, youʼll be blessed with:

   •   An injection of left-brain thinking into the typically right-brained Marketing
       function
   •   The means to shift your enterpriseʼs priorities from short-term fixes to long-
       term strategic initiatives, increasing your likely tenure.
   •   An operational partner – a Chief of Staff – that is solely focused on
       optimizing your scarce resources, making course corrections, measuring
       results, and winning enterprise-wide support

If youʼre a CEO:

   •   Your cross-functional teams – Marketing, Sales, IT, etc. – will work in
       greater collaboration and alignment, mobilizing your resources
   •   Your employee turnover and, consequently, your customer churn, will
       decrease
   •   Your Marketing function will contribute more substantially toward your top-
       and bottom-line growth, achieving your enterprise strategic agenda and
       helping you win in the market
Resistance is futile. Itʼs in your best interests to fully embrace a holistic, strategic
view of Marketing Operations today. No matter what role you play in your
organization, MO is the best means to navigate toward your personal, team and
enterprise goals in the new world of Web 2.0.


                                         ###

More Related Content

What's hot

Top right overview master 130507
Top right overview master 130507Top right overview master 130507
Top right overview master 130507
Angie Chesin
 
XXL ADVERTISING LIMITED_MAIL
XXL ADVERTISING LIMITED_MAILXXL ADVERTISING LIMITED_MAIL
XXL ADVERTISING LIMITED_MAIL
Baraka Mtavangu
 
How to guide - selecting an organizational structure for marketing
How to guide - selecting an organizational structure for marketingHow to guide - selecting an organizational structure for marketing
How to guide - selecting an organizational structure for marketing
Demand Metric
 
B2B Marketing Operations Best Practices
B2B Marketing Operations Best PracticesB2B Marketing Operations Best Practices
B2B Marketing Operations Best Practices
edynamic
 
Marketing Operations Scope
Marketing Operations ScopeMarketing Operations Scope
Marketing Operations Scope
ClearAction Continuum
 
The Employment Forecast Calls for Marketing Operations
The Employment Forecast Calls for Marketing OperationsThe Employment Forecast Calls for Marketing Operations
The Employment Forecast Calls for Marketing Operations
MeasuredMarketingLab
 
Shannon Balliet2011
Shannon Balliet2011Shannon Balliet2011
Shannon Balliet2011
saballiet
 
Embracing Marketing Operations: What Is It And Why Bother
Embracing Marketing Operations: What Is It And Why BotherEmbracing Marketing Operations: What Is It And Why Bother
Embracing Marketing Operations: What Is It And Why Bother
ClearAction Continuum
 
Cenco marketing the future of marketing_ mohan
Cenco  marketing  the future of marketing_ mohanCenco  marketing  the future of marketing_ mohan
Cenco marketing the future of marketing_ mohan
luis rebolledo
 
Successful Execution of Marketing Operations
Successful Execution of Marketing OperationsSuccessful Execution of Marketing Operations
Successful Execution of Marketing Operations
Paul Lee
 
Top right introduction for partners master 130507
Top right introduction for partners master 130507Top right introduction for partners master 130507
Top right introduction for partners master 130507
Angie Chesin
 
Marketers in the Boardroom
Marketers in the BoardroomMarketers in the Boardroom
Marketers in the Boardroom
Neil Sholay
 
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter Selling
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter SellingAberdeen Group Report - Sales Intelligence: Preparing for Smarter Selling
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter Selling
LexisNexis
 
Marketing Return on Investment
Marketing Return on InvestmentMarketing Return on Investment
Marketing Return on Investment
Edward Dupree
 
Strategic Formulation and Marketing Mix
Strategic Formulation and Marketing MixStrategic Formulation and Marketing Mix
Strategic Formulation and Marketing Mix
Andy Lima
 
Basic Stuffs on Marketing
Basic Stuffs on MarketingBasic Stuffs on Marketing
Basic Stuffs on Marketing
Syaqilla0512
 
Customer Relationship Management Unit-5 IMBA Osmania University
Customer Relationship Management Unit-5 IMBA Osmania UniversityCustomer Relationship Management Unit-5 IMBA Osmania University
Customer Relationship Management Unit-5 IMBA Osmania University
Balasri Kamarapu
 
Sales and Marketing Alignment Benchmarking Report
Sales and Marketing Alignment Benchmarking ReportSales and Marketing Alignment Benchmarking Report
Sales and Marketing Alignment Benchmarking Report
Demand Metric
 
CGS Channel Services - Playbook
CGS Channel Services - PlaybookCGS Channel Services - Playbook
CGS Channel Services - Playbook
Andrew McAdam
 
Organizational Design and Trends in Marketing Organizations
Organizational Design and Trends in Marketing OrganizationsOrganizational Design and Trends in Marketing Organizations
Organizational Design and Trends in Marketing Organizations
Vivastream
 

What's hot (20)

Top right overview master 130507
Top right overview master 130507Top right overview master 130507
Top right overview master 130507
 
XXL ADVERTISING LIMITED_MAIL
XXL ADVERTISING LIMITED_MAILXXL ADVERTISING LIMITED_MAIL
XXL ADVERTISING LIMITED_MAIL
 
How to guide - selecting an organizational structure for marketing
How to guide - selecting an organizational structure for marketingHow to guide - selecting an organizational structure for marketing
How to guide - selecting an organizational structure for marketing
 
B2B Marketing Operations Best Practices
B2B Marketing Operations Best PracticesB2B Marketing Operations Best Practices
B2B Marketing Operations Best Practices
 
Marketing Operations Scope
Marketing Operations ScopeMarketing Operations Scope
Marketing Operations Scope
 
The Employment Forecast Calls for Marketing Operations
The Employment Forecast Calls for Marketing OperationsThe Employment Forecast Calls for Marketing Operations
The Employment Forecast Calls for Marketing Operations
 
Shannon Balliet2011
Shannon Balliet2011Shannon Balliet2011
Shannon Balliet2011
 
Embracing Marketing Operations: What Is It And Why Bother
Embracing Marketing Operations: What Is It And Why BotherEmbracing Marketing Operations: What Is It And Why Bother
Embracing Marketing Operations: What Is It And Why Bother
 
Cenco marketing the future of marketing_ mohan
Cenco  marketing  the future of marketing_ mohanCenco  marketing  the future of marketing_ mohan
Cenco marketing the future of marketing_ mohan
 
Successful Execution of Marketing Operations
Successful Execution of Marketing OperationsSuccessful Execution of Marketing Operations
Successful Execution of Marketing Operations
 
Top right introduction for partners master 130507
Top right introduction for partners master 130507Top right introduction for partners master 130507
Top right introduction for partners master 130507
 
Marketers in the Boardroom
Marketers in the BoardroomMarketers in the Boardroom
Marketers in the Boardroom
 
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter Selling
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter SellingAberdeen Group Report - Sales Intelligence: Preparing for Smarter Selling
Aberdeen Group Report - Sales Intelligence: Preparing for Smarter Selling
 
Marketing Return on Investment
Marketing Return on InvestmentMarketing Return on Investment
Marketing Return on Investment
 
Strategic Formulation and Marketing Mix
Strategic Formulation and Marketing MixStrategic Formulation and Marketing Mix
Strategic Formulation and Marketing Mix
 
Basic Stuffs on Marketing
Basic Stuffs on MarketingBasic Stuffs on Marketing
Basic Stuffs on Marketing
 
Customer Relationship Management Unit-5 IMBA Osmania University
Customer Relationship Management Unit-5 IMBA Osmania UniversityCustomer Relationship Management Unit-5 IMBA Osmania University
Customer Relationship Management Unit-5 IMBA Osmania University
 
Sales and Marketing Alignment Benchmarking Report
Sales and Marketing Alignment Benchmarking ReportSales and Marketing Alignment Benchmarking Report
Sales and Marketing Alignment Benchmarking Report
 
CGS Channel Services - Playbook
CGS Channel Services - PlaybookCGS Channel Services - Playbook
CGS Channel Services - Playbook
 
Organizational Design and Trends in Marketing Organizations
Organizational Design and Trends in Marketing OrganizationsOrganizational Design and Trends in Marketing Organizations
Organizational Design and Trends in Marketing Organizations
 

Viewers also liked

AdminKit
AdminKitAdminKit
Conference program会议议程
Conference program会议议程Conference program会议议程
Conference program会议议程
Jihyun Baek
 
Applying Learning Organization Insights to Marketing
Applying Learning Organization Insights to MarketingApplying Learning Organization Insights to Marketing
Applying Learning Organization Insights to Marketing
ClearAction Continuum
 
Poema Català
Poema CatalàPoema Català
Poema Catalàeneas92
 
NAC Presentacion
NAC PresentacionNAC Presentacion
NAC Presentacion
Francisco Calzado
 
Interaction Bridges: Collaboration Tool for Marketing Accountability
Interaction Bridges: Collaboration Tool for Marketing AccountabilityInteraction Bridges: Collaboration Tool for Marketing Accountability
Interaction Bridges: Collaboration Tool for Marketing Accountability
ClearAction Continuum
 
Mots preso gk_102214
Mots preso gk_102214Mots preso gk_102214
Mots preso gk_102214
ClearAction Continuum
 

Viewers also liked (7)

AdminKit
AdminKitAdminKit
AdminKit
 
Conference program会议议程
Conference program会议议程Conference program会议议程
Conference program会议议程
 
Applying Learning Organization Insights to Marketing
Applying Learning Organization Insights to MarketingApplying Learning Organization Insights to Marketing
Applying Learning Organization Insights to Marketing
 
Poema Català
Poema CatalàPoema Català
Poema Català
 
NAC Presentacion
NAC PresentacionNAC Presentacion
NAC Presentacion
 
Interaction Bridges: Collaboration Tool for Marketing Accountability
Interaction Bridges: Collaboration Tool for Marketing AccountabilityInteraction Bridges: Collaboration Tool for Marketing Accountability
Interaction Bridges: Collaboration Tool for Marketing Accountability
 
Mots preso gk_102214
Mots preso gk_102214Mots preso gk_102214
Mots preso gk_102214
 

Similar to Moblizing Marketing Ops: Interactive Web 2.0 World

The road to sales transformation
The road to sales transformationThe road to sales transformation
The road to sales transformation
Browne & Mohan
 
Rewiring marketing: a practice based approach
Rewiring marketing: a practice based approachRewiring marketing: a practice based approach
Rewiring marketing: a practice based approach
Browne & Mohan
 
Rewiring sales organization for growth and scale
Rewiring sales organization for growth and scaleRewiring sales organization for growth and scale
Rewiring sales organization for growth and scale
Browne & Mohan
 
With the Help of Advanced Lead Management Software.pdf
With the Help of Advanced Lead Management Software.pdfWith the Help of Advanced Lead Management Software.pdf
With the Help of Advanced Lead Management Software.pdf
rahulkmm1997
 
Corporate Profile
Corporate ProfileCorporate Profile
Corporate Profile
Mazen Farah
 
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
Sherry Lamoreaux
 
Lead Management.docx.pdf
Lead Management.docx.pdfLead Management.docx.pdf
Lead Management.docx.pdf
Office24by7
 
Art of demand and lead generation
Art of demand and lead generationArt of demand and lead generation
Art of demand and lead generation
ShowMeLeads
 
Blue Ridge Partners and our TMT Practice
Blue Ridge Partners and our TMT PracticeBlue Ridge Partners and our TMT Practice
Blue Ridge Partners and our TMT Practice
Corey Torrence
 
Demand Metric - Executive Marketing Advisory Membership
Demand Metric - Executive Marketing Advisory MembershipDemand Metric - Executive Marketing Advisory Membership
Demand Metric - Executive Marketing Advisory Membership
Jesse Hopps
 
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin .docx
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin  .docxARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin  .docx
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin .docx
rossskuddershamus
 
Stepping Up to the Challenges of Digital Marketing
Stepping Up to the Challenges of Digital MarketingStepping Up to the Challenges of Digital Marketing
Stepping Up to the Challenges of Digital Marketing
Cognizant
 
Revolutionize Your Sales and Marketing Unleashing the Power of Software Solut...
Revolutionize Your Sales and Marketing Unleashing the Power of Software Solut...Revolutionize Your Sales and Marketing Unleashing the Power of Software Solut...
Revolutionize Your Sales and Marketing Unleashing the Power of Software Solut...
IlesanmiDare
 
Structuring Your Marketing Team
Structuring Your Marketing TeamStructuring Your Marketing Team
Structuring Your Marketing Team
The Marketing Institute
 
Sales, Marketing & Service Optimization: Strategies for Accelerating Growth
Sales, Marketing & Service Optimization: Strategies for Accelerating GrowthSales, Marketing & Service Optimization: Strategies for Accelerating Growth
Sales, Marketing & Service Optimization: Strategies for Accelerating Growth
Cognizant
 
Solutions page for sss website rev 1
Solutions page for sss website rev 1Solutions page for sss website rev 1
Solutions page for sss website rev 1
Sherri Sklar
 
Happy Juice principles: How to create a marketing organization that informs a...
Happy Juice principles: How to create a marketing organization that informs a...Happy Juice principles: How to create a marketing organization that informs a...
Happy Juice principles: How to create a marketing organization that informs a...
Browne & Mohan
 
The Power of Sales and Marketing: Driving Business Growth and Alignment
 The Power of Sales and Marketing: Driving Business Growth and Alignment The Power of Sales and Marketing: Driving Business Growth and Alignment
The Power of Sales and Marketing: Driving Business Growth and Alignment
Saletancy
 
Frost sullivan-marketing-automation-2013
Frost sullivan-marketing-automation-2013Frost sullivan-marketing-automation-2013
Frost sullivan-marketing-automation-2013
Nga PoPeye
 
b2b lead generation and appointment setting services
b2b lead generation and appointment setting servicesb2b lead generation and appointment setting services
b2b lead generation and appointment setting services
FunnL
 

Similar to Moblizing Marketing Ops: Interactive Web 2.0 World (20)

The road to sales transformation
The road to sales transformationThe road to sales transformation
The road to sales transformation
 
Rewiring marketing: a practice based approach
Rewiring marketing: a practice based approachRewiring marketing: a practice based approach
Rewiring marketing: a practice based approach
 
Rewiring sales organization for growth and scale
Rewiring sales organization for growth and scaleRewiring sales organization for growth and scale
Rewiring sales organization for growth and scale
 
With the Help of Advanced Lead Management Software.pdf
With the Help of Advanced Lead Management Software.pdfWith the Help of Advanced Lead Management Software.pdf
With the Help of Advanced Lead Management Software.pdf
 
Corporate Profile
Corporate ProfileCorporate Profile
Corporate Profile
 
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
9 Essentials to Grow Your Agency and Help Your Clients Succeed - an Act-On eBook
 
Lead Management.docx.pdf
Lead Management.docx.pdfLead Management.docx.pdf
Lead Management.docx.pdf
 
Art of demand and lead generation
Art of demand and lead generationArt of demand and lead generation
Art of demand and lead generation
 
Blue Ridge Partners and our TMT Practice
Blue Ridge Partners and our TMT PracticeBlue Ridge Partners and our TMT Practice
Blue Ridge Partners and our TMT Practice
 
Demand Metric - Executive Marketing Advisory Membership
Demand Metric - Executive Marketing Advisory MembershipDemand Metric - Executive Marketing Advisory Membership
Demand Metric - Executive Marketing Advisory Membership
 
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin .docx
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin  .docxARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin  .docx
ARTWORK Markus Linnenbrink HOWTOSURVIVE, 2012, epoxy resin .docx
 
Stepping Up to the Challenges of Digital Marketing
Stepping Up to the Challenges of Digital MarketingStepping Up to the Challenges of Digital Marketing
Stepping Up to the Challenges of Digital Marketing
 
Revolutionize Your Sales and Marketing Unleashing the Power of Software Solut...
Revolutionize Your Sales and Marketing Unleashing the Power of Software Solut...Revolutionize Your Sales and Marketing Unleashing the Power of Software Solut...
Revolutionize Your Sales and Marketing Unleashing the Power of Software Solut...
 
Structuring Your Marketing Team
Structuring Your Marketing TeamStructuring Your Marketing Team
Structuring Your Marketing Team
 
Sales, Marketing & Service Optimization: Strategies for Accelerating Growth
Sales, Marketing & Service Optimization: Strategies for Accelerating GrowthSales, Marketing & Service Optimization: Strategies for Accelerating Growth
Sales, Marketing & Service Optimization: Strategies for Accelerating Growth
 
Solutions page for sss website rev 1
Solutions page for sss website rev 1Solutions page for sss website rev 1
Solutions page for sss website rev 1
 
Happy Juice principles: How to create a marketing organization that informs a...
Happy Juice principles: How to create a marketing organization that informs a...Happy Juice principles: How to create a marketing organization that informs a...
Happy Juice principles: How to create a marketing organization that informs a...
 
The Power of Sales and Marketing: Driving Business Growth and Alignment
 The Power of Sales and Marketing: Driving Business Growth and Alignment The Power of Sales and Marketing: Driving Business Growth and Alignment
The Power of Sales and Marketing: Driving Business Growth and Alignment
 
Frost sullivan-marketing-automation-2013
Frost sullivan-marketing-automation-2013Frost sullivan-marketing-automation-2013
Frost sullivan-marketing-automation-2013
 
b2b lead generation and appointment setting services
b2b lead generation and appointment setting servicesb2b lead generation and appointment setting services
b2b lead generation and appointment setting services
 

More from ClearAction Continuum

Marketing Operations: MObilizing Marketing For A Web 2.0 World
Marketing Operations: MObilizing Marketing For A Web 2.0 WorldMarketing Operations: MObilizing Marketing For A Web 2.0 World
Marketing Operations: MObilizing Marketing For A Web 2.0 World
ClearAction Continuum
 
Marketing Operations: The Engine Behind Predictive Analytics
Marketing Operations: The Engine Behind Predictive AnalyticsMarketing Operations: The Engine Behind Predictive Analytics
Marketing Operations: The Engine Behind Predictive Analytics
ClearAction Continuum
 
Marketing Operations ROI: It`s Simpler and Way Harder Than You Think
Marketing Operations ROI: It`s Simpler and Way Harder Than You ThinkMarketing Operations ROI: It`s Simpler and Way Harder Than You Think
Marketing Operations ROI: It`s Simpler and Way Harder Than You Think
ClearAction Continuum
 
Marketing Operations Reviews: What They Are and Why You Need Them
Marketing Operations Reviews: What They Are and Why You Need ThemMarketing Operations Reviews: What They Are and Why You Need Them
Marketing Operations Reviews: What They Are and Why You Need Them
ClearAction Continuum
 
Marketing Operations: Hot New Playground for Project Managers
Marketing Operations: Hot New Playground for Project ManagersMarketing Operations: Hot New Playground for Project Managers
Marketing Operations: Hot New Playground for Project Managers
ClearAction Continuum
 
Marketing Efficiency Assessment
Marketing Efficiency AssessmentMarketing Efficiency Assessment
Marketing Efficiency Assessment
ClearAction Continuum
 
Influencing the Enterprise: Driving Strategic Impact Through Marketing Operat...
Influencing the Enterprise: Driving Strategic Impact Through Marketing Operat...Influencing the Enterprise: Driving Strategic Impact Through Marketing Operat...
Influencing the Enterprise: Driving Strategic Impact Through Marketing Operat...
ClearAction Continuum
 
Embracing Marketing Operations: What Is It And Why Bother
Embracing Marketing Operations: What Is It And Why BotherEmbracing Marketing Operations: What Is It And Why Bother
Embracing Marketing Operations: What Is It And Why Bother
ClearAction Continuum
 
5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness
5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness
5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness
ClearAction Continuum
 
Best Practices in Marketing Operations
Best Practices in Marketing OperationsBest Practices in Marketing Operations
Best Practices in Marketing Operations
ClearAction Continuum
 
Applying Marketing Operations Best Practice Framework
Applying Marketing Operations Best Practice FrameworkApplying Marketing Operations Best Practice Framework
Applying Marketing Operations Best Practice Framework
ClearAction Continuum
 
7 Deadly Sins of Marketing
7 Deadly Sins of Marketing7 Deadly Sins of Marketing
7 Deadly Sins of Marketing
ClearAction Continuum
 
Marketing Metrics, Technology, & Customer Experience
Marketing Metrics, Technology, & Customer ExperienceMarketing Metrics, Technology, & Customer Experience
Marketing Metrics, Technology, & Customer Experience
ClearAction Continuum
 
Marketing Operations Agility - Business Marketing Association
Marketing Operations Agility - Business Marketing AssociationMarketing Operations Agility - Business Marketing Association
Marketing Operations Agility - Business Marketing Association
ClearAction Continuum
 
Accountability in Journey to Marketing Effectiveness
Accountability in Journey to Marketing EffectivenessAccountability in Journey to Marketing Effectiveness
Accountability in Journey to Marketing Effectiveness
ClearAction Continuum
 
Is Your Marketing Organization Ready to Change Its MO?
Is Your Marketing Organization Ready to Change Its MO?Is Your Marketing Organization Ready to Change Its MO?
Is Your Marketing Organization Ready to Change Its MO?
ClearAction Continuum
 
Why Marketing Needs a New MO
Why Marketing Needs a New MOWhy Marketing Needs a New MO
Why Marketing Needs a New MO
ClearAction Continuum
 
7 Deadly Sins of Marketing
7 Deadly Sins of Marketing7 Deadly Sins of Marketing
7 Deadly Sins of Marketing
ClearAction Continuum
 
Marketing Efficiency Assessment
Marketing Efficiency AssessmentMarketing Efficiency Assessment
Marketing Efficiency Assessment
ClearAction Continuum
 
7 Deadly Sins of Marketing
7 Deadly Sins of Marketing7 Deadly Sins of Marketing
7 Deadly Sins of Marketing
ClearAction Continuum
 

More from ClearAction Continuum (20)

Marketing Operations: MObilizing Marketing For A Web 2.0 World
Marketing Operations: MObilizing Marketing For A Web 2.0 WorldMarketing Operations: MObilizing Marketing For A Web 2.0 World
Marketing Operations: MObilizing Marketing For A Web 2.0 World
 
Marketing Operations: The Engine Behind Predictive Analytics
Marketing Operations: The Engine Behind Predictive AnalyticsMarketing Operations: The Engine Behind Predictive Analytics
Marketing Operations: The Engine Behind Predictive Analytics
 
Marketing Operations ROI: It`s Simpler and Way Harder Than You Think
Marketing Operations ROI: It`s Simpler and Way Harder Than You ThinkMarketing Operations ROI: It`s Simpler and Way Harder Than You Think
Marketing Operations ROI: It`s Simpler and Way Harder Than You Think
 
Marketing Operations Reviews: What They Are and Why You Need Them
Marketing Operations Reviews: What They Are and Why You Need ThemMarketing Operations Reviews: What They Are and Why You Need Them
Marketing Operations Reviews: What They Are and Why You Need Them
 
Marketing Operations: Hot New Playground for Project Managers
Marketing Operations: Hot New Playground for Project ManagersMarketing Operations: Hot New Playground for Project Managers
Marketing Operations: Hot New Playground for Project Managers
 
Marketing Efficiency Assessment
Marketing Efficiency AssessmentMarketing Efficiency Assessment
Marketing Efficiency Assessment
 
Influencing the Enterprise: Driving Strategic Impact Through Marketing Operat...
Influencing the Enterprise: Driving Strategic Impact Through Marketing Operat...Influencing the Enterprise: Driving Strategic Impact Through Marketing Operat...
Influencing the Enterprise: Driving Strategic Impact Through Marketing Operat...
 
Embracing Marketing Operations: What Is It And Why Bother
Embracing Marketing Operations: What Is It And Why BotherEmbracing Marketing Operations: What Is It And Why Bother
Embracing Marketing Operations: What Is It And Why Bother
 
5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness
5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness
5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness
 
Best Practices in Marketing Operations
Best Practices in Marketing OperationsBest Practices in Marketing Operations
Best Practices in Marketing Operations
 
Applying Marketing Operations Best Practice Framework
Applying Marketing Operations Best Practice FrameworkApplying Marketing Operations Best Practice Framework
Applying Marketing Operations Best Practice Framework
 
7 Deadly Sins of Marketing
7 Deadly Sins of Marketing7 Deadly Sins of Marketing
7 Deadly Sins of Marketing
 
Marketing Metrics, Technology, & Customer Experience
Marketing Metrics, Technology, & Customer ExperienceMarketing Metrics, Technology, & Customer Experience
Marketing Metrics, Technology, & Customer Experience
 
Marketing Operations Agility - Business Marketing Association
Marketing Operations Agility - Business Marketing AssociationMarketing Operations Agility - Business Marketing Association
Marketing Operations Agility - Business Marketing Association
 
Accountability in Journey to Marketing Effectiveness
Accountability in Journey to Marketing EffectivenessAccountability in Journey to Marketing Effectiveness
Accountability in Journey to Marketing Effectiveness
 
Is Your Marketing Organization Ready to Change Its MO?
Is Your Marketing Organization Ready to Change Its MO?Is Your Marketing Organization Ready to Change Its MO?
Is Your Marketing Organization Ready to Change Its MO?
 
Why Marketing Needs a New MO
Why Marketing Needs a New MOWhy Marketing Needs a New MO
Why Marketing Needs a New MO
 
7 Deadly Sins of Marketing
7 Deadly Sins of Marketing7 Deadly Sins of Marketing
7 Deadly Sins of Marketing
 
Marketing Efficiency Assessment
Marketing Efficiency AssessmentMarketing Efficiency Assessment
Marketing Efficiency Assessment
 
7 Deadly Sins of Marketing
7 Deadly Sins of Marketing7 Deadly Sins of Marketing
7 Deadly Sins of Marketing
 

Recently uploaded

Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
obriengroupinc04
 
L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023
SPATPortToamasina
 
20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf
tjcomstrang
 
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
eaqmokn
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
IPLTech Electric
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
Eternity Paralegal Services
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
PennapaKeavsiri
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
advik4387
 
Cover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SUCover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SU
msthrill
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdfNewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
Khaled Al Awadi
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
HajeJanKamps
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Niswey
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
concepsionchomo153
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 

Recently uploaded (20)

Discover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling ServiceDiscover the Beauty and Functionality of The Expert Remodeling Service
Discover the Beauty and Functionality of The Expert Remodeling Service
 
L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023
 
20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf20240609_ TJ Communications Credentials.pdf
20240609_ TJ Communications Credentials.pdf
 
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
一比一原版(lbs毕业证书)英国伦敦商学院毕业证如何办理
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
IMG_20240615_091110.pdf dpboss guessing
 
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
 
Science Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around UsScience Around Us Module 2 Matter Around Us
Science Around Us Module 2 Matter Around Us
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
 
Cover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SUCover Story - China's Investment Leader - Dr. Alyce SU
Cover Story - China's Investment Leader - Dr. Alyce SU
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdfNewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
 
Kirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper PresentationKirill Klip GEM Royalty TNR Gold Copper Presentation
Kirill Klip GEM Royalty TNR Gold Copper Presentation
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 

Moblizing Marketing Ops: Interactive Web 2.0 World

  • 1. Marketing Operations 2.0: MObilizing Marketing for a Web 2.0 World By Gary M. Katz Web 2.0 has transformed how most organizations do marketing from the outside in. It provides us with: • New channels and tools to more efficiently reach our audience • A collaborative platform to engage and dialogue with customers and other stakeholders • A greater focus on organizational integrity and transparency (often due to external scrutiny) Marketing Operations (MO) is the yin to Web 2.0ʼs yang. It provides: • New initiatives and tools to strengthen operational muscle and agility • A holistic framework to mobilize cross-functional alignment and accountability behind Marketing strategy • A greater emphasis on organizational integrity and transparency (ideally due to a proactive desire to align external messaging with performance, before the organization is scrutinized) While Web 2.0 provides the state-of-the-art external transportation system (the latest version of the Information Superhighway), MO provides the internal transportation system and supporting infrastructure. This includes: • The entire vehicle – including the engine and other subsystems (the means of transportation) • The highways, roadways and bridges (the integration elements) • The traffic controls, signals, rules of the road, law enforcement (marketing/brand governance) • Mechanics equipped with testing, calibration and alignment tools to maximize the vehicleʼs performance (optimization) • Driverʼs education and training (competency development) • The roadmaps and navigation resources to get from here to there (strategic direction/shared vision) You get the picture. No surprisingly, savvy executives are embracing MO because they see how it can help them (the navigators) and their program managers (the drivers) to plot the optimal course to reach their destinations in the new world of Web 2.0.
  • 2. Defining Marketing Operations As a relatively new discipline, itʼs important to have a common understanding of what we mean by Marketing Operations. Hereʼs my companyʼs definition: Marketing Operations is a comprehensive, end-to-end operational discipline that leverages processes, technology, guidance and metrics to run the Marketing function as a profit/value center, growth driver, change catalyst and fully-accountable business. MO reinforces Marketing strategy and execution with a scalable and sustainable enabling infrastructure. In addition, MO seeks to nurture a collaborative, well-aligned ecosystem, both within and outside the Marketing department, to drive achievement of enterprise strategic objectives. A key vision for Marketing Operations is to help transform the Marketing function from a service organization (think marcom shop or tactical vehicle) to a vital strategic partner to the CEO and the rest of the executive team. To accomplish this lofty objective, MO needs to help Marketing substantially raise its game. Hereʼs how: • Convert insight to value • Accelerate the Sales and Buying process • Scale the Marketing function for growth • Deliver the enterprise strategic agenda • Maximize customer profitability • Demonstrate measurable Return on Marketing
  • 3. Convert Insight to Value Many companies are guilty of under-investing in their marketing intelligence. Even those organizations that invest heavily may lack confidence in the integrity of the data or data source. Knowledge gaps are prevalent, as insight tends to stay in the field. Disagreement over how to interpret a “fact” is the norm. Often, because executives donʼt hold one another accountable to explain the assumptions underlying their thinking processes, the modus operandi is “gut feel” and seat-of-the pants decision-making. Power and authority tends to rule the day, not necessarily the best business case. MO uses tools such as gap analysis, win-loss analysis, SWOT analysis, competitive and industry benchmarking, surveys and customer advisory boards to document key lessons, anticipate market/customer shifts, benchmark against best practices, better understand where customers are in the buying cycle and create innovative, customer-driven products and services. We need to be more than a data aggregator. We need to be a key center of business intelligence for our enterprises – an integral resource to empower them to make the best decisions possible, to become learning organizations. Accelerate the Sales and Buying Process Marketing is typically vested with generating sales leads, but often is seen as guilty of providing Sales with unqualified leads. The result, according to Sirius Decisions, is that only 20% of the ”leads” from lead generation programs are followed-up by Sales, 70% of which are disqualified. Shockingly, 80% of those “disqualified” leads buy anyway, within 24 months – from the company, or worse, a competitor. A key role of MO is to ensure that the campaigns and sales tools Marketing develops are geared toward enabling Sales to help its customers to buy. We must actively work to align the prospecting, selling and buying processes. We need to take ownership of lead nurturing – proactively identifying and addressing the “low touch” prospects that are not ready to buy today and need to be nurtured through the sales funnel. Tools such as lead scoring methodologies and automated permission-based lead nurturing systems and processes enable Sales to focus on “high-touch,” ready-to-buy qualified leads. We can also apply this same nurturing strategy to the customer reference challenge. We can build a pipeline of qualified customer references that support both Sales and Marketing requirements and ensure that our customer reference assets are a renewable resource. By providing this type of value, MO can help the Marketing-Sales brotherhood become a true partnership, rather than an antagonistic relationship.
  • 4. Scale the Marketing Function for Growth As companies grow, they tend to become increasingly complex, and, correspondingly, inefficient. This tends to lead to poor resource utilization, siloed thinking, duplication of efforts, ineffective knowledge transfer and a variety of other ills. MO must tackle this challenge by conducting regular ʻhealth checks” to determine investment leverage areas, uncover inefficiencies and define a prescriptive or “shared vision” (depending on the need) roadmap for change. It is incumbent on us to take responsibility to manage what seems like “unmanageable complexity,” using all the tools at our disposal as appropriate: charter definition, roles and responsibilities clarification, rules of engagement, process mapping and design, business cases, best practices documentation, knowledge management, centers of excellence and, of course, marketing automation. Iʼve listed marketing automation last on purpose. Most companies lead their Marketing Operations efforts with marketing automation (CRM, campaign management, Marketing Resource Management, dashboards). The tough lesson learned is that technology is a means, not an end in itself, and that the most successful marketing automation deployments are holistic in nature. They are specified and built from a comprehensive understanding of the enterpriseʼs knowledge, its cross-functional processes, its culture and its business objectives. Itʼs our job to ensure that marketing automation investments are embraced and utilized – through executive-level sponsorship, education, socialization and enlisting stakeholder champions and data stewards. Delivering the Enterprise Strategic Agenda: Marketing has a significant opportunity to play a more influential role at the enterprise strategy table. In order to do so, we need to align our priorities with the enterprise strategic agenda. Through methodologies such as messaging alignment, building shared purpose and vision, and marketing governance aimed at helping the organization “live the brand,” we can play a vital role in linking strategy to execution. Perhaps most importantly, through education and socialization to achieve buy-in for new Marketing initiatives, we can catalyze change both in- and outside Marketing to overcome employee ambivalence, confusion, resistance and passive-aggressive behavior that can be unintentionally or consciously transferred to customers, partners, press, analysts and other target audiences. In short, MO can raise the stature of Marketing from a perceived cost center and a resource drain to a valued strategic partner.
  • 5. Maximizing Customer Profitability Thanks to the level playing field the new Internet provides, customers are becoming more sophisticated than ever. As a result, itʼs continually more expensive to entice new customers in the midst of exponential fragmentation of advertising technologies and venues. Companies that can retain high-value customers have great advantages in cost reduction, market share, price premium and profitability compared to those companies that focus on customer acquisition alone. Some of the approaches used in MO to optimize customer profitability include Customer Lifetime Value and Customer Franchise Value calculation; capturing Voice of the Customer through advisory boards, user groups, blogs, surveys, complaints and other forums; mobilizing customer-facing resources to meet customer expectations; and refocusing resources to win back at-risk customers. A key part of our value proposition is linked to how well we contribute towards helping our enterprises to retain its best customers and give them the best customer experience possible. Demonstrating Measurable Return on Marketing Most executives view the ability to demonstrate Marketingʼs value, the return on Marketing, as the Holy Grail for MO. Over the past decade in particular, company executives have demanded, with growing intensity, clarity in the return on investment related to marketing expenditure. In many companies, this has put Marketing in a defensive position to prove its value to the organization, to quantitatively select marketing projects with the highest expected return, and to prove the necessity of funding its marketing strategies and staffing levels through compelling business cases – often with a short-term orientation. MO is vested with overcoming this challenge through strategies such as metrics definition; linking CEO-level goals and to activity-level goals via a cascading methodology; identifying and tracking leading and lagging indicators through dashboards and balanced scorecards; tracking and managing individual and team performance; and fine-tuning forecasting with predictive modeling. By putting operational focus on the measurement process, MO enables Marketing to be more accountable and in better control of its charter, its resources – and ultimately – its destiny.
  • 6. The Potential Impact of Marketing Operations in Organizations Since it is still in its relative infancy, Marketing Operations is often viewed in a limited way – as a service organization or an efficiency vehicle or “the process police.” This narrow view of Marketing Operations reinforces and perpetuates the status quo of Marketing. What we need is a new modus operandi for Marketing, and a holistic, strategic approach to Marketing Operations can be the vehicle to change that MO. Itʼs hard work and weʼll be challenged to unlearn some of our old ways of thinking, but a new MO for Marketing in organizations holds great promise for executives and marketers alike. If youʼre a marketing professional: • Youʼll be in a stronger, less vulnerable position when budgets are scrutinized • Youʼll be part of a learning-oriented environment where youʼll develop the fundamental skills and enabling infrastructure to operate effectively, stay accountable, and benefit from Marketing Operations-driven improvement programs, such as new competency development • Youʼll be happier, better utilized for your unique talents and more motivated to stay with your organization If youʼre a CMO, youʼll be blessed with: • An injection of left-brain thinking into the typically right-brained Marketing function • The means to shift your enterpriseʼs priorities from short-term fixes to long- term strategic initiatives, increasing your likely tenure. • An operational partner – a Chief of Staff – that is solely focused on optimizing your scarce resources, making course corrections, measuring results, and winning enterprise-wide support If youʼre a CEO: • Your cross-functional teams – Marketing, Sales, IT, etc. – will work in greater collaboration and alignment, mobilizing your resources • Your employee turnover and, consequently, your customer churn, will decrease • Your Marketing function will contribute more substantially toward your top- and bottom-line growth, achieving your enterprise strategic agenda and helping you win in the market
  • 7. Resistance is futile. Itʼs in your best interests to fully embrace a holistic, strategic view of Marketing Operations today. No matter what role you play in your organization, MO is the best means to navigate toward your personal, team and enterprise goals in the new world of Web 2.0. ###