This document summarizes a webcast panel discussion on the four commandments of outsourcing marketing operations. The panel discussed four areas related to marketing operations: 1) strategic planning, 2) technology, 3) process, and 4) analytics. For each area, they presented a "commandment" on whether and how it should be outsourced. The panel then agreed or disagreed with each commandment and explained their reasoning. The document provided background on marketing operations and identified the panelists for the discussion.

1. DemandGen EMEA: Marketing Automation Webcast#7
Case Study: Webcast Panel :Marketing Operations - The 4
commandments of outsourcing
Dec 15th 2011/ 1PM/2PM CET
Hosted by:
John Sweeney
Customer Success Director
#MARKOPS DemandGen UK

2. Today’s Guests
Faith Wheller
EMEA Marketing Programs Manager

3. Today’s Guests
Nick Porter
Sales and Marketing Director Europe

4. Today’s Guests
Reinhard Janning
CEO – DemandGen Europe

5. Today’s Format
• The Four Commandments of
Marketing Operations Outsourcing
are presented.
• Do the panel agree or disagree with
the commandment?
• Why?
Live Listeners
Polling Questions
Ask Questions
BrightTalk or Twitter
Hashtag #markops
@jnsweeneytweets

6. What is Marketing Operations?

7. What is Marketing Operations?
“Key Objectives for Marketing Operations executives include: driving more effective
strategic planning, investment decision, and budgeting processes; leading
the charge for marketing performance measurement processes;
deploying the required infrastructure to maintain the consistent implementation
processes” (Source IDC)

8. Marketing Operations Today?
Windsor Dec 2012
“Data management, marketing
systems and core process
Five Disciplines for 2015 management will be the
Content plumbing that marketing relies
on for the future: for marketing
Demand Creation to get more economic leverage,
it needs better infrastructure”
Go-To-Market (GTM)Process
Social Media Marilyn Read
Research Director
Marketing Operations

9. Four Commandments of Marketing Ops Outsourcing?
Four Critical Areas in Marketing Operations
1. Strategic Planning (Research)
3. Process
2. Technology
4. Analytics (MPM)

10. Commandment 1: Strategic Planning
#1 Thy shalt not
outsource any
elements of
Strategic Planning!

11. Commandment 2: Technology
#2 Leave Technology
outsourcing decisions
to the IT Crowd!

12. Commandment 3: Process
#3 Thy Shalt define a
process and
outsource it!

13. Commandment 4: Analytics
#4 Thy shalt let the
Marketing team
alone analyse results
and Marketing ROI!

14. Summary and Polling Results
1. Strategic Planning
(Research)
3. Process
2. Technology
4. Analytics (MPM)

15. Want to know more?
Web: www.demandgen.co.uk
LI: B2B Marketing Automation UK
John Sweeney Email: John.Sweeney@demandgen.com
Customer Success
DemandGen UK
Phone: +44 (0) 207 096 1835

16. DemandGen EMEA: Marketing Automation Webcast#7
Webcast: Use Social Media and Content Marketing to Drive
Demand
Jan 10th 2012/ 1PM/2PM CET
Stuart Wheldon John Sweeney
Sr. Director Customer Success
Customer Success Director
& Strategy DemandGen UK
Eloqua