guiding your journey to continuous marketing effectiveness

Guiding Your Journey to Continuous Marketing Effectiveness

From Tactical Discipline to Strategic Vision

• Founded in May 2006

• Guide Marketing organizations to:

– Build share vision & accountability

– Overcome dysfunction

– Strengthen strategic impact

• Thought leaders and pioneers in MO evolution

– Marketing Operations 2.0 Essentials

– Marketing Operations Future Forum

• Senior team: deep experience in marketing leadership … and in the trenches

• Collective experience leading and contributing to major MO initiatives for industry leaders

© 2012 Marketing Operations Partners. All Rights Reserved.

Marketing Operations Partners

Our ticket punches:

Marketing Operations Partners Credentials


We Help Companies Define a Marketing Operations Charter


CUSTOMER PROFITABILITY

BUSINESS INTELLIGENCE

RETURN ON MARKETING

STRATEGY EXECUTION

MARKETING SCALABILITY

ACCELERATE BUYING PROCESS

MARKETING EFFICIENCY & EFFECTIVENESS

PipelineAccountability

Knowledge & ProcessFlexibility & Discipline

GoalsAlignmentPredictive

PersuasionAttribution of Contribution

Keep CustomersDrive Company

ALIGNMENT & ACCOUNTABILITY

AGILITY

6 MARKETING OPERATIONSCENTERS OF EXCELLENCE

PERPETUAL CHALLENGES

Marketing Operations Best Practice Framework


We Help Companies Establish a Model for Sustainable Marketing Effectiveness


We Help Marketers ‘Get It’!

Adopt Achieve

Apply Absorb

Business Results


We Define Marketing Effectiveness Frameworks

Marketing Operations

2.0+


2.0


1.0

Continuous Marketing EffectivenessImpactfulPredictable Demonstrable

A Holistic FrameworkAlignment AccountabilityAgility

A Best Practice Enabler

Repeatability SustainabilityConsistency

An Operational DisciplineWorkflow Measurability Efficiency

Big Investment, Heightened

Accountability

Dynamic Competitive

Market

Need to RaiseStrategic

Game

Cross-functionalAlignment

Critical

UnderMedia/

RegulatoryScrutiny

M & AIntegrationChallenges

EXTERNAL DRIVERS VALUE DRIVERS MOBILIZATION DRIVERS

We Help Leaders Build the Case to Invest in Dedicated Marketing Operations


Sophisticated MO

Change ManagementCompetency DevelopmentEnterprise Metrics AlignmentOrg. Learning CatalystStrategic Management

Fundamental MO

Budget Management CRM Marketing Services Vendor Management

Expanded MO

Marketing AutomationBest PracticesRewards AlignmentProcess DesignKnowledge Management

We Help Companies Grow in Marketing Operations Maturity & Sophistication


Chief Marketing Officer

Analytics

MO Leader / Chief of Staff

ProgramOffice

BusinessIntelligence

SalesEnablement

Best PracticeConsulting

Marketing IT Systems

Budget/PlanCampaign Dev

Lead Nurturing Governance

Shared SvcsChannel Ops

Benchmarking

VoC

Process Design

Change Mgmt

Competencies

User Training

Data Mgmt

Metrics

Knowledge

Web Ops

PerformanceS&M Alignment IT Alignment

We Help Companies Structure World-Class Marketing Operations Organizations


• Enterprise Strategies

• Gap Closing• Over a period

• Objective #1• Objective #2• Objective #3

• Decisions & Doing

• Investments• Measures• Programs• Initiatives• Activities• Alignment

• Gaps to Close• Priorities• Leverage• Now vs. Later

• Goals & Gaps• Economic• Experience• Business Ethics,

Principles, ValuesAlignment of Stakeholders

with Each Other

Alignment of Stakeholders

with Each Other

Balanced Returns to

Each Stakeholder

Balanced Returns to

Each Stakeholder

Maximum Overall

Satisfaction

Maximum Overall

SatisfactionSuccess!Success!

START

We Help Companies Align Marketing to Enterprise Strategic Objectives



Marketing Operations Self-Assessment (1 = weak, 5 = excellent) Score1. We have clear objectives and understand the outcomes we are trying to achieve.

2. We have tangible ways to measure our success.

3. We have well-defined shared processes that enable us to work across different groups and get our work done without dropping balls, duplicating efforts or constantly throwing last-minute hot potatoes at one another.

4. We document our experience and lessons-learned so others can benefit from them.

5. If someone is unavailable or leaves our group, someone else is able to step in and do their job.

6. We hold ourselves accountable through regular communications, reporting and reward systems aligned with desired performance.

7. We are able to find the right balance between formulating the strategy and executing it.

8. We attain buy-in and support before going forward with a new strategy.

9. We are able to use technology to collaborate together, make better individual and group decisions, and be more efficient.

10. We allocate budget to the most profitable activities and make program adjustments based on insight of what is working best toward achieving our objectives.

11. We have a means to improve our competency so we can close the gap between where we are now and where we want to be.

12. We have a system in place to nurture future customers that are not ready to buy today.

13. Our marketing messages resonate with our customers’ actual experience of our company.

14. We are as effective at managing the brand as we are at communicating it.

15. We are as effective at listening to our customers as we are at communicating to them.

16. We share important knowledge rather than hoard it.

17. We have a planning process that encourages people to speak up, contribute and feel involved.

18. When there is a process or people issue that is preventing us from moving forward effectively, we are able to acknowledge, discuss and resolve the elephant in the middle of the room.

19. We use a dashboard to track our progress.

20. The insight from the dashboard is meaningful and helps us make better decisions.

Your score as a percentage of 100 possible points:

We Prepare Marketers Now for the Future


We Help Marketing Professionals Think Differently& Do the Whole Job


• A catalyst to launch an initial MO function or take your existing MO to a higher level of excellence

• A key vision partner and mentor that keeps you focused on the goal

• A resource for MO industry best practices development and insight

• An independent auditor of your organization’s marketing efficiency and effectiveness

• A process design architect providing guidance, re-engineering and mapping (alignment)

Why Engage with Marketing Operations Partners


• A think tank of diverse subject matter experts who collectively bring a holistic view of how to integrate previously-independent efforts into a cohesive MO strategy

• A co-creator through professional facilitation of your MO roadmap and charter

• An alignment specialist and change catalyst to help win stakeholder buy-in and commitment from groups within and outside marketing authority

Why Engage with Marketing Operations Partners


See What Marketing Ops Thought Leaders are Saying!

Benchmarking study:adopt best practices,

avoid pitfalls,build your MO roadmap!

MOpartners.com/resources/store

Follow our blog!

MOpartners.com/blog

tinyurl.com/Mktg-Ops

Online talk show with execs from Autodesk,

Clorox, Genworth, NetApp, … and more!

© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

Jump-start Your Organization’s Awareness of Marketing Operations Improvement Opportunities

Socialize your assessment results through this coffee table book with more than 2 dozen analyses and recommendations. Excerpts from 88-page MO:DNA report:

www.MOpartners.com/resources/MO-DNA© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

Advance Your Expertise in Marketing Operations

1) Impact & Promise of Marketing Ops

2) Mobilizing Strategic Impact for Corporate Growth

3) Designing Marketing Infrastructure for Results

4) Journey to Marketing Ops Maturity

Marketing Operations Essentials: 4 modules available online, in-person, or hybrid

www.MOpartners.com/resources/© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

Join the Marketing Operations Future ForumThe Forum takes you on a discovery process that alters your viewpoint

to manage any aspect of marketing more efficiently and effectively

www.MOfutureforum.com© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

Let’s Keep in Touch!

tinyURL.com/MOfutureforum@[email protected]/Mktg-Ops

[email protected]

US +1 408 243 7881London +44 (0)20 7193 7682

Singapore +65 8183 4022© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

guiding your journey to continuous marketing effectiveness

Business

marketing operations

marketing leadership

dedicatedmarketing operations

guide marketing organizations

industry leaders

strategic vision

deep experience

share vision accountability