marketing operations: hot new playground for project managers

Marketing Operations 2.0:A Hot New Playground for Project Managers to Apply Their Craft and Raise Their Game

Center your business on customers as the key to growth: accountability, alignment & agility

About Your Guide: Gary M. Katz

• 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

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

• Apply your PM skills in a hot new discipline

• Work cross-functionally both within and outside marketing to drive

alignment, collaboration and buy-in

• Marry execution with strategy

• Raise project management to performance management and

measurement

• Carve out your own job description based on the changing operational

needs of the Marketing organization

• Be in the center of a continuous learning process

• Be or grow into an indispensable Chief of Staff to the CMO

• Sharpen you saw for future career opportunities (CMO, COO, CEO, etc.)

Marketing Operations 2.0: What`s in It For You ?


• Marketing full partner to CEO, C-suite

• Marketing drives innovation, new market penetration & customer

profitability

• Marketing owns sales leads process (in partnership with Sales)

• Marketing, once operationalized, leads the growth charge

What`s Possible ?

A new Vision for Marketing


The Enormity of the Challenge

“ Today’s marketing world is broken. I give us a ‘D’ because our mentalities have not changed. Our work processes have not changed enough. Our measurement

has not evolved.” – James Stengel, Global CMO, Procter & Gamble Co.

B-to-B marketers that describe themselves as self-taught professionals

B-to-B organizations that spend $1,000 or less per year on marketing skills development

Organizations that have purchased marketing automation that are utilizing it to the fullest

Gap in waterfall performance (inquiry-to-close ratio) between average and best-in-class organizations

Source: SiriusDecisions, Dawn of the Demand Centre Presentation

85%

81%

25%

7X

Sobering Numbers


Product Mgmt Marcom

Lead GenSocial Media

PRChannel MktgEvents

Web Alliances

Silos


• Measurable data in 2000

Metric Data

Fine granularity needed for better decisions

Metric Data

• Measurable data now

Information Overload


• 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

SatisfactionSuccess!

START

Is Marketing Truly Aligned with Your Enterprise Strategy?


• 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


What is Marketing Operations 2.0?

The Marketing Operational Mix

Source: CMO Council© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

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

✓

✓

✓

✓

✓✓

✓✓


Defining Marketing Operations 2.0

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 VisionEnsure 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

10 Steps You Can Take Now To Fuel Marketing Excellence

Marketing Operations Best Practice Framework

MetricsProcessGuidance

Infrastructure

Management

Technology

Strategy

Ecosystem

Alignment

#1 Adopt a Best Practice MOdel for Socialization

and Sustainable Success


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

#2 Build a Business Case to Invest in MO


Scaling for Growth

EnterpriseStrategic Agenda

Customer Profitability

BuyingAcceleration

AccountabilityAlignment withStakeholders

MarketingIntelligence

#3 Focus on Most Leverage-able Areas to Optimize

Marketing Effectiveness


Measure Marketing ROI &

Demonstrate Value

Measure Marketing ROI &

Demonstrate Value

Common Goals for Marketing Success

Tied to Other Groups

73%

60%

Justify Marketing’s Role &

Contribution to C-Level Executives

Marketing Processes Enable

Internal Efficiencies & Effectiveness

Collaboration & Synergy

Supported By Corporate Environment

Coordination of Shared Processes

Across Functions

Continuity to Maintain Institutional

Knowledge & Expertise

Assimilate & Integrate Resources

Obtained From M&A

57%

49%

42%

26%

22%

12%

#4 Clarify Your Marketing Priorities

© 2012 Marketing Operations Partners, Inc. All Rights Reserved.Source: Journey to Marketing Operations Maturity

Benchmarking Study, Marketing Operations Partners

Unsupportive Culture

Lack of Follow-Through

Risk-Taking Penalties

Infrequent Delegation

Marketing Operations

Success Factors Marketing Operations

Obstacles

Clarity & Consistency

Supportive Culture

Executive Buy-in

Performance Measurement

Process Refinement & Automation

© 2012 Marketing Operations Partners. All Rights Reserved.

#5 Inventory Your Success Factors and Obstacles

Source: Journey to Marketing Operations Maturity

Benchmarking Study, Marketing Operations Partners

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

#6 Plot Your Roadmap to MO Maturity


Chief

Marketing

Officer

Analytics

MO Leader/

Chief

Of Staff

Program

Office

Marketing

Intelligence

Sales

Enablement

Best Practice

Consulting

Marketing IT

Systems

Budget/PlanningCampaign Dev

Lead Nurturing Governance

Shared

Services

Channel Ops

Benchmarking

Voice of

Customr

Process Design

Change Mgmt

Competency

Dev

User Training

Data Mgmt

Metrics

Definition

Knowledge

Mgmt

Web Ops

Perform

Imprvmt

S&M Alignment IT Alignment

#7 Structure Your Marketing Organization

with 20/20 Strategic Vision


0% 50% 100%25% 75%

Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties

Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company

Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews

Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions

Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies

Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions

Group Memory Management Enduring repository of marketing information despite movement of individuals

40% 80%

45% 83%

34% 83%

45% 85%

31% 79%

36% 82%

35% 85%

Never

Practiced Always

Practiced

Key:

X% At Inception of MO Function

| Current Performance

X% Mid-2008 Target

#8 Tie Improvement Goals to

Specific Marketing Operations Initiatives


Web 2.0

• Outside-in View

• Efficient new channels & tools

• A collaborative platform to

engage customers,

stakeholders

• Greater focus on org. integrity

& transparency

#9 MObilizing + Web 2.0 for Optimal Effectiveness

MO 2.0

• Inside-out View

• New initiatives, tools strengthen

operational muscle, agility

• Holistic framework mobilizes x-

functional alignment,

accountability behind strategy

• Greater emphasis on org. integrity

& transparency


#10 Develop Your Marketing Operations

Mindset & Competency

• Online, self-paced course on Marketing Operations 2.0 available

• Proven course taught in UC Extension System since 2008

• 4 modules, 9 classes providing deep overview of MO 2.0

• 10-minute demo available and more info available at

www.marketingoperations2.info


http://www.marketingoperations2.info

• A new breed of professionals focusing on efficiency and effectiveness

• An injection of left-brain thinking in Marketing

• A budding marriage with Sales, IT and others

• A predisposition towards strategy, guidance, process, metrics and

technology

• A great home for professionals with PM skills and experience!

Summary: MOving Organizations Forward


Summary: Why Become a MOtivator?

• Major leadership opportunity

• At the forefront of effecting enterprise change

• An integral part of the quest for innovation

• Fast track to personal growth, learning and accountability

• Focus on enterprise health and wellness, not reinforcing

entrenched dysfunction

• Win-win as a team

• Richer job or career satisfaction and rewards

• Apply your unique competencies where they can have big impact


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


1st

1st

1st

1st

1st

Companies we’ve influenced: (partial list)


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

[email protected]

tel +1 408 243 7881

• Twitter.com/MOpartnersTwitter.com/MktgFuture

• Slideshare.net/MOpartnersCEO

• LinkedIn Groups: Marketing Operations PartnersMarketing Operations Future

• Youtube.com/c/marketingfutureforum

MarketingFutureForum.com

[email protected]

MarketingFutureForum.com

[email protected]

Center your business on customers as the key to growth: accountability, alignment & agility