marketing operations: the engine behind predictive analytics

Marketing Operations: The Engine Behind Predictive Analytics

• Your metrics for success are ill-defined

• Your people are slammed

• Your institutional memory is leaky

• Your innovation and creativity are suffering fromconstipation

• 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

Marketing Operations: Why It`s Needed?

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

A systematic end-to-end operational discipline to:

• Drive efficiency, consistency, alignment, accountability

• Replicate best practices

• Build a foundation for Marketing Excellence

A holistic framework to apply processes, technology, guidance and metrics to run Marketing as a:

• Profit/value center

• Growth driver

• Change catalyst

• Fully-accountable business

Marketing Operations: A Definition


Ecosystem Alignment

MetricsProcessGuidance

Infrastructure Management

Technology

Strategy

EcosystemAlignment

MO Best Practice Framework


Scaling for Growth

EnterpriseStrategic Agenda

Customer Profitability

BuyingAcceleration

AccountabilityAlignment withStakeholders

MarketingIntelligence

© 2012 Marketing Operations Partners. All Rights Reserved.

Marketing Operations Sphere of Influence

1. Converting Insight into Value

2. Accelerating Sales/Buying Process

3. Scaling Marketing for Growth

4. Delivering Strategic Agenda

5. Maximizing Customer Profitability

6. Demonstrating Return on Marketing

Six Top Marketing Challenges and How MO Addresses Them


Lack of Confidence inBusiness Intelligence

Challenge:Converting Insight into Value


Lack of Confidence in Business Intelligence

Benchmark Best Practices

Validate Market Demand

Assess Insight/

Opportunity Gaps

Baseline What We Know/What We

Don’t MO BreedsActionable Insight and Innovation

Solution:Converting Insight Into Value


No or Slow ‐ Growth...Disappointing Revenue Results

Challenge:Accelerating Selling/Buying Process


No or Slow Growth

Integrate Buying/Selling Cycle

Feed Sales Pipeline

Optimize Sales/ Marketing Hand‐offs

Leverage Loyalty Assets

MO Aligns Sales/

Marketing Effort

Solution:Accelerating Selling/Buying Process


Marketing in Reaction Mode

Challenge:Scaling Marketing for Growth


Marketing in Reaction Mode

Diagnose Marketing Health

Architect Enabling Shared Processes

Optimize Marketing Investment

Develop Marketing Competency

MO MObilizes Resources

Solution:Scaling Marketing for Growth


Every Strategy/Budget Cycle‐‐ a Free‐for‐All

Challenge:Delivering the Strategic Agenda


Catalyze Shared Vision

Strategy / Budget Cycles are Free‐for‐Alls

Ensure Message Integrity

Live the Brand

SocializeMarketing Change

MO RealizesStrategy

Solution:Delivering the Strategic Agenda


The Price of Acquiring & Keeping a Customer is Growing

Challenge:Maximizing Customer Profitability


The Price of Acquiring & Keeping

Customers is Growing

Calculate Customer Lifetime Value

Capture Customer Decision Drivers

Win Back At‐Risk Customers

Mobilize to Meet Customer Expectations

MO Delivers Customer Experience

Solution:Maximizing Customer Profitability


Marketing on Defensive to Show Contribution

“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

MO Enables Account‐ability

Solution:Demonstrating Return on Marketing


Fundamental MO

Expanded MO

Sophisticated MO


Budget Management CRM Marketing ServicesMeasurement Vendor Management

Predictive Analytics and Mo Maturity

Advanced Processes(LEAN, Six Sigma, Supply Chain) Change ManagementCompetency DevelopmentCustomer ProfitabilityEnterprise Marketing ManagementEnterprise Metrics AlignmentMarketing GovernancePortfolio ManagementPredictive AnalyticsShared VisionStrategic ManagementOrg. Learning Facilitation

Profile of MO Best Practices

• Marketing is likely the most hungry consumer of PA

• MO provides a robust application sandbox for PA

• MO may very well own the business case for PA

• If technology investment is part of the PA proposition (typical), MOmay well own the deployment process

• PA doesn’t operate in a vacuum – without MO to drive understandingand alignment and catalyze change, insight from PA may never translate to action

Why Predictive Analytics Needs MO


• PA enables MO to become more scientific, consistent, predictable

• PA is a powerful tool to help demonstrate Marketing’s value

• Helps focus on long-term initiatives, not just short-term results

• PA is key to aligning vision with metrics, forecasts with results

• PA is an indicator of MO maturity and an attribute of MO best practice

Why MO Needs Predictive Analytics


See What Marketing Ops Thought Leaders are Saying!

Benchmarking study:adopt best practices,

avoid pitfalls,build your MO roadmap!

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

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