Embracing Marketing Operations: What Is It And Why Bother
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The document discusses the importance of marketing operations (MO) as a comprehensive discipline that enhances marketing's effectiveness, efficiency, and accountability. It highlights the need for clear metrics, strategic alignment, and collaboration across functions to optimize marketing's contribution to business success. The document also outlines the challenges marketing teams face and proposes MO as a solution to drive growth, innovation, and customer experience.
Embracing Marketing Operations: What Is It And Why Bother
- 1. Embracing Marketing Operations: What is It and Why Bother? 1
- 2. ClearAction Continuum 2© Copyright ClearAction Continuum. All rights reserved. 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
- 3. ClearAction Continuum 3© Copyright ClearAction Continuum. All rights reserved. The Motivation to Change Marketing’s MO • Defining Marketing Operations • Marketing Operations: Rising to the Challenge • A New Vision for Marketing Webcast Overview
- 4. ClearAction Continuum 4© Copyright ClearAction Continuum. All rights reserved. The Motivation to Change Marketing’s MO
- 5. ClearAction Continuum 5© Copyright ClearAction Continuum. All rights reserved. • 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 You Know Your Marketing Resources (and Job) are at Risk When…
- 6. ClearAction Continuum 6© Copyright ClearAction Continuum. All rights reserved. Measure Marketing ROI & Demonstrate Value Balance of Marketing Strategy & Tactics 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% 6% High-Priority MO Challenges Emphasize Metrics, Strategy, Cross-Functional Source: Journey to Marketing Operations Maturity Benchmarking Study, Marketing Operations Partners
- 7. ClearAction Continuum 7© Copyright ClearAction Continuum. All rights reserved. Scaling for Growth Enterprise Strategic Agenda Customer Profitability Buying Acceleration Accountability Alignment with Stakeholders Marketing Intelligence Why Marketing Operations is Critical
- 8. ClearAction Continuum 8© Copyright ClearAction Continuum. All rights reserved. • Marketing Operations (MO) is a thorough, 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 agent and fully-accountable business. • MO reinforces Marketing strategy and tactics with a scalable and sustainable enabling infrastructure, as well as nurturing a healthy, collaborative ecosystem, both within and outside the Marketing department, to drive achievement of enterprise strategic objectives. Defining Marketing Operations
- 9. ClearAction Continuum 9© Copyright ClearAction Continuum. All rights reserved. • Change management • Total Quality Management • Manufacturing • Organizational reengineering • IT • Statistical analysis • Customer experience management • Enterprise resource management • Knowledge management • Sales pipeline management. Marketing Operations Encompasses a Board Body of Knowledge
- 10. ClearAction Continuum 10© Copyright ClearAction Continuum. All rights reserved. Marketing Intelligence Customer Profitability • Marketing Org. Assessment • Predictive Analytics • Business Intelligence • Competitive & Industry Benchmarking • Voice of the Customer • Customer Experience Management • Customer Reference Dev. • Customer Loyalty/Affinity • Win-Loss Analysis Enterprise Strategic Innovation & Sales Acceleration • Marketing Planning & Ops Reviews • Marketing Charter Definition • Change Management • Socialization & Community Building • Leadership Council • Circles of Excellence • Marketing & Brand Governance • CMO Communications • Sales Pipeline Optimization • Lead Scoring & Nurturing • CRM • Campaign Management • Product Lifecycle Management Effective Marketing Operations Requires a Diversity of Subject Matter Expertise
- 11. ClearAction Continuum 11© Copyright ClearAction Continuum. All rights reserved. Scaling for Growth • Process Mapping & Design • Marketing Automation • Knowledge Management • Tool and Template Dev. • Best Practices Documentation • Centers of Excellence • Marketing Competency Dev. • Roles & Responsibilities Clarification • Team Mix Modeling • Marketing Org. Reengineering • Marketing Resource Optimization • Supply Chain Management Accountability • Metrics and KPI Definition • Dashboard Development • Performance Measurement • Marketing Portfolio Mgt • Budget Mgt & Justification Alignment with Stakeholders • C-Level Buy-in • Sales Alignment • Finance/IT Alignment • M&A Assimilation And Even More Subject Matter Expertise!
- 12. ClearAction Continuum 12© Copyright ClearAction Continuum. All rights reserved. • Brings a long overdue operational focus to Marketing • Provides the CMO with an operational partner, a Chief of Staff • Applies proven, time-tested Best Practices and Business Processes • Drives Efficiency, Consistent Results • Provides solid foundation for Marketing Excellence The Benefits of Marketing Operations
- 13. ClearAction Continuum 13© Copyright ClearAction Continuum. All rights reserved. Lack of Confidence in Business Intelligence Challenge: Converting Insight into Value Marketing Operations: Rising to the Challenge
- 14. ClearAction Continuum 14© Copyright ClearAction Continuum. All rights reserved. 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 Breeds Actionable Insight and Innovation Solution: Converting Insight Into Value
- 15. ClearAction Continuum 15© Copyright ClearAction Continuum. All rights reserved. The Price of Acquiring & Keeping a Customer is Growing Challenge: Maximizing Customer Profitability
- 16. ClearAction Continuum 16© Copyright ClearAction Continuum. All rights reserved. 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
- 17. ClearAction Continuum 17© Copyright ClearAction Continuum. All rights reserved. Every Strategy/Budget Cycle -- a Free-for-All Challenge: Delivering the Strategic Agenda
- 18. ClearAction Continuum 18© Copyright ClearAction Continuum. All rights reserved. Catalyze Shared Vision Strategy / Budget Cycles are Free-for-Alls Ensure Message Integrity Live the Brand Socialize Marketing Change MO Realizes Strategy Solution: Delivering the Strategic Agenda
- 19. ClearAction Continuum 19© Copyright ClearAction Continuum. All rights reserved. No or Slow - Growth... Disappointing Revenue Results Challenge: Accelerating Selling/Buying Process
- 20. ClearAction Continuum 20© Copyright ClearAction Continuum. All rights reserved. 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
- 21. ClearAction Continuum 21© Copyright ClearAction Continuum. All rights reserved. Marketing in Reaction Mode Challenge: Scaling Marketing for Growth
- 22. ClearAction Continuum 22© Copyright ClearAction Continuum. All rights reserved. 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
- 23. ClearAction Continuum 23© Copyright ClearAction Continuum. All rights reserved. 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
- 24. ClearAction Continuum 24© Copyright ClearAction Continuum. All rights reserved. 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
- 25. ClearAction Continuum 25© Copyright ClearAction Continuum. All rights reserved. A New Vision for Marketing
- 26. ClearAction Continuum 26© Copyright ClearAction Continuum. All rights reserved. Fundamental MO Expanded MO Sophisticated MO Budget Management CRM Marketing Services Measurement Vendor Management The Progression of Mo Maturity
- 27. ClearAction Continuum 27© Copyright ClearAction Continuum. All rights reserved. MetricsProcessGuidance Infrastructure Management Technology Strategy Ecosystem Alignment MO Best Practice Framework
- 28. ClearAction Continuum 28© Copyright ClearAction Continuum. All rights reserved. • With Sales • With Enterprise Metrics > 20% CAGR ’03-’07 Strong Brand Identity Process Excellence • Budgeting • Brand Management • Customer Management • Planning • Product Lifecycle Management • Predictive Analytics for Revenue & Budget Planning Processes Alignment Execution Excellence Profile of Best Practice Firms in Marketing Operations
- 29. ClearAction Continuum 29© Copyright ClearAction Continuum. All rights reserved. MO Vision: Change the Modus Operandi - 1 • Marketing full partner to CEO, other CXOs • Helps formulate & achieve company strategy • Proactively defines meaningful metrics • Shows return on Marketing contribution to company success • Marketing drives innovation, new market penetration & customer profitability • Tight alignment with R&D, sales & customer service • Builds CLV, VOC intelligence & pipeline of references
- 30. ClearAction Continuum 30© Copyright ClearAction Continuum. All rights reserved. • Marketing owns sales leads process • Nurtures prospects through sales funnel • Removes barriers that block end-to-end visibility • Marketing, once operationalized, leads the growth charge • Provides agility & effective response to opportunity • Leverages best practices, process & technology to scale organization • Synchronizes effort & ensures cross-functional knowledge-sharing MO Vision: Change the Modus Operandi - 2
- 31. ClearAction Continuum 31© Copyright ClearAction Continuum. All rights reserved. Is Your Organization Ready for MO? - 1 CHARACTERISTI PAIN VISION Substantial marketing Investment Unmanageable complexity, difficulty demonstrating ROI, Marketing on defensive Optimize to deliver substantial ROI • Leverage processes, technology, guidance & best practices to spur productivity, knowledge sharing • Utilize dashboards & metrics to make informed spend decisions Recognized by C-team • For accountability & ROI contribution Dynamic competitive market No or disappointing growth, super growth, high customer churn & employee turnover Marketing aligns w/other functions • Nurturing sales funnel • Revenue targets • Innovation process • New market penetration • Customer experience
- 32. ClearAction Continuum 32© Copyright ClearAction Continuum. All rights reserved. Is Your Organization Ready for MO? - 2 CHARACTERISTI PAIN VISION Under media or regulatory Scrutiny Compliance pressure, impact of change on compliance, media magnifying glass Partner with Quality, Finance, IR • Map key processes • Document best practices • Apply LEAN, 6 Sigma, etc. • Demonstrate ROI through KPIs, dashboards, etc. M&A integration challenges Duplicated efforts, loss of continuity, “everything’s urgent”, hard to get buy-in for initiatives Marketing leads initiatives • Communications leadership • Walking the talk
- 33. ClearAction Continuum 33© Copyright ClearAction Continuum. All rights reserved. Is Your Organization Ready for MO? - 3 CHARACTERISTI PAIN VISION More tactical than strategic Firefighting, CYA behavior Marketing is valued strategic partner to CEO and C-team - Growth driver - Change catalyst
- 34. ClearAction Continuum 34© Copyright ClearAction Continuum. All rights reserved. + Product Promotion Price Place Customers Competitors Corporation Positioning Source: © 2007, Adrian Ott, Exponential Edge The Future: A New Maturity Model: You`ve Heard of the 5Ps and 3 Cs of Marketing
- 35. ClearAction Continuum 35© Copyright ClearAction Continuum. All rights reserved. 1. Total Strategy 2. Techniques and Processes 3. Tracking & Predictive Modeling 4. Technology 5. Talent 4Ps 3Cs Marketing Effectiveness 5Ts Source: © 2007, Adrian Ott, Exponential Edge More Recently, We Saw the Unveiling of the 5Ts of Marketing Operations™
- 36. ClearAction Continuum 36© Copyright ClearAction Continuum. All rights reserved. The 5 P’s + The 3 C’s + The 5 T’s = 13 The entry age into adulthood in certain cultures The Addition of the 5 T`s is Marketing`s Rite of Passage
- 37. ClearAction Continuum 37© Copyright ClearAction Continuum. All rights reserved. Discipline #1 - Personal mastery Discipline #2 - Mental models Discipline #3 - Shared vision Discipline #4 - Team learning Discipline #5 - Systems thinking The 5 D’s Source: The Fifth Discipline: The Art & Practice of the Learning Organization The Next Step in Marketing`s Evolution is to Embrace Insight from Learning Organizations
- 38. ClearAction Continuum 38© Copyright ClearAction Continuum. All rights reserved. 3 C’s 5 P’s 5 T’s 5 D’s The Power of 18 Adding the 5 D`s Leads to a New Level of Generative Learning and Marketing Maturity
- 39. ClearAction Continuum 3939© 2018 ClearAction Continuum. All rights reserved. ClearAction Continuum Clients of ClearAction Continuum PARTIAL LIST
- 40. ClearAction Continuum We center your business on customers ClearAction Continuum 40 ClearAction Advisory is different: Alignment internally & externally Empower all levels & functions Tie into existing rituals, strengths Seasoned CX practitioners = Advisory team See ClearAction.com/advisory © 2018 ClearAction Continuum. All rights reserved. DNA Master Plan™ (fast-track foundational mojo for CX leadership) DNA Activation™ (all-hands-on-deck for CX) Market Responsiveness Index™ (3 factors: 32% profit advantage) DNA Transformation™ (cross-functional systematic CX) Customer/Partner Engagement Optimization (external & internal UX) Human-Centered Design (products, services, processes external & internal) VoC Actionability (external & internal UX) Actionable Intelligence (journeys, personas, lifetime value, metrics)
- 41. ClearAction Continuum 4141© 2018 ClearAction Continuum. All rights reserved. ClearAction Continuum ClearAction clients’ experiences Because each of the ClearAction team members managed CX in B2B for a number of years, they provided personal examples and practical tools that could be implemented right away. It was incredibly beneficial for us to work with them for several occasions. They elevated our collective knowledge and helped us achieve a higher level of CX maturity. – A. Chu, Dir Customer Experience ClearAction is an expert in business operations, and has been an invaluable resource for us to learn best-practices in many areas. They taught us things that would not readily cross our minds, but after they explain, it makes total sense, and this increased our efficiency and accuracy in many areas. I highly recommend ClearAction. – K. Van Diepen, Dir Marketing Communications ClearAction has been at the forefront of helping companies like ours reduce chaos, maximize resources and achieve impactful results. They’ve provided mission-critical guidance to begin the process of building a strong marketing operations function that supports our company’s growth, scale and continuous improvement objectives. – K. Chalmers, Dir Marketing Operations
- 42. ClearAction Continuum 42 We center your business on customers © 2018 ClearAction Continuum. All rights reserved. ClearAction.com ClearAction company/201333 +ClearActionCXO CustomerExperienceOptimization Let’s keep in touch!