Date post: | 20-Aug-2015 |
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Business |
Upload: | marketing-operations-partners |
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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
© 2012 Marketing Operations Partners. All Rights Reserved.
We Help Companies Define a Marketing Operations Charter
© 2012 Marketing Operations Partners. All Rights Reserved.
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
© 2012 Marketing Operations Partners. All Rights Reserved.
We Help Companies Establish a Model for Sustainable Marketing Effectiveness
© 2012 Marketing Operations Partners. All Rights Reserved.
We Help Marketers ‘Get It’!
Adopt Achieve
Apply Absorb
Business Results
© 2012 Marketing Operations Partners. All Rights Reserved.
We Define Marketing Effectiveness Frameworks
Marketing Operations
2.0+
Marketing Operations
2.0
Marketing Operations
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
© 2012 Marketing Operations Partners. All Rights Reserved.
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
© 2012 Marketing Operations Partners. All Rights Reserved.
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
© 2012 Marketing Operations Partners. All Rights Reserved.
• 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
© 2012 Marketing Operations Partners. All Rights Reserved.
© 2012 Marketing Operations Partners. All Rights Reserved.
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
© 2012 Marketing Operations Partners. All Rights Reserved.
We Help Marketing Professionals Think Differently& Do the Whole Job
© 2012 Marketing Operations Partners. All Rights Reserved.
• 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
© 2012 Marketing Operations Partners. All Rights Reserved.
• 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
© 2012 Marketing Operations Partners. All Rights Reserved.
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
US +1 408 243 7881London +44 (0)20 7193 7682
Singapore +65 8183 4022© 2012 Marketing Operations Partners, Inc. All Rights Reserved.