Applying a Best Practice Framework to Your Marketing Operations Function
Ecosystem Alignment
Marketing Operations Best Practice Framework
MetricsProcessGuidance
Infrastructure Management
Technology
Strategy
EcosystemAlignment
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MO Best Practice Framework
Marketing Operations Strategy = planning & decision-making processes
• Includes linkage of Marketing strategy to enterprise strategy
• Includes development of Marketing Operations roadmap to deliver Marketing strategy
• Includes Marketing Operations reviews to check Marketing health and ensure Marketing initiatives remain in alignment with Marketing (and enterprise) strategy
• Key elements reinforcing strategy include cascading goals, change management, environmental analysis, force-field analysis, go-to-market planning, stakeholder analysis, SWOT, values, vision and mission
Defining Marketing Operations Strategy
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Guidance = The integration of direction, knowledge, norms, policies, procedures, systems and structures to feed the development of process and metrics
• Other key guidance inputs include rules of engagement, lessons leaned, best practices
• Key to effective alignment, knowledge sharing, learning and change management
• Facilitates better decision-making
• Specifies competency development/training requirements
• Supports Marketing governance
Defining Guidance
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Process = a series of organized transactions that convert input to outputs (results). A defense against chaos.
• Analytics• Bills of Materials
(BOMs)• Brainstorming• Brand Management• Budget Approval• Campaign/Program
Development• Charter Definition• Content Development
/Approval/Distribution• Customer Experience
Management
• Product Launch /Go-to-Market
• Product Lifecycle Management
• Roles & Responsibilities Clarification
• Six Sigma• Stock-keeping Units
(SKUs)• Vendor management• Workflow
• Customer References• Field Communications
Forecasting• Lean Enterprise• Lead Management• Market Research
Measurement Tracking & Reporting
• Planning• Purchasing• Pricing
Example Marketing Operations processes include:
Defining Process
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Metrics = standards of measurement against a specified level of performance. Performance parameters.
• Typical activities include definition, alignment with enterprise metrics, cascading accountability
• Metrics can be activity-based, operational, outcome-based, leading indicators or predictive
Source: Laura Patterson, VisionEdge Marketing
High-level metrics and associated key performance indicators include:
Acquisition-related: Market Share
Retention-related: Lifetime Value
Monetization-related: Brand Equity
• Share of preference• Share of voice• Share of distribution• Rate of customer
acquisition
• Purchase frequency• Share of wallet• Customer duration• Loyalty
• Price Premium• Customer Franchise• Rate of New Product
Acceptance• Net Advocate Score
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Defining Metrics
Technology = tools that support Marketing activities• At the individual, department, enterprise, and ecosystem levels
Types include:
• CRM• Enterprise Marketing
Management• Marketing Resource
Management• Marketing Operations
Management• Marketing Asset Management• Campaign/Offer Management• Lead Management/Nurturing
• Database and E-Mail Marketing
• Digital Asset Management• Content Management• Knowledge Management• Marketing Portals• Dashboards & Scorecards• Business Intelligence• Predictive Analytics
Defining Marketing Operations Technology
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Ecosystem = The host environment for Marketing Operations efforts
• Comprises the economic, social and political factors that drive or inhibit goal achievement
• Includes the cross-functional interactions with stakeholders essential to marketing success
• Alignment with stakeholders is key to successful ecosystems management
Defining the Marketing Operations Ecosystem
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Infrastructure = integration of process, technology and metrics
• Provide the means to improve efficiency, effectiveness and accountability of the Marketing function
• Reinforces optimization activities
• Enables achievement of the Marketing vision
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Defining Marketing Operations Infrastructure
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