Course Preview - Marketing Operations: Tactical Discipline to Strategic Vision

Marketing Operations 2.0:From 2010 Tactical Discipline

to 20/20 Strategic Vision

© 2011 Marketing Operations Partners

Course Overview

Massive Changes in Marketing

Marketing playing field is leveled

Low barriers, viral reach, competitiveness

New visions of stakeholder engagement & collaboration

© 2011 Marketing Operations Partners

Massive Changes in Marketing

Marketing playing field is leveled

Low barriers, viral reach, competitiveness

New visions of stakeholder engagement & collaboration

Stand out from the crowd

Embrace new models of engagement

Invest in driving force within

Apply engagement model both externally and internally

MO 2.0: systems approach & collaborative framework

© 2011 Marketing Operations Partners

Marketing Operations 2.0

Systems Approach

Collaborative Framework

MObilizing Force

© 2011 Marketing Operations Partners

Marketing Operations 2.0

Systems Approach

Collaborative Framework

MObilizing Force

Manages Transition from Old to New

Helps Organizations Stay in Integrity

© 2011 Marketing Operations Partners

Marketing Operations 2.0

Systems Approach

Collaborative Framework

MObilizing Force

Manages Transition from Old to New

Helps Organizations Stay in Integrity

Reinforces Strategy and Associated Tactics with:

Operational Muscle

Measurement Rigor

Holistic, Cross-Functional Alignment

© 2011 Marketing Operations Partners

Course Overview

Marketing Operations Evolution, Impact and PromiseModule 1

Developing Marketing Operations Competency

• Alignment Through Ecosystem ManagementModule 2

• Marketing Infrastructure for ResultsModule 3

The Journey to Marketing Operations MaturityModule 4

© 2011 Marketing Operations Partners

Challenges Tackled by Marketing Operations

Scaling for Growth

EnterpriseStrategic Agenda

Customer Profitability

Sales Acceleration

Accountability Alignment withStakeholders

MarketingIntelligence

© 2011 Marketing Operations Partners

Defining Marketing Operations

A Strategic Foundation for Marketing Excellence

A Holistic FrameworkAlignment Integration

A Best Practice Enabler Consistency Sustainability

An Operational DisciplineEfficiency Accountability

© 2011 Marketing Operations Partners

Best Practice MOdel for Sustainable Success

Marketing Operations Best Practice Framework

MetricsProcessGuidance

Infrastructure Management

Technology

Strategy

EcosystemAlignment

© 2011 Marketing Operations Partners

• Enterprise Strategic Objectives

• Gap Closing• Over some period

of time•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, Values)

Alignment of Stakeholders

with each other

Balanced Returns to

Each Stakeholder

Maximum Overall

SatisfactionSuccess!

START

Enabling Strategy

© 2011 Marketing Operations Partners

Providing Guidance

© 2008 Glen Petersen

Designing Internal Marketing Processes

Image Source: Nortel

Designing External Marketing Processes

Image Source: Holger Schulze

Leveraging Technology

Image Source: Marketing Transformation Services, Used with Permission

Measuring Marketing Performance

Image Source: Alex EldimirUsed with Permission

Big Investment, Heightened

Accountability

Dynamic Competitive

Market

Need to RaiseStrategic

Game

Determining Readiness for Dedicated MO

Cross-functionalAlignment

Critical

UnderMedia/

RegulatoryScrutiny

M & AIntegrationChallenges

EXTERNAL DRIVERS

VALUE DRIVERS

MOBILIZATION DRIVERS

© 2011 Marketing Operations Partners

Building the Marketing Operations Function

ChiefMarketing

Officer

Analytics

MO Leader/ Chief

Of Staff

Budget/PlanningCampaign Dev

Lead Nurturing Governance

Shared ServicesChannel Ops

Benchmarking

Voice of Customr

Process Design

Change Mgmt

Competency Dev

User Training

Data Mgmt

Metrics Definition

Knowledge Mgmt

Web Ops

Perform ImprvmtS&M Alignment IT Alignment

© 2011 Marketing Operations Partners

ProgramOffice

MarketingIntelligence

SalesEnablement

Best PracticeConsulting

Marketing IT Systems

Change ManagementCompetency DevelopmentEnterprise Metrics AlignmentOrg. Learning CatalystStrategic Management

Journey to Marketing Operations Maturity

Fundamental MO

Budget Management CRM Marketing ServicesVendor Management

Expanded MO

Sophisticated MO

Marketing AutomationBest PracticesRewards AlignmentProcess DesignKnowledge Management

© 2011 Marketing Operations Partners

Vision for Marketing Effectiveness

» Marketing a full partner to CEO, C-Suite

© 2011 Marketing Operations Partners

Vision for Marketing Effectiveness

» Marketing a full partner to CEO, C-Suite» Marketing drives:

• innovation• new market penetration• customer profitability

© 2011 Marketing Operations Partners

Vision for Marketing Effectiveness

» Marketing a full partner to CEO, C-Suite» Marketing drives:

• innovation• new market penetration• customer profitability

» Marketing owns sales lead process

© 2011 Marketing Operations Partners

Vision for Marketing Effectiveness

» Marketing a full partner to CEO, C-Suite» Marketing drives:

• innovation• new market penetration• customer profitability

» Marketing owns sales lead process» Marketing, once operationalized, leads the growth charge

© 2011 Marketing Operations Partners

MO 2.0: Tactical Discipline to Strategic Vision Download the online course now at

www.MarketingOperations2.info

Contact us …[email protected] Tel 1.408.243.7881 www.MarketingOperationsPartners.com

www.moFutureForum.com http://tinyurl.com/mofutureforum (LinkedIn Group)

Master MO 2.0!