Marketing Operations: Hot New Playground for Project Managers

Marketing Operations 2.0:
A Hot New Playground for Project Managers
to Apply Their Craft and Raise Their Game
Center your business on customers as the key to growth: accountability, alignment & agility

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

• Apply your PM skills in a hot new discipline
• Work cross-functionally both within and outside marketing to drive
alignment, collaboration and buy-in
• Marry execution with strategy
• Raise project management to performance management and
measurement
• Carve out your own job description based on the changing operational
needs of the Marketing organization
• Be in the center of a continuous learning process
• Be or grow into an indispensable Chief of Staff to the CMO
• Sharpen you saw for future career opportunities (CMO, COO, CEO, etc.)
Marketing Operations 2.0: What`s in It For You ?

• Marketing full partner to CEO, C-suite
• Marketing drives innovation, new market penetration & customer
profitability
• Marketing owns sales leads process (in partnership with Sales)
• Marketing, once operationalized, leads the growth charge
What`s Possible ?
A new Vision for Marketing

The Enormity of the Challenge
“ Today’s marketing world is broken. I give us a ‘D’ because our mentalities have
not changed. Our work processes have not changed enough. Our measurement
has not evolved.”
– James Stengel, Global CMO, Procter & Gamble Co.

B-to-B marketers that describe themselves as self-taught
professionals
B-to-B organizations that spend $1,000 or less per year on
marketing skills development
Organizations that have purchased marketing automation that
are utilizing it to the fullest
Gap in waterfall performance (inquiry-to-close ratio) between
average and best-in-class organizations
Source: SiriusDecisions, Dawn of the Demand Centre Presentation
85%
81%
25%
7X
Sobering Numbers

Product Mgmt Marcom
Lead GenSocial Media
PR
Channel MktgEvents
Web Alliances
Silos

• Measurable data in 2000
Metric
Data
Fine granularity needed for better decisions
Metric
Data
• Measurable data now
Information Overload

• Enterprise
Strategic
Objectives
• Gap Closing
• Over some
period of time
• Objective #1
• Objective #2
• 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
Satisfaction
Success!
START
Is Marketing Truly Aligned with Your Enterprise Strategy?

• 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
7 Deadly Sins, Letterman-Style

What is Marketing Operations 2.0?

The Marketing Operational Mix
Source: CMO Council

A Strategic Foundation for Marketing Excellence
A Holistic Framework
Alignment Integration
A Best Practice Enabler
Consistency Sustainability
An Operational Discipline
Efficiency Accountability
MO 1.0 MO 2.0
✓
✓
✓
✓
✓✓
✓✓
Defining Marketing Operations 2.0

Challenge:
Converting Insight into Value
Marketing Operations: Rising to the Challenge
Lack of confidence in
business intelligence

Benchmark Best
Practices
Validate
Market Demand
Assess
Insight/
Opportunity Gaps
Baseline What We
Know/What We
Don’t
Solution:
Converting Insight Into Value
MO Breeds
Actionable
Insight and
Innovation

Challenge:
Maximizing Customer Profitability
The Price of Acquiring
& Keeping a Customer
is Growing

Calculate Customer
Lifetime Value
Capture Customer
Decision Drivers
Win Back
At-Risk Customers
Mobilize to
Meet Customer
Expectations
Solution:
Maximizing Customer Profitability
MO Delivers
Customer
Experience

Challenge:
Delivering the Strategic Agenda
Every Strategy/Budget
Cycle
— a Free-for-All

Catalyze
Shared Vision
Ensure Message
Integrity
Live the
Brand
Socialize
Marketing Change
Solution:
Delivering the Strategic Agenda
MO Realizes
Strategy

Challenge:
Accelerating Selling/Buying Process
No or Slow Growth
Disappointing Revenue
Results

Integrate
Buying/Selling
Cycle
Feed Sales
Pipeline
Optimize Sales/
Marketing
Hand-offs
Leverage Loyalty
Assets
Solution:
Accelerating Selling/Buying Process
MO Aligns
Sales/Marketing
Effort

Challenge:
Scaling Marketing for Growth
Marketing in Reaction
Mode

Diagnose Marketing
Health
Architect Enabling
Shared Processes
Optimize Marketing
Investment
Develop Marketing
Competency
Solution:
Scaling Marketing for Growth
MO Mobilizes
Resources

“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
Solution:
Demonstrating Return on Marketing
MO Enables
Accountability

10 Steps You Can Take Now
To Fuel Marketing Excellence

Marketing Operations Best Practice Framework
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
#1 Adopt a Best Practice MOdel for Socialization
and Sustainable Success

Big Investment,
Heightened
Accountability
Dynamic
Competitive
Market
Need to Raise
Strategic
Game
Cross-functional
Alignment
Critical
Under
Media/
Regulatory
Scrutiny
M & A
Integration
Challenges
EXTERNAL DRIVERS VALUE DRIVERS MOBILIZATION DRIVERS
#2 Build a Business Case to Invest in MO

Scaling for
Growth
Enterprise
Strategic
Agenda
Customer
Profitability
Buying
Acceleration
Accountability
Alignment with
Stakeholders
Marketing
Intelligence
#3 Focus on Most Leverage-able Areas to Optimize
Marketing Effectiveness

Measure Marketing ROI &
Demonstrate Value
Measure Marketing ROI &
Demonstrate Value
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%
#4 Clarify Your Marketing Priorities
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

Unsupportive Culture
Lack of Follow-Through
Risk-Taking Penalties
Infrequent Delegation
Marketing Operations
Success Factors
Marketing Operations
Obstacles
Clarity & Consistency
Supportive Culture
Executive Buy-in
Performance Measurement
Process Refinement & Automation
© 2012 Marketing Operations Partners. All Rights Reserved.
#5 Inventory Your Success Factors and Obstacles
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

Change Management
Competency Development
Enterprise Metrics Alignment
Org. Learning Catalyst
Strategic Management
Fundamental MO
Budget Management
CRM
Marketing Services
Vendor Management
Expanded MO
Sophisticated MO
Marketing Automation
Best Practices
Rewards Alignment
Process Design
Knowledge Management
#6 Plot Your Roadmap to MO Maturity

Chief
Marketing
Officer
Analytics
MO Leader/
Chief
Of Staff
Program
Office
Marketing
Intelligence
Sales
Enablement
Best Practice
Consulting
Marketing IT
Systems
Budget/PlanningCampaign Dev
Lead Nurturing Governance
Shared
Services
Channel Ops
Benchmarking
Voice of
Customr
Process Design
Change Mgmt
Competency
Dev
User Training
Data Mgmt
Metrics
Definition
Knowledge
Mgmt
Web Ops
Perform
Imprvmt
S&M Alignment IT Alignment
#7 Structure Your Marketing Organization
with 20/20 Strategic Vision

0% 50% 100%25% 75%
Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties
Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company
Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews
Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions
Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies
Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions
Group Memory Management Enduring repository of marketing information despite movement of individuals
40% 80%
45% 83%
34% 83%
45% 85%
31% 79%
36% 82%
35% 85%
Never
Practiced
Always
Practiced
Key:
X% At Inception of MO Function
| Current Performance
X% Mid-2008 Target
#8 Tie Improvement Goals to
Specific Marketing Operations Initiatives

Web 2.0
• Outside-in View
• Efficient new channels & tools
• A collaborative platform to
engage customers,
stakeholders
• Greater focus on org. integrity
& transparency
#9 MObilizing + Web 2.0 for Optimal Effectiveness
MO 2.0
• Inside-out View
• New initiatives, tools strengthen
operational muscle, agility
• Holistic framework mobilizes x-
functional alignment,
accountability behind strategy
• Greater emphasis on org. integrity
& transparency

#10 Develop Your Marketing Operations
Mindset & Competency
• Online, self-paced course on Marketing Operations 2.0 available
• Proven course taught in UC Extension System since 2008
• 4 modules, 9 classes providing deep overview of MO 2.0
• 10-minute demo available and more info available at
www.marketingoperations2.info

• A new breed of professionals focusing on efficiency and effectiveness
• An injection of left-brain thinking in Marketing
• A budding marriage with Sales, IT and others
• A predisposition towards strategy, guidance, process, metrics and
technology
• A great home for professionals with PM skills and experience!
Summary: MOving Organizations Forward

Summary: Why Become a MOtivator?
• Major leadership opportunity
• At the forefront of effecting enterprise change
• An integral part of the quest for innovation
• Fast track to personal growth, learning and accountability
• Focus on enterprise health and wellness, not reinforcing
entrenched dysfunction
• Win-win as a team
• Richer job or career satisfaction and rewards
• Apply your unique competencies where they can have big impact

We guide marketing organizations to become a value center
We are front-runners in Marketing Operations
to create a consultancy dedicated to Marketing Operations
to publish an article on MO
to create a college course on MO
to teach a professional symposium on MO
to conduct a benchmarking study of MO practices
1st
1st
1st
1st
1st
Companies we’ve influenced: (partial list)

Organization-wide efficiency and effectiveness raise
Marketing performance, agility and ROI
Ask us about our model for Marketing Maturity
Strategy: holistic vision, fact-based decision-making
Guidance: competency development, governance
Process: workflow, lean/six-sigma, supply chain
Metrics: profitability, predictive analytics, alignment
Technology: enterprise marketing / portfolio mgt
Ecosystem: collaboration with key stakeholders
Infrastructure: back-end integration of processes,
metrics, technology
Request your marketing maturity assessment and roadmap
ChangeMyMO@MOpartners.com

tel +1 408 243 7881
• Twitter.com/MOpartners
Twitter.com/MktgFuture
• Slideshare.net/MOpartnersCEO
• LinkedIn Groups:
Marketing Operations Partners
Marketing Operations Future
• Youtube.com/c/marketingfutureforum
MarketingFutureForum.com
Join@MarketingFutureForum.com
MarketingFutureForum.com
ChangeMyMO@MOpartners.com
Center your business on customers as the key to growth: accountability, alignment & agility

Marketing Operations: Hot New Playground for Project Managers

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Marketing Operations: Hot New Playground for Project Managers