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Marketing Operations: Apply Your
PM Skills to a Hot New Career Path
Center your business on customers as the key to growth: accountability, alignment & agility
About Your Guide: Gary M. Katz
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• 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
• Quick Self-Assessment Exercise
• What’s Possible?
• The Enormity of the Challenge
• What is Marketing Operations 2.0?
• Six Top Marketing Challenges and How MO Tackles Them
• Competencies and Skills Sorely Needed in Marketing
Operations Today
• BREAK
• 10 Steps You Can Take to Fuel Marketing Excellence
• MOving Organizations Forward
• Why Become a MOtivator
Seminar Agenda
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
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
© 2016 Marketing Operations Partners. All Rights Reserved.
1st
1st
1st
1st
1st
Companies we’ve influenced: (partial list)
© 2016 Marketing Operations Partners. All Rights Reserved.
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

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Marketing Operations: Applying Project Management Skills

  • 1. Marketing Operations: Apply Your PM Skills to a Hot New Career Path Center your business on customers as the key to growth: accountability, alignment & agility
  • 2. About Your Guide: Gary M. Katz © 2012 Marketing Operations Partners, Inc. All Rights Reserved. • 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. • Quick Self-Assessment Exercise • What’s Possible? • The Enormity of the Challenge • What is Marketing Operations 2.0? • Six Top Marketing Challenges and How MO Tackles Them • Competencies and Skills Sorely Needed in Marketing Operations Today • BREAK • 10 Steps You Can Take to Fuel Marketing Excellence • MOving Organizations Forward • Why Become a MOtivator Seminar Agenda
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  • 22. Challenge: Converting Insight into Value Marketing Operations: Rising to the Challenge Lack of confidence in business intelligence
  • 23. 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
  • 24. Challenge: Maximizing Customer Profitability The Price of Acquiring & Keeping a Customer is Growing
  • 25. 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
  • 26. Challenge: Delivering the Strategic Agenda Every Strategy/Budget Cycle — a Free-for-All
  • 27. Catalyze Shared Vision Ensure Message Integrity Live the Brand Socialize Marketing Change Solution: Delivering the Strategic Agenda MO Realizes Strategy
  • 28. Challenge: Accelerating Selling/Buying Process No or Slow Growth Disappointing Revenue Results
  • 29. 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
  • 30. Challenge: Scaling Marketing for Growth Marketing in Reaction Mode
  • 31. Diagnose Marketing Health Architect Enabling Shared Processes Optimize Marketing Investment Develop Marketing Competency Solution: Scaling Marketing for Growth MO Mobilizes Resources
  • 32. “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
  • 33. 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
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  • 54. 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 © 2016 Marketing Operations Partners. All Rights Reserved. 1st 1st 1st 1st 1st Companies we’ve influenced: (partial list)
  • 55. © 2016 Marketing Operations Partners. All Rights Reserved. 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
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