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Core Competencies of the Marketing Operations Leader

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The slides from the Core Competencies of the Marketing Operations Leader webinar, by Bizible.

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Core Competencies of the Marketing Operations Leader

  1. 1. Core Competencies Of The Marketing Operations Leader With Eva Sharf
  2. 2. Eva Sharf Attribution Analyst and Paid Media Manager PRESENTER Andrew Nguyen Content Marketer HOST Welcome!
  3. 3. Marketing Operations: What We Think We Do
  4. 4. Marketing Operations: What We Really Do
  5. 5. Success In Marketing Operations 1. Be the marketing technology consultant 2. Execute like a scientist 3. Deliver the right metrics Us
  6. 6. Success In Marketing Operations = 1. Be the marketing technology consultant 2. Execute like a scientist 3. Deliver the right metrics Our Organization Us ● Alignment between sales and marketing against pipeline and revenue contribution ● Helping the organization become tech savvy ● Efficient and effective management of the sales and marketing funnel
  7. 7. Success In Marketing Operations = 1. Be the marketing technology consultant 2. Execute like a scientist 3. Deliver the right metrics Us
  8. 8. Be The Marketing Technology Consultant ● Understand the value of your existing marketing technologies
  9. 9. Be The Marketing Technology Consultant ● Understand the value of your existing marketing technologies ● Focus on Accountability and Lesson Learning when evaluating martech
  10. 10. Be The Marketing Technology Consultant Impact evaluation Cost/benefit analysis Martech Evaluation Purpose: Accountability
  11. 11. Be The Marketing Technology Consultant Impact evaluation Cost/benefit analysis Needs assessment Process evaluation Martech Evaluation Purpose: Accountability and Lesson Learning
  12. 12. ● Make better use of the technology budget When We Measure The Value Of Martech We...
  13. 13. ● Make better use of the technology budget ● Provide teams with the right tools When We Measure The Value Of Martech We...
  14. 14. ● Make better use of the technology budget ● Provide teams with the right tools ● Become the martech consultant When We Measure The Value Of Martech We...
  15. 15. You Have The Right Technology. Now What?
  16. 16. Execute Like A Scientist!
  17. 17. Execute Like A Scientist!
  18. 18. Execute Like A Scientist!
  19. 19. Execute Like A Scientist!
  20. 20. Present Your Research Findings
  21. 21. Present Your Research Findings Always include: ● A clear path to greater ROI or efficiency ● The alternative options ● A comparison of short and long-term costs and benefits
  22. 22. How do you deliver the best information?
  23. 23. Support a great customer experience Actions Deliverables Deliver key customer insights Deliver The Right Metrics
  24. 24. Support a great customer experience Train the marketing team on understanding the data and how to use it to measure marketing performance Deliver key customer insights Deliver the key metrics to decision makers Deliver The Right Metrics Actions Deliverables
  25. 25. Support a great customer experience Train the marketing team on understanding the data and how to use it to measure marketing performance Govern and implement well- designed analyses Deliver key customer insights Deliver the key metrics to decision makers Enable better decision making with key insights Deliver The Right Metrics Actions Deliverables
  26. 26. Actions Deliverables Support a great customer experience Train the marketing team on understanding the data and how to use it to measure marketing performance Govern and implement well- designed analyses Deliver key customer insights Deliver the key metrics to decision makers Enable better decision making with key insights Deliver The Right Metrics
  27. 27. Action Items To Get Us There ● Decide on the data warehouse (e.g. CRM vs. Marketing Automation) ● Ask stakeholders what kind of reporting and metrics would help in decision making ● Create role specific dashboards
  28. 28. We’ll Need The Core Marketing Technologies ● Channel analytics & web analytics ● Marketing Automation ● CRM ● Attribution
  29. 29. How Attribution Supports Marketing Operations Success
  30. 30. 10% Other touchpoints 30% 30% 30% W-Shaped
  31. 31. 10% 22.5% 22.5% 22.5% 22.5% Full-path Other touchpoints
  32. 32. Success In Marketing Operations 1. Be the marketing technology consultant 2. Execute like a scientist 3. Deliver the right metrics [BONUS] 4. Implement the core marketing operations technologies
  33. 33. Poll Time
  34. 34. Any Questions?
  35. 35. Thank you!

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