Full Presentation Video: https://www.youtube.com/watch?v=Id1xfYvIiJE Slides are from Edward Unthank's 2018 Marketo Summit Presentation "How to Build a Marketing Operations Center of Excellence" with Andy Varshneya Overview: With company growth comes increased demands on the marketing team, specifically the marketing operations team. In this session, you will learn what it takes to scale your marketing operations team with the company in a way that maintains discipline, yet allows your team to continue operating with the agility of a marketing team 1/10th the size.

1. How to Build a Marketing
Operations Center of
Excellence
Andy Varshneya
Optimizely
Sr. Manager, Marketing
Operations and Digital
Advertising
Edward Unthank
Etumos
Founder & CEO

2. Agenda
What is it? Why Do it?
How? Takeaways
https://etumos.com/nextlevel?utm_
campaign=coe&utm_source=bye+yall

3. Howmanyfull-timeMOPS
peopledoesyourorganization
have???

4. Why did we need a CoE?
Limited
resources
Shifting
priorities
Slipped
deadlines
Inconsistent
branding

5. What is a Center of Excellence?
A Center of Excellence (CoE) is a shared resource that provides:
Best-
practices
Scalability Support
& training
Leadership

6. Is already working
on it?
Needs it now?
…is not sure why
you are here..?
Whohere….

7. Increaseefficiency
S T E P
11

8. Visit Booth #541 for
a free download
Master Email Template 2.0
Guaranteed
on-brand
Clone into
programs
Modular

9. Program Templates
Tokenized Prescriptive
Bottled best-
practices
Menu of
other options

10. Increaseinternal
flexibility
S T E P
22

11. A Menu of Campaign Options
Modules
Pre-Defined
Audiences
Bottled best-
practices
Aesthetic
Choices

12. Project Management Setup
Project
Management
Tools
Request
Ticket
Templates
Redlines

13. Project
Management

14. Increasealignmentand
visibility
S T E P
33

15. Change Management and Processes
PM Tools
Support
Ticket
Templates
Content
Hand-off
Templates
Weekly
Alignment
Exercises
Documentation,
documentation,
documentation

16. SLAs
Win-Win
Marketing Email
Webinar
Small Event
Large Event
Content
List Import
2 Business Days
7 Business Days; 1 month ahead of event
7 Business Days; 1 month ahead of event
21 Business Days; 3 months ahead of event
3 Business Days
2 Business Days

17. Key Learnings
ž Landing Page and Email Templates
ž Program Templates
ž Project Management Ticketing
ž Change Management
ž 2-Way Communication with Stakeholders
ž Document, document, document

18. Edward Unthank &
Andy Varshneya
Thank You
https://etumos.com/nextlevel?utm_
campaign=coe&utm_source=bye+yall