For an updated version of this presentation: https://www.slideshare.net/clearaction/applying-marketing-operations-best-practice-framework-127189811 How to accelerate your roadmap to marketing operations excellence to optimize return on marketing investment. See https://ClearAction.com

1. Applying a Best Practice Framework
to Your Marketing Operations Function
Center your business on customers as the key to growth: accountability, alignment & agility

2. Ecosystem Alignment
Marketing Operations Best Practice Framework
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
MO Best Practice Framework

3. Marketing Operations Strategy = planning & decision-making processes
• Includes linkage of Marketing strategy to enterprise strategy
• Includes development of Marketing Operations roadmap to deliver Marketing
strategy
• Includes Marketing Operations reviews to check Marketing health and ensure
Marketing initiatives remain in alignment with Marketing (and enterprise)
strategy
• Key elements reinforcing strategy include cascading goals, change
management, environmental analysis, force-field analysis, go-to-market
planning, stakeholder analysis, SWOT, values, vision and mission
Defining Marketing Operations Strategy
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

4. Guidance = The integration of direction, knowledge, norms,
policies, procedures, systems and structures to feed
the development of process and metrics
• Other key guidance inputs include rules of engagement, lessons leaned,
best practices
• Key to effective alignment, knowledge sharing, learning and change
management
• Facilitates better decision-making
• Specifies competency development/training requirements
• Supports Marketing governance
Defining Guidance
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

5. Process = a series of organized transactions that convert input to
outputs (results). A defense against chaos.
• Analytics
• Bills of Materials
(BOMs)
• Brainstorming
• Brand Management
• Budget Approval
• Campaign/Program
Development
• Charter Definition
• Content Development
/Approval/Distribution
• Customer Experience
Management
• Product Launch /Go-to-
Market
• Product Lifecycle
Management
• Roles &
Responsibilities
Clarification
• Six Sigma
• Stock-keeping Units
(SKUs)
• Vendor management
• Workflow
• Customer References
• Field Communications
Forecasting
• Lean Enterprise
• Lead Management
• Market Research
Measurement Tracking
& Reporting
• Planning
• Purchasing
• Pricing
Example Marketing Operations processes include:
Defining Process
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

6. Metrics = standards of measurement against a specified level of
performance. Performance parameters.
• Typical activities include definition, alignment with enterprise metrics,
cascading accountability
• Metrics can be activity-based, operational, outcome-based, leading
indicators or predictive
Source: Laura Patterson, VisionEdge Marketing
High-level metrics and associated key performance indicators include:
Acquisition-related:
Market Share
Retention-related:
Lifetime Value
Monetization-related:
Brand Equity
• Share of preference
• Share of voice
• Share of distribution
• Rate of customer
acquisition
• Purchase frequency
• Share of wallet
• Customer duration
• Loyalty
• Price Premium
• Customer Franchise
• Rate of New Product
Acceptance
• Net Advocate Score
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Defining Metrics

7. Technology = tools that support Marketing activities
• At the individual, department, enterprise, and ecosystem levels
Types include:
• CRM
• Enterprise Marketing
Management
• Marketing Resource
Management
• Marketing Operations
Management
• Marketing Asset Management
• Campaign/Offer Management
• Lead Management/Nurturing
• Database and E-Mail
Marketing
• Digital Asset Management
• Content Management
• Knowledge Management
• Marketing Portals
• Dashboards & Scorecards
• Business Intelligence
• Predictive Analytics
Defining Marketing Operations Technology
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

8. Ecosystem = The host environment for Marketing Operations efforts
• Comprises the economic, social and political factors that drive or inhibit
goal achievement
• Includes the cross-functional interactions with stakeholders essential to
marketing success
• Alignment with stakeholders is key to successful ecosystems management
Defining the Marketing Operations Ecosystem
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

9. Infrastructure = integration of process, technology and metrics
• Provide the means to improve efficiency, effectiveness and accountability of
the Marketing function
• Reinforces optimization activities
• Enables achievement of the Marketing vision
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Defining Marketing Operations Infrastructure

10. 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
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Companies we’ve influenced: (partial list)

11. © 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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Center your business on customers as the key to growth: accountability, alignment & agility