Académique Documents
Professionnel Documents
Culture Documents
• Introduction
• What’s on your CMO’s Mind?
• Model for a Marketing Operations Center of Excellence
• Metrics and measurement of marketing programs
– Results from 2009 Lenskold Group study
• What can I do next?
• Questions and Answers
Primary or Secondary
Market Research PLAN OBJECTIVES
----------------------- GATHER/ANALYZE INFORMATION
REQUEST
Database Analytics IDEATION
----------------------- WRITE CREATIVE BRIEF
Past Results
Product Managers
SUPPLY BUILD Marketing Managers
Human Resources
Text Sales
Graphics Field Marketing
Video 1) Create, gather, edit
2) Integrate 3) Review & Approve Finance
Audio component materials
Manufacturing
Pictures Corp. Communication
Data Field Offices
Foreign Offices
Source: Existing, 4) Produce 5) Distribute
Created, Purchased
or Licensed
FULFILLMENT
6) Report and evaluate
CHANNEL
Mass Advertising
Digital Response or Direct Response
Knowledge
Asset Library Repository Action Website & Social Media
----------- ------------ Collateral
Content Manager KPI’s Packaging
Point-of-Sale
Creative
Marketing Planner Brief
Business Unit
--------------------- Messaging & Campaign/Program
-------------------
Review & Develop Media Plans Development
Need Identified
Marketing Charter
Media
Brief
Financial Investment
Agencies/Vendors
$2.5 Billion global software company with 375 products/16 product lines
• Problem: Marketing materials needed to support field sales activities were almost
never on-time, direct mail was dropping late, there was “chaos” and not order in the
MarCom area as priorities changed hourly. Late fees were the routine and staff was
stressed.
• Challenge: Establish a process that ensured all marketing materials are created and
distributed on time to meet marketing objectives.
• Solution
– Established standards and key milestones for each type of activity
– Established a quarterly planning process – forward looking 4 quarters (2/2)
– Built a home-grown Marketing Ops application that organized projects and
provided reports and status to all marketing stakeholders (published weekly on
Monday)
– Enlisted EVP Marketing to support change
Help
Improve Apply
People
Process Technology
Change
• Demonstrate value - Identify more accurately and conclusively the return on marketing
investment at all levels of detail
• Execute effective programs - Gather and analyze significant amounts of customer data
to enable greater insight into what customers need, and how and when they buy
• Execute programs efficiently - Gather and analyze operational and financial data to
improve the effectiveness of programs while driving down the cost of marketing
• Establish a corporate memory for Marketing - Preserve and protect staff knowledge
and marketing intellectual property, as well as digital assets, to ensure legal and contract
compliance, facilitate reusability and ensure continuity of plans and strategies across
years
Product &
Brand
Innovation
Marketing
Operations
Responsibility Advantage
“Chief of Staff” to the CMO Focus the CMO on strategy and innovation, but focus
a senior officer on marketing operations, including
finance
Marketing Governance Better manage the marketing investment portfolio and
ensure alignment of investment with corporate goals
Project Management Office Better manage marketing process and ensure “on
time, on budget” programs
XYZ Incorporated
• Email combined with websites, micro sites and landing pages has emerged as a “lower
cost” communication channel, which continues to drive the need for campaign
management, email processing software and web analytics
• Compliance and the need to manage and share knowledge, and protect a company’s
intellectual property, is driving the need for marketing systems of record
• Applications and data are often managed in their respective silos of marketing
functionality (i.e., direct marketing owns campaign management, IT owns the website,
customer services owns CRM)
Legend
CRM: Customer Relationship Marketing
ERP: Enterprise Resource Planning
COMPANY KPI: Key Performance Indicators
Ver 2.2 MOM: Marketing Operations Management
SFA: Sales Force Automation
Entity
Analytic
Tools
SFA Campaign Digital Marketing Procurement
CRM PR/Media
Database Mgmt ** Asset Operations ------------
Management Mgmt Mgmt Accounting
Application
KPI
Dashboards MARCOM
Sales Self-Service
Enablement
System
Corporate Marketing
Info Systems Data Mart
Optionally, could connect
directly to an ERP system
for replenishment of
packaging & print materials
(i.e., user manuals)
© 2007 MarketSphere Consulting LLC **Note: Companies operating Partner & Channel
Management programs use PRM solutions.
EMPLOYEES
“ We consistently see that the high performing marketing organizations tend to have
advantages in marketing operations, strengths in generating insights, and ROI discipline.”
s Study
Source: 2009 Lenskold Group / MarketSphere Marketing ROI and Measurements Study
Available at www.lenskold.com.
How would you describe your firm’s expected Which statement best describes your
growth relative to primary competitors? marketing effectiveness and efficiency?
0 10 20 30 40 50 0 10 20 30 40 50 60
Traditional Metrics Financial Metrics ROI Metrics Traditional Metrics Financial Metics ROI Metrics
Does your firm have a dedicated marketing Does your firm have a dedicated marketing
operations team or person in place to manage operations team or person in place to manage
resources, systems and processes? resources, systems and processes?
No No
Yes Yes
All Others Highly Effective & Efficient Slower Growth Greater Growth
Which of the following are responsibilities managed by the marketing operations team or
person?
Don't know
Other
Agency relations
Resource Website
LinkedIn Forums www.linkedin.com
(Marketing Operations, MOCCA, Chief Marketing Officer)
MOCCA http://www.moccabayarea.org/
(Marketing Operations Cross-Company Alliance)
Industry Analysts www.aberdeen.com
Aberdeen Group (Ian Michaels) www.forrester.com
Forrester Research (Suresh Vittal) www.gartner.com
Gartner Group (Kim Collins, PhD)
We bring together strategic advisors and technology experts who deliver results.