From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: The New Marketing Operations Archetypes: What Works and Why. PRESENTATION: The New [Digital] Marketing Operations Archetypes: What Works and Why - Given by Jason Heller, @jasonheller - CEO, Agiliti

1. The New [Digital]
Marketing Operations
Archetypes
Jason Heller
1
Aug 20, 2014

2. 20 year digital veteran
“Recovering” digital agency exec
CEO, Agiliti
External expert for McKinsey & Company
2
Context and background
@jasonheller

3. 3
Let’s stop the hyperbole and get practical

4. 4
That said …
84%
Agree that marketing is
undergoing a revolution
(Adobe survey 2014)
78%
Expect digital and mobile to transform their business within 5 years
(Accenture survey 2014)
61%
Marketers agree that their role will change within the next year
(Adobe survey 2014)

5. 5
Marketing transformation has measureable results
Organizations with “excellent” marketing capabilities outperform their market
(McKinsey research 2013)
2x – 3x
greater revenue growth

6. 6
Marketing transformation has measureable results
Companies that use customer analytics extensively
(McKinsey research 2013)
9x
outperform in loyalty
23x
outperform in customer acquisition
2x
outperform in profit

7. 7
The modern consumer is the catalyst for creating the modern marketing organization

8. Marketers and agencies must develop new capabilities and org structures to adapt to a data-driven, fast paced, consumer empowered world
UX of everything
Creating great content, and a lot of it
Managing a complex media ecosystem
Providing advanced analytics and insights
Collaboration and workflow
8

9. 9
Examples of how marketing’s role is expanding
Manage the entire evolving customer journey
Contribute to shaping business strategy
Influence product innovation
Involved in employee engagement
Involved in operationalizing big data and insights
Foster cross functional collaboration

10. 10

11. 11
Every organization
must become
more agile …

12. 12
“Culture eats strategy for breakfast”
- Peter Drucker

13. Curiosity may be the most important characteristic of a modern marketing organization

14. 14
Who is your cultural champion?
Prioritize transformation
Recruit a cross-functional steering committee
Secure funding and executive support
Protect and steward the transformation

15. 15
Digital marketing operations
Org
Capabilities
Process, governance
People, talent
Agencies
Technology
Strategic
Partners
Data Partners
Internal
External
Digital marketing operations and digital transformation must be viewed through a holistic lens

16. 16
Capabilities The tangible resources and intangible characteristics that enable the customer experience and create operational productivity
Capabilities
Identify gaps
Prioritize
Acceleration teams
Develop business cases
Continuous improvement

17. 17
Organization
There is no one size fits all solution
COE model
Hub and spoke model
Integrated model
Funding model
Service model
Functions and roles
“Legacy tax”

18. 18
Most common COE’s and new roles
Digital investment
Innovation
Social media
CRM
eCommerce
Digital platform
Analytics
Marketing technology
Customer experience
Mobile
Marketing operations
Technology focused
Customer focused
Operations
focused
Digital production
Content
Data science
CDO

19. 19
Marketing is no longer an island … Orchestration Collaboration Decision making
Marketing
IT
Sales
Finance
Strategy
HR
Legal
R&D

20. 20
Processes, governance
Processes
Implement agile processes, governance, standards, and the tool kits to help fuel innovation and impact

21. 21
People / talent
Manage your most valuable asset accordingly
People / talent
Recruiting
Skills, training
Culture, incentives
Engagement
Reward, growth

22. 22
Principles for a modern
marketing operating model
 Have discipline, rigor, scrutiny
 Be data driven
 Develop new capabilities
 Define new roles and functions
 Manage iterative processes
 Optimize resources & partnerships
 Evolve the culture

23. Thanks for listening!
Jason Heller
23
jason@agilitipartners.com
@jasonheller