Marketing Operations Best Practice Framework
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How to accelerate your roadmap to marketing operations excellence to optimize return on marketing investment. See https://ClearAction.com
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Marketing Operations Best Practice Framework
- 1. Your Marketing Operations Function Applying a Best Practice Framework GARY KATZ VP MARKETING OPERATIONS
- 2. ClearAction Continuum 2© Copyright ClearAction Continuum. All rights reserved. Marketing Operations Best Practice Framework MetricsProcessGuidance Infrastructure Management Technology Strategy Ecosystem Alignment
- 3. ClearAction Continuum 3© Copyright ClearAction Continuum. All rights reserved. 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
- 4. ClearAction Continuum 4© Copyright ClearAction Continuum. All rights reserved. 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
- 5. ClearAction Continuum 5© Copyright ClearAction Continuum. All rights reserved. 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
- 6. ClearAction Continuum 6© Copyright ClearAction Continuum. All rights reserved. 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 Defining Metrics
- 7. ClearAction Continuum 7© Copyright ClearAction Continuum. All rights reserved. Technology = tools that support Marketing activities • At the individual, department, enterprise, and ecosystem levels Technology 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
- 8. ClearAction Continuum 8© Copyright ClearAction Continuum. All rights reserved. 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
- 9. ClearAction Continuum 9© Copyright ClearAction Continuum. All rights reserved. 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 Defining Marketing Operations Infrastructure
- 10. ClearAction Continuum 10 ClearAction Continuum 10 See the rest of this presentation in GETTING & KEEPING CUSTOMERS DRIVING GROWTH & INNOVATION DATA & METRICS THAT WORK CREATIVITY WITHIN BOUNDARIES DRIVING ACCOUNTABILITY & COMMITMENT GETTING EVERYONE ON THE SAME PAGE Join today: https://ClearAction.com/value-exchange Ask for a demo: Success@ClearAction.com
- 11. ClearAction ContinuumClearAction Continuum 11 Increase: Maximize: Decrease: • Follow-through • Ability to prioritize • Productivity of resources • Employee engagement • Strategic vs. tactical work • Resource acquisition • Stakeholder satisfaction • Stakeholder cooperation • Team collaboration • Right the first time • Job satisfaction • Continuity • Project stalls • Duplicated resources • Redundant efforts • Rework • Employee turnover • Alliance workloadAlignment (bridging silos) is the next frontier in CX ROI Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba, Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others ClearAction Value Exchange KPIs are multipliers on your CX investments SaaS for real-time personalized action plans to tackle these silos 30-minute bites AI-curated resources DIY and interactive VP-level to intern-level Shared vision Collective capability © 2019 ClearAction Continuum.
- 12. ClearAction Continuum ClearAction Continuum closes the brand-customer gap. ClearAction Value Exchange members in marketing & customer experience, care & success roles access real-time, 24x7, bite-sized personal solutions to navigate silos for customer value performance ClearAction Advisory clients strategically operationalize marketing & customer experience for scalability, resource productivity & enduring customer value performance 1212 Customer value performance momentum © 2019 ClearAction Continuum. ClearAction Continuum
- 13. ClearAction Continuum Ask about the marketing management maturity roadmap ClearAction Continuum 13 https://clearaction.com/marketing-maturity-mobilizes-mojo/ MetricsProcessGuidance Infrastructure Management Technology Strategy Ecosystem Alignment © 2019 ClearAction Continuum. PROPRIETARY & CONFIDENTIAL. Success@ClearAction.com
- 14. ClearAction Continuum Ask about customer value performance momentum ClearAction Continuum 14 DNA MASTER PLAN™ STRATEGIC RENEWAL™ CLEARACTION VALUE EXCHANGE™ DNA ACTIVATION™ MARKET RESPONSIVENESS INDEX™ DX AGILITY™ DNA TRANSFORMATION™ DX ALTITUDE™ RACE™ (RAPID ANALYTICS CUSTOMER ENVIRONMENT) VOX MODERNIZED™ VOX ACTIONABILITY™ SHARKTΛINK™ CX growth aspirations: Business results via trust-building Consistency via silo-bridging All-employee engagement Prevention and anticipation CX as managerial context Profit impact in daily decisions https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum. Success@ClearAction.com
- 15. ClearAction Continuum 15 ClearAction Continuum We’re honored to influence these companies PARTIAL LIST OF CLIENTS © 2019 ClearAction Continuum.
- 16. ClearAction Continuum 16 ClearAction Continuum ClearAction clients’ experiences Because each of the ClearAction team members managed CX in B2B for a number of years, they provided personal examples and practical tools that could be implemented right away. It was incredibly beneficial for us to work with them for several occasions. They elevated our collective knowledge and helped us achieve a higher level of CX maturity. – A. Chu, Dir Customer Experience ClearAction is an expert in business operations and has been an invaluable resource for us to learn best-practices in many areas. They taught us things that would not readily cross our minds, but after they explain, it makes total sense, and this increased our efficiency and accuracy in many areas. I highly recommend ClearAction. – K. Van Diepen, Dir Marketing Communications ClearAction has been at the forefront of helping companies like ours reduce chaos, maximize resources and achieve impactful results. They’ve provided mission-critical guidance to begin the process of building a strong marketing operations function that supports our company’s growth, scale and continuous improvement objectives. – K. Chalmers, Dir Marketing Operations © 2019 ClearAction Continuum.
- 17. ClearAction Continuum Customer value performance momentum