An overview of how to most effectively utilize marketing operations to meet your company's goals. See https://ClearAction.com

1. Marketing Operations Best Practices
Journey to MO Maturity Study Highlights
GARY KATZ
VP MARKETING OPERATIONS

2. ClearAction Continuum
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Measure Marketing ROI &
Demonstrate Value
Balance of Marketing
Strategy & Tactics
Common Goals for Marketing Success
Tied to Other Groups
73%
60%
Justify Marketing’s Role &
Contribution to C-Level Executives
Marketing Processes Enable
Internal Efficiencies & Effectiveness
Collaboration & Synergy
Supported By Corporate Environment
Coordination of Shared Processes
Across Functions
Continuity to Maintain Institutional
Knowledge & Expertise
Assimilate & Integrate Resources
Obtained From M&A
57%
49%
42%
26%
22%
12%
6%
High-Priority MO Challenges Emphasize Metrics, Strategy, Cross-Functional
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

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Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
Unsupportive Culture
Lack of Follow-Through
Risk-Taking Penalties
Infrequent Delegation
Marketing Operations
Success Factors s Marketing Operations
Obstacles
Clarity & Consistency
Supportive Culture
Executive Buy-in
Performance Measurement
Process Refinement & Automation
Key Factors for MO Success Include Clarity,
Consistency, Support & Buy-in

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0% 50% 100%25% 75%
Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties
Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company
Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews
Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions
Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies
Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions
Group Memory Management Enduring repository of marketing information despite movement of individuals
40% 80%
45% 83%
34% 83%
45% 85%
31% 79%
36% 82%
35% 85%
Never
Practiced
Always
Practiced
Key:
X% At Inception of MO Function
| Current Performance
X% Mid-2008 Target
Accountability Plays Key Role in Journey to MO Maturity

5. ClearAction Continuum
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Management Between Reviews
Keeping a pulse on action items during
time period between marketing ops reviews
Balance of Strategic & Tactical Elements
Maintaining the big picture while making
day-to-day marketing execution decisions
Measure performance
Clear goals
Executive buy-in/support
Incentives or rewards
Clear goals
Follow-up
Employee development
Success Factors To-Date Success Factors Underway
Anticipate future trends
Employee development
Clear goals
Formal ops reviews
Executive buy-in and support
Low-risk environment or delegation
Follow-up
Formal ops reviews
Clear goals
Follow-up
Clear goals
Measurement or dashboard
Marketing Accountability
Setting specific commitments; tracking &
adjusting performance; rewards, penalties
© 2007 Source: Journey to Marketing Operations Maturity Benchmarking Study, Marketing Operations Partners
MO Maturity Journey Driven by Clear Goals, Formal Reviews

6. ClearAction Continuum
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Cross-functional interaction
Alignment with sales
Executive buy-in and support
Strive to understand others
Synergy With Stakeholders
Leveraging value from others who have a
stake in the outcome of marketing
strategies
Fact-Based Decision-Making
Using data from reliable sources as
key inputs to marketing decisions
Group Memory Management
Enduring repository of marketing
information despite movement of
individuals
Strive to understand others
Talk with other functional areas
Cross-functional interaction
Alignment with sales
Access to useful data
Supportive culture
Recap commitments
Access to useful data
Supportive culture
Measure & refine processes
Electronic repository
Business process mapping
Clear goals
Cross-functional communication
Electronic repository
Business process mapping
Clear goals
Cross-functional communication
Proliferation of Lessons Learned
Widespread sharing of best marketing
practices throughout the company
Formal ops reviews
Low-risk environment or delegation
Roles and development
Business process mapping
Formal ops reviews
Electronic repository
Metrics, incentives, development
© 2007 Source: Journey to Marketing Operations Maturity Benchmarking Study, Marketing Operations Partners
MO Maturity Journey Driven by Clear Goals, Formal Reviews
Success Factors To-Date Success Factors Underway

7. ClearAction Continuum
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Company Characteristics:
Marketing Charter & Stature:
1) Large companies build MO sophistication through process, automation,
measurement, and change management.
2) Midsize companies build MO sophistication through resource optimization
& processes addressing lead generation or compliance challenges.
3) Financial performance enables broader scope & more sophisticated MO.
4) Company maturity phase may not determine MO effectiveness.
5) Relative stature of Marketing & Sales organizations improves Marketing’s
ability to operate strategically, share knowledge, & leverage processes.
6) The balance between MO strategy & tactics relies on stakeholder
alignment, knowledge management, & accountability.
7) CMO tenure improves ability to move forward with key MO initiatives.
8) Selling model provides opportunities for MO added value.
Differences by …

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MO Function Characteristics:
9) Formality of MO function plays a role in Marketing’s
effectiveness & overall contribution to enterprise success.
10) Centralization of MO function facilitates balance between
corporate control & local authority.
11) The scope of MO function relates to Marketing’s self-reliance.
12) MO maturity stages evolve to embrace more strategic
mechanisms.
Differences by …

9. ClearAction Continuum
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Unique to
High Performers
Unique to
Poor Performers
• Focus
• Buy-in
• Information
• Effectiveness
• Knowledge
Management
• Campaign Management
• Dashboards
• Lead Management
• Process
• Incentives
• Communications
• Culture Management
• Metrics
• Best Practices
• Stakeholder Alignment
Commonalities
Campaign Management
Lead Management, Dashboards
Process, Incentives
Compared to Current Peer Group
(Poor Performer):
Compared to Aspirational Peer Group
(High Performer)
Effectiveness
Information
Buy-in, Focus, Knowledge Management
Example: Financial Performance Enables
Broader Scope & More Sophisticated MO

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ClearAction Continuum
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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

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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
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https://clearaction.com/marketing-maturity-mobilizes-mojo/
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
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Success@ClearAction.com

14. ClearAction Continuum
Ask about customer value performance momentum
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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

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We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
© 2019 ClearAction Continuum.

16. ClearAction Continuum
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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