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Best Practices in Marketing Operations

An overview of how to most effectively utilize marketing operations to meet your company's goals.

See https://ClearAction.com

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Best Practices in Marketing Operations

  1. 1. Marketing Operations Best Practices Journey to MO Maturity Study Highlights GARY KATZ VP MARKETING OPERATIONS
  2. 2. ClearAction Continuum 2© Copyright ClearAction Continuum. All rights reserved. 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
  3. 3. ClearAction Continuum 3© Copyright ClearAction Continuum. All rights reserved. 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
  4. 4. ClearAction Continuum 4© Copyright ClearAction Continuum. All rights reserved. 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. 5. ClearAction Continuum 5© Copyright ClearAction Continuum. All rights reserved. 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. 6. ClearAction Continuum 6© Copyright ClearAction Continuum. All rights reserved. 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. 7. ClearAction Continuum 7© Copyright ClearAction Continuum. All rights reserved. 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 …
  8. 8. ClearAction Continuum 8© Copyright ClearAction Continuum. All rights reserved. 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. 9. ClearAction Continuum 9© Copyright ClearAction Continuum. All rights reserved. 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
  10. 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. 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. 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. 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. 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. 15. ClearAction Continuum 15 ClearAction Continuum We’re honored to influence these companies PARTIAL LIST OF CLIENTS © 2019 ClearAction Continuum.
  16. 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. 17. ClearAction Continuum Customer value performance momentum

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