How Marketing Operations can help your business overcome silos and achieve a higher ROI. See https://ClearAction.com

1. Influencing the Enterprise
Driving Strategic Impact Through Marketing
LYNN HUNSAKER
CHIEF CUSTOMER OFFICER

2. ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
What Silos Inhibit Your Effectiveness?
• What are the consequences?
– Resource mis-allocation
– Branding confusion
– Locked-up BKMs & scale
– People dependence
– Lost opportunities: agility
• What are the causes?
– Stand-alone management
– Lack of cross-functional inertia
& accountability
– Know-how to overcome silos

3. ClearAction Continuum
3© Copyright ClearAction Continuum. All rights reserved.
What Silos Inhibit Your Effectiveness?
• What are the consequences?
• What are the causes?
• How can silos be overcome?
– Systems thinking
– Change management
– Organizational learning
– Quality tools
– Balanced scorecards
– Customer-centric culture
+++ Marketing Operations

4. ClearAction Continuum
4© Copyright ClearAction Continuum. All rights reserved.
Marketing Operations: Overcome Silos
Buying
Acceleration
Customer
Profitability
Marketing
Scalability
Business
Intelligence
Strategy
Execution
Returnon
Marketing
Marketing Operations
 High-ROI Resource Allocation
 Branding Clarity
 Best Practices Scalability
 Process Excellence
 Agility for Emerging Opportunities

5. ClearAction Continuum
5© Copyright ClearAction Continuum. All rights reserved.
Systems Thinking for Big Picture
Holistic View
• Analogies
• Connectivity
• Framing
• Patterns
• Perspective
• Structure
LIKE …
Marketing Operations
Strategy
Execution

6. ClearAction Continuum
6© Copyright ClearAction Continuum. All rights reserved.
Change Management for Lasting Cooperation
Marketing Operations
Strategy
Execution

7. ClearAction Continuum
7© Copyright ClearAction Continuum. All rights reserved.
Organizational Learning for Agility
N.I.H.
?• Language
• Post-Mortem
• Politics
• Knowledge
• Proliferate
• Refine
Company = Team
Marketing Operations
Strategy
Execution

8. ClearAction Continuum
8© Copyright ClearAction Continuum. All rights reserved.
Marketing Operations for Higher ROI
Buying
Acceleration
Customer
Profitability
Marketing
Scalability
Business
Intelligence
Strategy
Execution
Return on
Marketing
ALIGNMENT
ACCOUNTABILITY
Free Marketing
from activity
treadmill,
opportunity cost,
waste
AGILITY
Propel Marketing
impact by
accommodating
emerging
opportunities, broad
CX innovation,
proactive role in
C-suite
MARKETING EFFICIENCY & EFFECTIVENESS
MarketingOperations

9. ClearAction Continuum
9
ClearAction Continuum
9
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

10. ClearAction ContinuumClearAction Continuum
10
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.

11. 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
1111
Customer value performance momentum
© 2019 ClearAction Continuum.
ClearAction Continuum

12. ClearAction Continuum
Ask about the marketing management maturity roadmap
ClearAction Continuum
12
https://clearaction.com/marketing-maturity-mobilizes-mojo/
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
© 2019 ClearAction Continuum. PROPRIETARY & CONFIDENTIAL.
Success@ClearAction.com

13. ClearAction Continuum
Ask about customer value performance momentum
ClearAction Continuum
13
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

14. ClearAction Continuum
14
ClearAction Continuum
We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
© 2019 ClearAction Continuum.

15. ClearAction Continuum
15
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.

16. ClearAction Continuum
Customer value performance momentum