Marketing Operations: MObilizing Marketing For A Web 2.0 World

Marketing Operations 2.0:
MObilizing Marketing for a Web 2.0 World
GARY KATZ
VP MARKETING OPERATIONS

ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
7 Deadly Sins, Letterman-Style
• Your metrics for success are ill-defined
• Your people are slammed
• Your institutional memory is leaky
• Your innovation and creativity are suffering from constipation
• Your team, cross-functional or supplier relationships are poorly-
aligned
• Your decision-making process is tough to justify
• Your marketing portfolio is not delivering expected results

Marketing Operations. The Yin to Web 2.0`s Yang
• New initiatives, tools strengthen operational muscle, agility
• Holistic framework mobilizes x-functional alignment,
accountability behind strategy
• Greater emphasis on org. integrity & transparency

Marketing Operations Best Practice Framework
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment

Is Marketing Truly Aligned with Your Enterprise Strategy?
Enterprise
Strategic
Objectives
• Gap Closing
• Over some
period of time
• Objective #1
• Objective #2
Decisions &
Doing
• Investments
• Measures
• Programs
• Initiatives
• Activities
• Alignment
Gaps to Close
•Priorities
•Leverage
•Now vs. Later
Goals & Gaps
• Economic
• Experience
• Business
(ethics,
principles,
values)
Alignment of
Stakeholders
with each
other
Balanced
Returns to
Each
Stakeholder
Maximum
Overall
Satisfaction
Success!
START

Defining Marketing Operations 2.0
A Strategic Foundation for Marketing Excellence
A Holistic Framework
Alignment Integration
A Best Practice Enabler
Consistency Sustainability
An Operational Discipline
Efficiency Accountability
MO 1.0 MO 2.0
✓
✓
✓
✓
✓✓
✓✓

Focus on Most Leverage-able Areas to Optimize
Marketing Effectiveness
Scaling for
Growth
Enterprise
Strategic
Agenda
Customer
Profitability
Buying
Acceleration
Accountability
Alignment with
Stakeholders
Marketing
Intelligence

• Converting insight into value (marketing intelligence)
• Accelerating sales/buying process (sales acceleration)
• Scaling marketing for growth
• Delivering strategic agenda
• Maximizing customer profitability
• Demonstrating return on marketing (accountability)
Six Top Marketing Challenges & How MO Addresses Them

Lack of Confidence in
Business Intelligence
Challenge:
Converting Insight into Value
Marketing Operations: Rising to the Challenge

Lack of Confidence in
Business Intelligence
Benchmark Best
Practices
Validate
Market Demand
Assess
Insight/
Opportunity Gaps
Baseline What We
Know/What We
Don’t
MO Breeds
Actionable
Insight and
Innovation
Solution:
Converting Insight Into Value

The Price of Acquiring & Keeping
a Customer is Growing
Challenge:
Maximizing Customer Profitability

The Price of Acquiring &
Keeping
Customers is Growing
Calculate Customer
Lifetime Value
Capture Customer
Decision Drivers
Win Back
At-Risk Customers
Mobilize to
Meet Customer
Expectations
MO
Delivers
Customer
Experience
Solution:
Maximizing Customer Profitability

Every Strategy/Budget Cycle
-- a Free-for-All
Challenge:
Delivering the Strategic Agenda

Catalyze
Shared Vision
Strategy / Budget Cycles
are Free-for-Alls
Ensure Message
Integrity
Live the
Brand
Socialize
Marketing Change
MO
Realizes
Strategy
Solution:
Delivering the Strategic Agenda

No or Slow - Growth...
Disappointing Revenue Results
Challenge:
Accelerating Selling/Buying Process

No or Slow Growth
Integrate
Buying/Selling
Cycle
Feed Sales
Pipeline
Optimize Sales/
Marketing
Hand-offs
Leverage Loyalty
Assets
MO Aligns
Sales/
Marketing
Effort
Solution:
Accelerating Selling/Buying Process

Marketing in Reaction Mode
Challenge:
Scaling Marketing for Growth

Marketing in Reaction Mode
Diagnose Marketing
Health
Architect Enabling
Shared Processes
Optimize Marketing
Investment
Develop Marketing
Competency
MO
MObilizes
Resources
Solution:
Scaling Marketing for Growth

Marketing on Defensive
to Show Contribution
“Much of what marketing can contribute right now is seen as less tangible
because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America
Challenge:
Demonstrating Return on Marketing

Marketing on
Defensive
To Show
Contribution
Align
Marketing/Enterprise
Objectives
Track Individual and
Team Performance
Fine-tune Forecasting
thru Predictive
Analytics
Define and Track
Key Metrics via
Dashboards
MO Enables
Account-
ability
Solution:
Demonstrating Return on Marketing

Fundamental MO
Expanded MO
Sophisticated MO
Budget Management
CRM
Marketing Services
Measurement
Vendor Management
3 Stages of Marketing Operations Maturity

For Marketing Professionals:
• Stronger position during budget scrutiny
• Part of a learning-oriented environment
• Better utilization of your unique talents
• Greater job satisfaction
Benefits of New MO
For CMOs:
• Injection of left-brain thinking
• Shift of priorities from short- to long-term
• An operational partner, a Chief of Staff
• Increased tenure
For CEOs:
• Better x-functional alignment
• Decreased employee, customer churn
• Greater contribution from marketing
• Win in the market

23
23
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

ClearAction ContinuumClearAction Continuum
24
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.

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
2525
Customer value performance momentum

Ask about the marketing management maturity roadmap
26
https://clearaction.com/marketing-maturity-mobilizes-mojo/
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
© 2019 ClearAction Continuum. PROPRIETARY & CONFIDENTIAL.

Ask about customer value performance momentum
27
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.

28
We’re honored to influence these companies
PARTIAL LIST OF CLIENTS

29
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

Customer value performance momentum

Marketing Operations: MObilizing Marketing For A Web 2.0 World

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