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Marketing Operations: MObilizing Marketing For A Web 2.0 World

A sneak preview of my latest thinking, in which I parallel Web 2.0 and Marketing Operations. I have not presented this work live as of 5/11/09.

See https://ClearAction.com

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Marketing Operations: MObilizing Marketing For A Web 2.0 World

  1. 1. Marketing Operations 2.0: MObilizing Marketing for a Web 2.0 World GARY KATZ VP MARKETING OPERATIONS
  2. 2. 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
  3. 3. ClearAction Continuum 3© Copyright ClearAction Continuum. All rights reserved. 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
  4. 4. ClearAction Continuum 4© Copyright ClearAction Continuum. All rights reserved. Marketing Operations Best Practice Framework MetricsProcessGuidance Infrastructure Management Technology Strategy Ecosystem Alignment
  5. 5. ClearAction Continuum 5© Copyright ClearAction Continuum. All rights reserved. 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
  6. 6. ClearAction Continuum 6© Copyright ClearAction Continuum. All rights reserved. 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 ✓ ✓ ✓ ✓ ✓✓ ✓✓
  7. 7. ClearAction Continuum 7© Copyright ClearAction Continuum. All rights reserved. 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
  8. 8. ClearAction Continuum 8© Copyright ClearAction Continuum. All rights reserved. • 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
  9. 9. ClearAction Continuum 9© Copyright ClearAction Continuum. All rights reserved. Lack of Confidence in Business Intelligence Challenge: Converting Insight into Value Marketing Operations: Rising to the Challenge
  10. 10. ClearAction Continuum 10© Copyright ClearAction Continuum. All rights reserved. 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
  11. 11. ClearAction Continuum 11© Copyright ClearAction Continuum. All rights reserved. The Price of Acquiring & Keeping a Customer is Growing Challenge: Maximizing Customer Profitability
  12. 12. ClearAction Continuum 12© Copyright ClearAction Continuum. All rights reserved. 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
  13. 13. ClearAction Continuum 13© Copyright ClearAction Continuum. All rights reserved. Every Strategy/Budget Cycle -- a Free-for-All Challenge: Delivering the Strategic Agenda
  14. 14. ClearAction Continuum 14© Copyright ClearAction Continuum. All rights reserved. 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
  15. 15. ClearAction Continuum 15© Copyright ClearAction Continuum. All rights reserved. No or Slow - Growth... Disappointing Revenue Results Challenge: Accelerating Selling/Buying Process
  16. 16. ClearAction Continuum 16© Copyright ClearAction Continuum. All rights reserved. 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
  17. 17. ClearAction Continuum 17© Copyright ClearAction Continuum. All rights reserved. Marketing in Reaction Mode Challenge: Scaling Marketing for Growth
  18. 18. ClearAction Continuum 18© Copyright ClearAction Continuum. All rights reserved. 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
  19. 19. ClearAction Continuum 19© Copyright ClearAction Continuum. All rights reserved. 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
  20. 20. ClearAction Continuum 20© Copyright ClearAction Continuum. All rights reserved. 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
  21. 21. ClearAction Continuum 21© Copyright ClearAction Continuum. All rights reserved. Fundamental MO Expanded MO Sophisticated MO Budget Management CRM Marketing Services Measurement Vendor Management 3 Stages of Marketing Operations Maturity
  22. 22. ClearAction Continuum 22© Copyright ClearAction Continuum. All rights reserved. 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. ClearAction Continuum 23 ClearAction Continuum 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
  24. 24. 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.
  25. 25. 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 © 2019 ClearAction Continuum. ClearAction Continuum
  26. 26. ClearAction Continuum Ask about the marketing management maturity roadmap ClearAction Continuum 26 https://clearaction.com/marketing-maturity-mobilizes-mojo/ MetricsProcessGuidance Infrastructure Management Technology Strategy Ecosystem Alignment © 2019 ClearAction Continuum. PROPRIETARY & CONFIDENTIAL. Success@ClearAction.com
  27. 27. ClearAction Continuum Ask about customer value performance momentum ClearAction Continuum 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. Success@ClearAction.com
  28. 28. ClearAction Continuum 28 ClearAction Continuum We’re honored to influence these companies PARTIAL LIST OF CLIENTS © 2019 ClearAction Continuum.
  29. 29. ClearAction Continuum 29 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.
  30. 30. ClearAction Continuum Customer value performance momentum

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