course preview - marketing operations: tactical discipline to strategic vision
TRANSCRIPT
Marketing Operations 2.0:From 2010 Tactical Discipline
to 20/20 Strategic Vision
© 2011 Marketing Operations Partners
Course Overview
Massive Changes in Marketing
Marketing playing field is leveled
Low barriers, viral reach, competitiveness
New visions of stakeholder engagement & collaboration
© 2011 Marketing Operations Partners
Massive Changes in Marketing
Marketing playing field is leveled
Low barriers, viral reach, competitiveness
New visions of stakeholder engagement & collaboration
Stand out from the crowd
Embrace new models of engagement
Invest in driving force within
Apply engagement model both externally and internally
MO 2.0: systems approach & collaborative framework
© 2011 Marketing Operations Partners
Marketing Operations 2.0
Systems Approach
Collaborative Framework
MObilizing Force
© 2011 Marketing Operations Partners
Marketing Operations 2.0
Systems Approach
Collaborative Framework
MObilizing Force
Manages Transition from Old to New
Helps Organizations Stay in Integrity
© 2011 Marketing Operations Partners
Marketing Operations 2.0
Systems Approach
Collaborative Framework
MObilizing Force
Manages Transition from Old to New
Helps Organizations Stay in Integrity
Reinforces Strategy and Associated Tactics with:
Operational Muscle
Measurement Rigor
Holistic, Cross-Functional Alignment
© 2011 Marketing Operations Partners
Course Overview
Marketing Operations Evolution, Impact and PromiseModule 1
Developing Marketing Operations Competency
• Alignment Through Ecosystem ManagementModule 2
• Marketing Infrastructure for ResultsModule 3
The Journey to Marketing Operations MaturityModule 4
© 2011 Marketing Operations Partners
Challenges Tackled by Marketing Operations
Scaling for Growth
EnterpriseStrategic Agenda
Customer Profitability
Sales Acceleration
Accountability Alignment withStakeholders
MarketingIntelligence
© 2011 Marketing Operations Partners
Defining Marketing Operations
A Strategic Foundation for Marketing Excellence
A Holistic FrameworkAlignment Integration
A Best Practice Enabler Consistency Sustainability
An Operational DisciplineEfficiency Accountability
© 2011 Marketing Operations Partners
Best Practice MOdel for Sustainable Success
Marketing Operations Best Practice Framework
MetricsProcessGuidance
Infrastructure Management
Technology
Strategy
EcosystemAlignment
© 2011 Marketing Operations Partners
• Enterprise Strategic Objectives
• Gap Closing• Over some period
of time•Objective #1•Objective #2•Objective #3
• 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
SatisfactionSuccess!
START
Enabling Strategy
© 2011 Marketing Operations Partners
Big Investment, Heightened
Accountability
Dynamic Competitive
Market
Need to RaiseStrategic
Game
Determining Readiness for Dedicated MO
Cross-functionalAlignment
Critical
UnderMedia/
RegulatoryScrutiny
M & AIntegrationChallenges
EXTERNAL DRIVERS
VALUE DRIVERS
MOBILIZATION DRIVERS
© 2011 Marketing Operations Partners
Building the Marketing Operations Function
ChiefMarketing
Officer
Analytics
MO Leader/ Chief
Of Staff
Budget/PlanningCampaign Dev
Lead Nurturing Governance
Shared ServicesChannel Ops
Benchmarking
Voice of Customr
Process Design
Change Mgmt
Competency Dev
User Training
Data Mgmt
Metrics Definition
Knowledge Mgmt
Web Ops
Perform ImprvmtS&M Alignment IT Alignment
© 2011 Marketing Operations Partners
ProgramOffice
MarketingIntelligence
SalesEnablement
Best PracticeConsulting
Marketing IT Systems
Change ManagementCompetency DevelopmentEnterprise Metrics AlignmentOrg. Learning CatalystStrategic Management
Journey to Marketing Operations Maturity
Fundamental MO
Budget Management CRM Marketing ServicesVendor Management
Expanded MO
Sophisticated MO
Marketing AutomationBest PracticesRewards AlignmentProcess DesignKnowledge Management
© 2011 Marketing Operations Partners
Vision for Marketing Effectiveness
» Marketing a full partner to CEO, C-Suite
© 2011 Marketing Operations Partners
Vision for Marketing Effectiveness
» Marketing a full partner to CEO, C-Suite» Marketing drives:
• innovation• new market penetration• customer profitability
© 2011 Marketing Operations Partners
Vision for Marketing Effectiveness
» Marketing a full partner to CEO, C-Suite» Marketing drives:
• innovation• new market penetration• customer profitability
» Marketing owns sales lead process
© 2011 Marketing Operations Partners
Vision for Marketing Effectiveness
» Marketing a full partner to CEO, C-Suite» Marketing drives:
• innovation• new market penetration• customer profitability
» Marketing owns sales lead process» Marketing, once operationalized, leads the growth charge
© 2011 Marketing Operations Partners
MO 2.0: Tactical Discipline to Strategic Vision Download the online course now at
www.MarketingOperations2.info
Contact us …[email protected] Tel 1.408.243.7881 www.MarketingOperationsPartners.com
www.moFutureForum.com http://tinyurl.com/mofutureforum (LinkedIn Group)
Master MO 2.0!