how marketo structures marketing operations
DESCRIPTION
The growth of marketing automation has coincided with marketing operations, making it a very strategic role representing an intersection of marketing, technology, and business process. In this presentation, you'll learn how to build out your marketing operations role and function, and structure your team.TRANSCRIPT
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
How Marketo Structures Marketing Ops
Patrick ChenSr. Marketing Ops ManagerMarketo
Page 2© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Quick Housekeeping
• Chat box is available if you have any questions• There will be time for Q&A at the end• We will be recording the webinar for future
viewing• All attendees will receive a copy of the slides
and the recording of today’s webinar
Page 3© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Hi, I’m Patrick
Page 4© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Rise of Marketing Ops
VentureBeat, March 2014 http://venturebeat.com/2014/03/18/the-rise-of-marketing-ops/
Page 5© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Staff Allocations in 2013
Page 6© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Staff Allocations in 2013
Marketing Ops at Marketo = 11%
Page 7© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Expanding Marketing Ops Role
Marketing Ops at Marketo = 11%
Page 8© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Ops Range of Responsibilities
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
Page 9© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Ops Range of Responsibilities
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Evolution of MOPS at Marketo
Page 11© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Org Structure in 2012
VP Marketin
g
MOPS MOPS MOPS MOPS
Page 12© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Responsibilities in 2012
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
Page 13© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Responsibilities in 2012
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
Page 14© 2014 Marketo, Inc. Marketo Proprietary and Confidential
MOPS at Marketo in 2012
• Characteristics• Small team meant many shared responsibilities• Closely aligned with SDR & DG teams• Agile marketing team with many Marketo veterans• Dedicated time to Best Practices and Training
• Lessons Learned• Prepare for next phase of growth• Form contingency plans
Page 15© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Org Structure in early 2013
VP Marketin
g
MOPS Revenue Ops Mgr
MOPS MOPS MOPS Sales Ops
Sales Ops
Sales Ops
Sales Ops
Sales Ops
Page 16© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Responsibilities in early 2013
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
Page 17© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Responsibilities in early 2013
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
Page 18© 2014 Marketo, Inc. Marketo Proprietary and Confidential
MOPS at Marketo in early 2013
• Characteristics• Tighter MOPS/SOPS alignment• More comprehensive data control across systems• Experienced post-IPO turnover
• Lessons Learned• Conflict in reporting alignment with Sales• MOPS/SOPS synergies just weren’t there
Page 19© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Org Structure in late 2013
VP Marketin
g
MOPS Manager
MOPS MOPS MOPS MOPS
Page 20© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Responsibilities in late 2013
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
Page 21© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Responsibilities in late 2013
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
Page 22© 2014 Marketo, Inc. Marketo Proprietary and Confidential
MOPS at Marketo in late 2013
• Characteristics• Specialized team support assignments• Redundant assignments for key roles• JIRA ticketing system• Increased international team support• Re-engineering of systems and processes
• Lessons Learned• Build for scale and efficiency• “Go-to” support point was a big win for other teams• Constantly reinvent and retrain
Page 23© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Org Structure Today
VP Marketing (Global)
MOPS Manager
Int’lMOPS
MOPS MOPS MOPS MOPS MOPS
Page 24© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Responsibilities Today
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
Page 25© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Responsibilities Today
CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process Optimization
Technology prioritization
and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENT
Skills Developmen
t
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planning
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
Page 26© 2014 Marketo, Inc. Marketo Proprietary and Confidential
MOPS at Marketo Today
• Characteristics• Specialized team assignments scaling well• Rotation of team assignments for proficiency & redundancy• Push capabilities into other teams• Marketo@Marketo guides, training, and certification• Dedicated International support
• Lessons Learned• Scaling means enabling others• More hands in the pot = need for tighter controls
Page 27© 2014 Marketo, Inc. Marketo Proprietary and Confidential
MOPS at Marketo Tomorrow
• Centralization vs De-Centralization• Global MOPS alignment
• Analytics/Reporting expansion• Marketing Operations for non-Marketing teams
Page 28© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Hiring
• What type of candidate?• Where to find them?
Page 29© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Takeaways
• MOPS is growing and expanding, be prepared• Evolution is natural, roll with it• Always keep an eye on tomorrow’s needs• Only you have the right answer for your team!
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Thank you!
@patkchen/in/patkchen