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TRANSCRIPT
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Get Rigorous:Deconstructing the Discipline of Legal Marketing Operations
Jennifer Scalzi
Gordon Braun-Woodbury
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Housekeeping
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Today’s Presenters
Jennifer ScalziFounder and CEO, Calibrate Legal
Gordon Braun-WoodburyConsultant, Calibrate Legal
About Calibrate Legal
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Sophisticated Talent (J. Johnson Executive Search)
Place impact players who hire, train, market and retain talented lawyers, enabling firms to
achieve sustainable revenue growth
Purposeful LeadershipEquip law firm leaders to be and lead the
change needed to propel their firms into the next generation of legal services
Data Driven OperationsHelp law firm leaders measure and improve
performance, and establish a definitive return on human capital investment to
inform future strategy.
We partner with law firms to help them achieve optimal performance from their business services teams
to elevate their impact on bottom line revenue.
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Get Rigorous
Measure AlignCost
Revenue�
What is Marketing Operations?
The rapidly growing discipline of Marketing Operations seeks to increase marketing efficiency and agility, and to measure, in a continuous and systematic way, how the Marketing/BD function helps businesses grow revenue.
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“”
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CMOStrategy
Growth
Operations
ProductContent & Creative
Community
The Place of Marketing Operations
• Customer data management• Marketing automation• Web development• Marketing analytics• Planning/budgeting• Project management• Technology stack
INTERFACE TO PRODUCT DEVELOPMENT
INTERFACE TO SALES / BUSINESS DEVELOPMENT
• Product marketing• Customer experience • Market research• Competitive analysis• Government relations
• Brand management• Content management• Creative Services
INTERFACE TO IT• PR• Social media• Influencers• Analyst relations• Gov’t relations
• Client Segmentation• Demand Gen• Sales Funnel• Pursuits• Events
Source: Chiefmartec.com
4 Reasons Why It’s Important
2Create
efficiencies
3Make better
decisions 4Improve team’s focus
1Demonstrate
MarketingROI
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Poll: What are you trying to achieve?
Your Journey to Marketing Operations
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Gordon’s Story: Marketing Scorecard
Taking Action
ACT
ction
hanges
hings
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1. Find Out Where You Are Spending Time
Task
Form
Paperwork
Approval
2. Focus on the Critical Stuff
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3. Build Your Marketing Service Catalog
4. Adopt KPIs and Measurement
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5. Focus Your Metrics with User Stories
6. Make Friends With Your CIO
CIOs
+A new equation:
Marketing InformationTechnology
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7. Document Your Martech Stack
8. Reduce the Crazy: Marketing Workflow
