marketing operations: the engine behind predictive analytics
TRANSCRIPT
Marketing Operations: The Engine Behind Predictive Analytics
• Your metrics for success are ill-defined
• Your people are slammed
• Your institutional memory is leaky
• Your innovation and creativity are suffering fromconstipation
• 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: Why It`s Needed?
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
A systematic end-to-end operational discipline to:
• Drive efficiency, consistency, alignment, accountability
• Replicate best practices
• Build a foundation for Marketing Excellence
A holistic framework to apply processes, technology, guidance and metrics to run Marketing as a:
• Profit/value center
• Growth driver
• Change catalyst
• Fully-accountable business
Marketing Operations: A Definition
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Ecosystem Alignment
MetricsProcessGuidance
Infrastructure Management
Technology
Strategy
EcosystemAlignment
MO Best Practice Framework
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Scaling for Growth
EnterpriseStrategic Agenda
Customer Profitability
BuyingAcceleration
AccountabilityAlignment withStakeholders
MarketingIntelligence
© 2012 Marketing Operations Partners. All Rights Reserved.
Marketing Operations Sphere of Influence
1. Converting Insight into Value
2. Accelerating Sales/Buying Process
3. Scaling Marketing for Growth
4. Delivering Strategic Agenda
5. Maximizing Customer Profitability
6. Demonstrating Return on Marketing
Six Top Marketing Challenges and How MO Addresses Them
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Lack of Confidence inBusiness Intelligence
Challenge:Converting Insight into Value
© 2012 Marketing Operations Partners, Inc. 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 BreedsActionable Insight and Innovation
Solution:Converting Insight Into Value
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
No or Slow ‐ Growth...Disappointing Revenue Results
Challenge:Accelerating Selling/Buying Process
© 2012 Marketing Operations Partners, Inc. 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
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Marketing in Reaction Mode
Challenge:Scaling Marketing for Growth
© 2012 Marketing Operations Partners, Inc. 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
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Every Strategy/Budget Cycle‐‐ a Free‐for‐All
Challenge:Delivering the Strategic Agenda
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Catalyze Shared Vision
Strategy / Budget Cycles are Free‐for‐Alls
Ensure Message Integrity
Live the Brand
SocializeMarketing Change
MO RealizesStrategy
Solution:Delivering the Strategic Agenda
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Price of Acquiring & Keeping a Customer is Growing
Challenge:Maximizing Customer Profitability
© 2012 Marketing Operations Partners, Inc. 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
© 2012 Marketing Operations Partners, Inc. 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
© 2012 Marketing Operations Partners, Inc. 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
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Fundamental MO
Expanded MO
Sophisticated MO
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Budget Management CRM Marketing ServicesMeasurement Vendor Management
Predictive Analytics and Mo Maturity
Advanced Processes(LEAN, Six Sigma, Supply Chain) Change ManagementCompetency DevelopmentCustomer ProfitabilityEnterprise Marketing ManagementEnterprise Metrics AlignmentMarketing GovernancePortfolio ManagementPredictive AnalyticsShared VisionStrategic ManagementOrg. Learning Facilitation
Profile of MO Best Practices
• Marketing is likely the most hungry consumer of PA
• MO provides a robust application sandbox for PA
• MO may very well own the business case for PA
• If technology investment is part of the PA proposition (typical), MOmay well own the deployment process
• PA doesn’t operate in a vacuum – without MO to drive understandingand alignment and catalyze change, insight from PA may never translate to action
Why Predictive Analytics Needs MO
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
• PA enables MO to become more scientific, consistent, predictable
• PA is a powerful tool to help demonstrate Marketing’s value
• Helps focus on long-term initiatives, not just short-term results
• PA is key to aligning vision with metrics, forecasts with results
• PA is an indicator of MO maturity and an attribute of MO best practice
Why MO Needs Predictive Analytics
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
See What Marketing Ops Thought Leaders are Saying!
Benchmarking study:adopt best practices,
avoid pitfalls,build your MO roadmap!
MOpartners.com/resources/store
Follow our blog!
MOpartners.com/blog
tinyurl.com/Mktg-Ops
Online talk show with execs from Autodesk, Clorox,
Genworth, NetApp, … and more!
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Jump-start Your Organization’s Awareness of Marketing Operations Improvement OpportunitiesSocialize your assessment results through this coffee table book with more than 2 dozen analyses and recommendations. Excerpts from 88‐page MO:DNA report:
www.MOpartners.com/resources/MO-DNA© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Advance Your Expertise in Marketing Operations
1) Impact & Promise of Marketing Ops
2) Mobilizing Strategic Impact for Corporate Growth
3) Designing Marketing Infrastructure for Results
4) Journey to Marketing Ops Maturity
Marketing Operations Essentials: 4 modules available online, in‐person, or hybrid
www.MOpartners.com/resources/© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Join the Marketing Operations Future ForumThe Forum takes you on a discovery process that alters your viewpoint to manage any aspect of marketing more efficiently and effectively
www.MOfutureforum.com© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Let’s Keep in Touch!
tinyURL.com/MOfutureforum@[email protected]/Mktg-Ops
US +1 408 243 7881London +44 (0)20 7193 7682Singapore +65 8183 4022
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.