tactical to transformational: the evolution of marketing operations

Tactical to Transformational: The Evolution of Marketing OperationsFeatured Analyst:

Craig MooreServices Director,

Marketing Operations Strategies

James ThomasCMO

Presenters

Agenda

Housekeeping • Questions? Use the

Question/Chat pane on GoToWebinar

• Technical Difficulties? Contact [email protected]

• The Evolving Role of Marketing Operations in strategy, infrastructure, enablement and accountability

• Strategy Alignment. How to align marketing strategy and investments to business goals and revenue performance

• Financial Planning. An overview of key financial planning perspectives that provide the basis for aligned measurement and performance

mailto:[email protected]

© 2014 SiriusDecisions. All Rights Reserved 4

Craig MooreService Director, Marketing Operations Strategies @cramoore | #sdwebinar

Up-leveling Marketing Operations for Improved Performance

Tactical or Transformational

Craig Moore, Service Director, Marketing Operations Strategies

How Do You Define Marketing Operations?


Marketing Operations Defined: Core Responsibilities

EnablementAccountability PlanningInfrastructure


Marketing Operations 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 OptimizationTechnology

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

ENABLEMENTSkills

Development

Workforce planning and organizational

design

Competency assessment

Functional competency

identification, development

planing

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


Marketing Operations Maturity ModelCategories Maturity Level

1 2 3 4 5Definition and Goals

Interlock (Alignment)

Processes and Procedures

Skills, Knowledge and Training

Technology and Tools

Measurement and Reporting


Marketing Operations Resource Allocation

Maturity Reporting Advanced Analytics Data Technol-

ogy Process Skills Dev. Budget Planning

ONE

TWO

THREE

FOUR

FIVE

Accountability Infrastructure Enablement Strategy

Strategic AlignmentAligning marketing strategy and investments to business goals and revenue performance


The Campaign Framework

The building of awareness, interest and urgency around a theme

The sourcing and nurturing of demand based on the theme

The help with progression of opportunities sourced by the theme

• Focus group• SWOT

analysis• Internal

survey

• Press release• Blog• Briefing

• White paper• Webcast• Trial

• Battlecard• Playbook• ROI tool

THE TACTICS

The knowledge building of external targets and internal audiences

Market Intelligenc

e

Reputation

Demand Creation

Sales Enablemen

t

THE PROGRAMS


Campaign Objectives

New Logo Retention

Up-sell Cross-sell

Sales in new accounts

Ensure existing customers retain existing commitments

Expand into new buying centers within existing logos

Expand in current buying centers within existing logos


Reputation

Demand Creation

Sales Enablement

Market Intelligence

Marketing Budget Allocation$

Headcount & Capex Programs

Campaigns

Campaign A Shared Services

Out of CampaignsC

ampa

ign

A

Cam

paig

n B

Cam

paig

n C

Cam

paig

n D Sha

red

Svc

Ann

ua l E

vent

Com

ms

Oth

er

Indu

stry

A

Indu

stry

B

Indu

stry

C

Hor

izon

tal

Cre

ativ

e S

ervi

ces

Ana

lyst

R

elat

ions Web

Pub

lic

Rel

atio

ns

R

DC

SE

MI

Campaign D

Indu

stry

A

Indu

stry

B

Indu

stry

C

Hor

izon

tal

40% 30%

55% 45%

70% 30%

40%

Illustrative Proportions

15% 15%

Taking a More Strategic Approach to Budgeting

14

SiriusPerspective:


Start with an allocation approach to budgeting, and fill in the detailswhen quarterly budgets are understood.

Top-down Meets Bottom-up

And Then to Quarters

Allocated to Program Families

Campaign Budget Campaign

Reputation Demand Creation

Q2 Q3 Q4

Sales Enablement

Market Intelligence

Q1

And Then Bottom-upto Execution Types

Global Development

Global Execution

Regional Execution

Regional Development


Budget Allocation Models – Pros and ConsSiriusPerspective: Money drives behavior. If you fund silos, that’s how they will behave.

Centralized

• Simple; ensures control

• Collaboration, communication and collective thinking are difficult

• Provides autonomy

• Collaboration is difficult; encourages “tin-cupping”.

Functional

• Aligned with sales & focused on execution

• Encourages geo-silos, redundancy, and short-term initiatives supporting deals

Geographic

• Less about how marketing is organized

• Focused on product, not customer

Product

• Focuses on portfolio of offerings that address customer needs

• Lacks balance across reputation, demand creation, sales enablement and MI

Solution

• Focuses on customer business needs. Funds initiatives, not silos.• Encourages sales, product and marketing collaboration.

Campaign

SiriusPerspective:


Budget

Sales/Geo•My Theatres•My Territories•My Channels

Product•My Offerings•My Initiatives

Function•Events Team•Web•Demand Center

Campaigns•Campaign 1•Campaign 2•Campaign 3

Everyone Has a Point of ViewIn order to manage a complex marketing budget effectively, there

must be several perspectives.

SiriusPerspective:


A Strategic Budgeting FrameworkA strategic budget aligns to corporate, sales and business unit strategies and establishes lines of communication with constituencies.

18

• Key corporate initiatives• Sales objectives by geo, channel, offer• BU introduction, growth, share or competitive goals

Aligned

• CampaignsAllocated

• Communication with marketing’s constituents• Executive, sales, BU and financeTransparent

• Effective bottom-up design• Budget operations system that manages day-to-dayManaged

James ThomasCMO, Allocadia@jthomas_44 | @allocadia

A Strategic Budgeting Framework

Visibility into your marketing investments and returns, all in one place

From Marketing Planning to Revenue Performance

DemoTurn theory into actionSD Framework into Allocadia

Turn your Marketing Strategy into Action: learn.allocadia.com/demo

Thank you.To see a demo of Allocadia, go to:learn.allocadia.com/demo

James ThomasCMO | Allocadia

[email protected]

@Jthomas_44

@allocadia

Craig MooreServices Director, Marketing

Operations Strategies

[email protected]

@cramoore @siriusdecisions




