For an updated version of this presentation: https://www.slideshare.net/clearaction/5-ts-of-marketing-ops-learning-org-to-increases-marketing-effectiveness-127189816
May 13, 2008 presentation at Henry Stewart Marketing Operations and Digital Asset Management Conference, by Gary Katz.
See https://ClearAction.com
5 Ts Of Marketing Ops: Learning Org to Increases Marketing Effectiveness
1. Applying Learning Organization Insights to
Increase Marketing Effectiveness
Building Upon the 5Ts
of Marketing Operations
Center your business on customers as the key to growth: accountability, alignment & agility
2. Measure Marketing ROI &
Demonstrate Value
Balance of Marketing
Strategy & Tactics
Common Goals for Marketing Success
Tied to Other Groups
73%
60%
Justify Marketingâs Role &
Contribution to C-Level Executives
Marketing Processes Enable
Internal Efficiencies & Effectiveness
Collaboration & Synergy
Supported By Corporate Environment
Coordination of Shared Processes
Across Functions
Continuity to Maintain Institutional
Knowledge & Expertise
Assimilate & Integrate Resources
Obtained From M&A
57%
49%
42%
26%
22%
12%
6%
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Biggest Marketing Operations Challenges
3. Unsupportive Culture
Lack of Follow-Through
Risk-Taking Penalties
Infrequent Delegation
Marketing Operations
Success Factors s Marketing Operations
Obstacles
Clarity & Consistency
Supportive Culture
Executive Buy-in
Performance Measurement
Process Refinement & Automation
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
MO Success Depends on Clarity, Consistency,
Winning Support & Buy-In
4. 0% 50% 100%25% 75%
Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties
Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company
Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews
Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions
Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies
Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions
Group Memory Management Enduring repository of marketing information despite movement of individuals
40% 80%
45% 83%
34% 83%
45% 85%
31% 79%
36% 82%
35% 85%
Never
Practiced
Always
Practiced
Key:
X% At Inception of MO Function
| Current Performance
X% Mid-2008 Target
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Accountability Underlies Improvement Effort
5. Strategy
⢠Change Management
⢠CMO Is Chief Strategy Officer
⢠Marketing Strategy
Is Enterprise Strategy
⢠Rolling & Long-Term Plan
⢠Strategic Management
Process
⢠Campaign/Lead Management
⢠Shared Processes
⢠Technology
⢠Knowledge Portals
⢠Metrics
⢠Dashboards & Scorecards
⢠Incentives
⢠Predictive Analytics
Guidance
⢠Alignment with Sales, Finance, IT
⢠Competency Development
⢠Culture of Measurement
& Accountability
⢠Executive Sponsorship
⢠Expanded Voice of Marketing
⢠Grassroots Buy-in
⢠Shared Vision
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MO Impact = Ability to Drive
Strategy, Change, Accountability
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
7. 1. Total Strategy
2. Techniques and Processes
3. Tracking & Predictive Modeling
4. Technology
5. Talent
4Ps 3Cs
Marketing
Effectiveness
5Ts
Source: Š 2007, Adrian Ott, Exponential EdgeŠ 2012 Marketing Operations Partners, Inc. All Rights Reserved.
More Recently, We Saw the Unveiling of the
5Ts of Marketing Operationsâ˘
8. The 5 Pâs +
The 3 Câs +
The 5 Tâs
= 13
The entry age into adulthood in certain cultures
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Addition of the 5 T`s is Marketing`s Rite of Passage
9. Discipline #1 - Personal mastery
Discipline #2 - Mental models
Discipline #3 - Shared vision
Discipline #4 - Team learning
Discipline #5 - Systems thinking
The 5 Dâs
Source: The Fifth Discipline:
The Art & Practice of the Learning OrganizationŠ 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Next Step in Marketing`s Evolution is to Embrace
Insight from Learning Organizations
10. ⢠Defined: A commitment to individual learning to develop proficiency; increasing
ability to clarify what is important, see current reality more clearly
⢠Related to Marketing Competency Development
⢠Significant implications for strategic planning, collaborative decision-making,
resource allocation, roles & responsibilities clarification, team dynamics, etc.
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Personal Mastery in MO
11. ⢠Defined: Questioning implicit assumptions underlying decision-making
processes
⢠Unconsciously controls what one perceives can and cannot be done
⢠Key skills: Surfacing, challenging mental models to make decision-making more
explicitly; balancing advocacy and inquiry
⢠Significant implications for strategic planning, socialization, achieving buy-in,
leveraging VoC, encouraging innovation, etc.
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Mental Models in MO
12. ⢠Defined: Winning individual and group buy-in for key initiatives by securing
enrollment, commitment, compliance
⢠Overcomes ambivalence, confusion, resistance, passive-aggressive behavior
⢠Significant implications for socialization, winning buy-in, mission and charter
definition, values clarification, cross-functional alignment, etc.
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Shared Vision in MO
13. ⢠Defined: Aligning individual and team learning through a commitment to a
balance of dialogue and discussion
⢠Overcomes âgroupthinkâ
⢠Facilitates breaking through internally-imposed barriers and âgettingâ the big
lesson
⢠Significant implications for decision-making, marketing competency
development, knowledge management, marketing intelligence, planning,
process design, socialization, program evaluation, etc.
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Team Learning in MO
14. ⢠Defined: Learning to view the system as a whole rather than focusing on
discrete parts
⢠Can be used to manage overwhelm from complexity and overcome âlearned
helplessnessâ
⢠Requires a balance of linear and non-linear thinking
⢠Significant implications in marketing intelligence, knowledge management, MO
assessments, product portfolio and marketing mix management, process
design, marketing IT, leveraging VoC, demonstrating return on marketing , etc.
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Systems Thinking in MO
15. 3 Câs
5 Pâs
5 Tâs
5 Dâs
The Power of 18
Š 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Adding the 5 D`s Leads to a New Level of Generative
Learning and Marketing Maturity
16. We guide marketing organizations to become a value center
We are front-runners in Marketing Operations
to create a consultancy dedicated to Marketing Operations
to publish an article on MO
to create a college course on MO
to teach a professional symposium on MO
to conduct a benchmarking study of MO practices
Š 2016 Marketing Operations Partners. All Rights Reserved.
1st
1st
1st
1st
1st
Companies weâve influenced: (partial list)
17. Š 2016 Marketing Operations Partners. All Rights Reserved.
Organization-wide efficiency and effectiveness raise
Marketing performance, agility and ROI
Ask us about our model for Marketing Maturity
Strategy: holistic vision, fact-based decision-making
Guidance: competency development, governance
Process: workflow, lean/six-sigma, supply chain
Metrics: profitability, predictive analytics, alignment
Technology: enterprise marketing / portfolio mgt
Ecosystem: collaboration with key stakeholders
Infrastructure: back-end integration of processes,
metrics, technology
Request your marketing maturity assessment and roadmap
ChangeMyMO@MOpartners.com
18. tel +1 408 243 7881
⢠Twitter.com/MOpartners
Twitter.com/MktgFuture
⢠Slideshare.net/MOpartnersCEO
⢠LinkedIn Groups:
Marketing Operations Partners
Marketing Operations Future
⢠Youtube.com/c/marketingfutureforum
MarketingFutureForum.com
Join@MarketingFutureForum.com
MarketingFutureForum.com
ChangeMyMO@MOpartners.com
Center your business on customers as the key to growth: accountability, alignment & agility