How to Build a Marketing Operations Center of Excellence (Edward Unthank, Marketo Summit)

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Full Presentation Video: https://www.youtube.com/watch?v=Id1xfYvIiJE Slides are from Edward Unthank's 2018 Marketo Summit Presentation "How to Build a Marketing Operations Center of Excellence" with Andy Varshneya Overview: With company growth comes increased demands on the marketing team, specifically the marketing operations team. In this session, you will learn what it takes to scale your marketing operations team with the company in a way that maintains discipline, yet allows your team to continue operating with the agility of a marketing team 1/10th the size.

Marketing

Agenda
What is it? Why Do it?
How? Takeaways
https://etumos.com/nextlevel?utm_
campaign=coe&utm_source=bye+yall

Howmanyfull-timeMOPS
peopledoesyourorganization
have???

Why did we need a CoE?
Limited
resources
Shifting
priorities
Slipped
deadlines
Inconsistent
branding

What is a Center of Excellence?
A Center of Excellence (CoE) is a shared resource that provides:
Best-
practices
Scalability Support
& training
Leadership

Is already working
on it?
Needs it now?
…is not sure why
you are here..?
Whohere….

Program Templates
Tokenized Prescriptive
Bottled best-
practices
Menu of
other options

A Menu of Campaign Options
Modules
Pre-Defined
Audiences
Bottled best-
practices
Aesthetic
Choices

Project Management Setup
Project
Management
Tools
Request
Ticket
Templates
Redlines

Increasealignmentand
visibility
S T E P
33

Change Management and Processes
PM Tools
Support
Ticket
Templates
Content
Hand-off
Templates
Weekly
Alignment
Exercises
Documentation,
documentation,
documentation

SLAs
Win-Win
Marketing Email
Webinar
Small Event
Large Event
Content
List Import
2 Business Days
7 Business Days; 1 month ahead of event
7 Business Days; 1 month ahead of event
21 Business Days; 3 months ahead of event
3 Business Days
2 Business Days

Key Learnings
ž Landing Page and Email Templates
ž Program Templates
ž Project Management Ticketing
ž Change Management
ž 2-Way Communication with Stakeholders
ž Document, document, document

Edward Unthank &
Andy Varshneya
Thank You
https://etumos.com/nextlevel?utm_
campaign=coe&utm_source=bye+yall

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How to Build a Marketing Operations Center of Excellence (Edward Unthank, Marketo Summit)

1. How to Build a Marketing Operations Center of Excellence Andy Varshneya Optimizely Sr. Manager, Marketing Operations and Digital Advertising Edward Unthank Etumos Founder & CEO

2. Agenda What is it? Why Do it? How? Takeaways https://etumos.com/nextlevel?utm_ campaign=coe&utm_source=bye+yall

3. Howmanyfull-timeMOPS peopledoesyourorganization have???

4. Why did we need a CoE? Limited resources Shifting priorities Slipped deadlines Inconsistent branding

5. What is a Center of Excellence? A Center of Excellence (CoE) is a shared resource that provides: Best- practices Scalability Support & training Leadership

6. Is already working on it? Needs it now? …is not sure why you are here..? Whohere….

7. Increaseefficiency S T E P 11

8. Visit Booth #541 for a free download Master Email Template 2.0 Guaranteed on-brand Clone into programs Modular

9. Program Templates Tokenized Prescriptive Bottled best- practices Menu of other options

10. Increaseinternal flexibility S T E P 22

11. A Menu of Campaign Options Modules Pre-Defined Audiences Bottled best- practices Aesthetic Choices

12. Project Management Setup Project Management Tools Request Ticket Templates Redlines

13. Project Management

14. Increasealignmentand visibility S T E P 33

15. Change Management and Processes PM Tools Support Ticket Templates Content Hand-off Templates Weekly Alignment Exercises Documentation, documentation, documentation

16. SLAs Win-Win Marketing Email Webinar Small Event Large Event Content List Import 2 Business Days 7 Business Days; 1 month ahead of event 7 Business Days; 1 month ahead of event 21 Business Days; 3 months ahead of event 3 Business Days 2 Business Days

17. Key Learnings ž Landing Page and Email Templates ž Program Templates ž Project Management Ticketing ž Change Management ž 2-Way Communication with Stakeholders ž Document, document, document

18. Edward Unthank & Andy Varshneya Thank You https://etumos.com/nextlevel?utm_ campaign=coe&utm_source=bye+yall

How to Build a Marketing Operations Center of Excellence (Edward Unthank, Marketo Summit)

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