Digital Marketing Operations presentation from the inaugural MarTech marketing technologist conference in Boston Aug 20, 2014. Presented by Jason Heller. _______________________ Today's connected and empowered consumer is the catalyst for change within marketing organizations, inspiring systemic digital transformation. But achieving digital maturity and leadership is not as simple as increasing digital budgets, adding headcount to legacy org silos, or even hiring a marketing technologist. Making the most of your digital marketing investments means evolving your marketing operations structure: the people, culture, processes, systems and partnerships that enable the full spectrum of digital capabilities. This session will highlight pitfalls to avoid and provide best-in-class examples of how enterprises are successfully reinventing marketing operations.

1. The
New
[Digital]
Marke2ng
Opera2ons
Archetypes
Jason
Heller
1
Aug
20,
2014

2. § 20
year
digital
veteran
§ “Recovering”
digital
agency
exec
§ CEO,
Agili2
§ External
expert
for
McKinsey
&
Company
2
Context and background
@jasonheller

3. 3
It”
Know
We
As
Marke2ng
of
End
“The
“The
Death
of
Tradi2onal
Sky
Falling”
Let’s stop the hyperbole and get practical
Media”
“The
is

4. 4
That said …
84%
Agree
that
marke8ng
is
undergoing
a
revolu8on
(Adobe
survey
2014)
78%
Expect
digital
and
mobile
to
transform
their
business
within
5
years
(Accenture
survey
2014)
61%
Marketers
agree
that
their
role
will
change
within
the
next
year
(Adobe
survey
2014)

5. 5
Marketing transformation has measureable results
2x
–
3x
greater
revenue
growth
Organiza8ons
with
“excellent”
marke8ng
capabili8es
outperform
their
market
(McKinsey
research
2013)

6. 6
Marketing transformation has measureable results
23x
outperform
in
customer
acquisi2on
2x
9x
outperform
in
loyalty
outperform
in
profit
Companies
that
use
customer
analy8cs
extensively
(McKinsey
research
2013)

7. The modern consumer is the catalyst for creating the
modern marketing organization
7

8. Marketers and agencies
must develop new
capabilities and org
structures to adapt to a
data-driven, fast paced,
consumer empowered
world
§ UX
of
everything
§ Crea2ng
great
content,
and
a
lot
of
it
§ Managing
a
complex
media
ecosystem
§ Providing
advanced
analy2cs
and
insights
§ Collabora2on
and
workflow
8

9. Examples of how marketing’s role is expanding
9
Manage
the
en8re
evolving
customer
journey
Contribute
to
shaping
business
strategy
Influence
product
innova8on
Involved
in
opera8onalizing
big
data
and
insights
Foster
cross
func8onal
collabora8on
Involved
in
employee
engagement

10. 10

11. 11
Every organization
must become
more agile …

12. 12
“Culture eats strategy
for breakfast”
- Peter Drucker

13. Curiosity may be the most important characteristic
of a modern marketing organization

14. 14
Who is your cultural
champion?
Priori8ze
transforma8on
Recruit
a
cross-­‐func8onal
steering
commiXee
Secure
funding
and
execu8ve
support
Protect
and
steward
the
transforma8on

15. 15
Org
Digital
marke2ng
opera2ons
Capabili8es
Process,
governance
People,
talent
Agencies
External
Data
Partners
Strategic
Partners
Technology
Internal
Digital marketing
operations and digital
transformation must
be viewed through a
holistic lens

16. Capabilities
The tangible resources
and intangible
characteristics that
enable the customer
experience and create
operational productivity
16
Capabili8es
Iden8fy
gaps
Priori8ze
Accelera8on
teams
Develop
business
cases
Con8nuous
improvement

17. Organization
There is no one size
fits all solution
17
COE
model
Hub
and
spoke
model
Integrated
model
Funding
model
Service
model
Func8ons
and
roles
“Legacy
tax”

18. Most common COE’s
and new roles
18
Digital
investment
Social
media
Innova8on
CRM
eCommerce
Digital
pla]orm
Analy8cs
Marke8ng
technology
Customer
experience
Mobile
Marke8ng
opera8ons
Technology
focused
Customer
focused
Opera2ons
focused
Digital
produc8on
Content
Data
science
CDO

19. Marketing is no longer
an island …
Orchestration
19
Collaboration
Decision making
IT
Marke2ng
Sales
Finance
Strategy
HR
Legal
R&D

20. 20
Processes,
governance
Processes
Implement agile
processes, governance,
standards, and the tool
kits to help fuel
innovation and impact

21. People / talent
Manage your most
valuable asset
accordingly
21
People
/
talent
Recrui8ng
Skills,
training
Culture,
incen8ves
Engagement
Reward,
growth

22. 22
Principles for a modern
marketing operating model
§ Have
discipline,
rigor,
scru2ny
§ Be
data
driven
§ Develop
new
capabili2es
§ Define
new
roles
and
func2ons
§ Manage
itera2ve
processes
§ Op2mize
resources
&
partnerships
§ Evolve
the
culture

23. Thanks
for
listening!
Jason
Heller
23
jason@agili8partners.com
@jasonheller