Originally presented by Gary Katz BrightTALK Marketing Operations Channel September 26, 2008 See https://ClearAction.com

1. Embracing Marketing Operations
What is It and Why Bother?
GARY KATZ
VP MARKETING OPERATIONS

2. ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
The Motivation to Change Marketing’s MO
• Defining Marketing Operations
• Marketing Operations: Rising to the Challenge
• A New Vision for Marketing
Webcast Overview

3. ClearAction Continuum
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About Your Guide: Gary M. Katz
• Founder and Chief Strategy Officer of Marketing Operations Partners
• First ready-to-go COO and change management team for Marketing
• Chairman of Marketing Operations Future Forum
• 20+ years experience leading corporate marketing,
• Marcom, PR, IR, demand gen & change management
• Certified Strategic Planning Process Facilitator (ICA)
• Noted educator, author, speaker and leader in Marketing Operations field
• MS in Organization Development, BA in Public Relations

4. ClearAction Continuum
4© Copyright ClearAction Continuum. All rights reserved.
• Your metrics for success are ill-defined
• Your people are slammed
• Your institutional memory is leaky
• Your innovation and creativity are suffering from constipation
• 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
You Know Your Marketing Resources (& Job) are at Risk When…

5. ClearAction Continuum
5© Copyright ClearAction Continuum. All rights reserved.
Measure Marketing ROI &
Demonstrate Value
Balance of Marketing
Strategy & Tactics
Common Goals for Marketing Success
Tied to Other Groups
73%
60%
Justify Marketing’s 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%
High-Priority MO Challenges Emphasize Metrics, Strategy, Cross-Functional
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

6. ClearAction Continuum
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Scaling for
Growth
Enterprise
Strategic
Agenda
Customer
Profitability
Buying
Acceleration
Accountability
Alignment with
Stakeholders
Marketing
Intelligence
Why Marketing Operations is Critical

7. ClearAction Continuum
7© Copyright ClearAction Continuum. All rights reserved.
• Marketing Operations (MO) is a thorough, end-to-end operational
discipline that leverages processes, technology, guidance and metrics
to run the Marketing function as a profit/value center, growth driver,
change agent and fully-accountable business.
• MO reinforces Marketing strategy and tactics with a scalable and
sustainable enabling infrastructure, as well as nurturing a healthy,
collaborative ecosystem, both within and outside the Marketing
department, to drive achievement of enterprise strategic objectives.
Defining Marketing Operations

8. ClearAction Continuum
8© Copyright ClearAction Continuum. All rights reserved.
• Change management
• Total Quality Management
• Manufacturing
• Organizational reengineering
• IT
• Statistical analysis
• Customer experience management
• Enterprise resource management
• Knowledge management
• Sales pipeline management.
Marketing Operations Encompasses a Board Body of Knowledge

9. ClearAction Continuum
9© Copyright ClearAction Continuum. All rights reserved.
Marketing Intelligence Customer Profitability
• Marketing Org. Assessment
• Predictive Analytics
• Business Intelligence
• Competitive & Industry
Benchmarking
• Voice of the Customer
• Customer Experience Management
• Customer Reference Dev.
• Customer Loyalty/Affinity
• Win-Loss Analysis
Enterprise Strategic Innovation & Sales Acceleration
• Marketing Planning & Ops Reviews
• Marketing Charter Definition
• Change Management
• Socialization & Community Building
• Leadership Council
• Circles of Excellence
• Marketing & Brand Governance
• CMO Communications
• Sales Pipeline Optimization
• Lead Scoring & Nurturing
• CRM
• Campaign Management
• Product Lifecycle Management
Effective Marketing Operations Requires a Diversity of Subject Matter Expertise

10. ClearAction Continuum
10© Copyright ClearAction Continuum. All rights reserved.
Scaling for Growth
• Process Mapping & Design
• Marketing Automation
• Knowledge Management
• Tool and Template Dev.
• Best Practices Documentation
• Centers of Excellence
• Marketing Competency Dev.
• Roles & Responsibilities
Clarification
• Team Mix Modeling
• Marketing Org. Reengineering
• Marketing Resource
Optimization
• Supply Chain Management
Accountability
• Metrics and KPI Definition
• Dashboard Development
• Performance Measurement
• Marketing Portfolio Mgt
• Budget Mgt & Justification
Alignment with
Stakeholders
• C-Level Buy-in
• Sales Alignment
• Finance/IT Alignment
• M&A Assimilation
And Even More Subject Matter Expertise!

11. ClearAction Continuum
11© Copyright ClearAction Continuum. All rights reserved.
• Brings a long overdue operational focus to Marketing
• Provides the CMO with an operational partner, a Chief of Staff
• Applies proven, time-tested best practices and business processes
• Drives efficiency, consistent results
• Provides solid foundation for Marketing excellence
The Benefits of Marketing Operations

12. ClearAction Continuum
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ClearAction Continuum
12
See the rest of this presentation in
 GETTING & KEEPING CUSTOMERS
 DRIVING GROWTH & INNOVATION
 DATA & METRICS THAT WORK
 CREATIVITY WITHIN BOUNDARIES
 DRIVING ACCOUNTABILITY & COMMITMENT
 GETTING EVERYONE ON THE SAME PAGE
Join today:
https://ClearAction.com/value-exchange
Ask for a demo:
Success@ClearAction.com

13. ClearAction ContinuumClearAction Continuum
13
Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
Design of ClearAction Value Exchange based on research with American Express, Aon, Apple, Ariba,
Clorox, Covidien, Eli Lilly, Global Foundries, HP, Microsoft, NVIDIA, SAP and beta-testing with many others
ClearAction Value Exchange KPIs are multipliers on your CX investments
SaaS for real-time
personalized action plans
to tackle these silos
30-minute bites
AI-curated resources
DIY and interactive
VP-level to intern-level
Shared vision
Collective capability
© 2019 ClearAction Continuum.

14. ClearAction Continuum
ClearAction Continuum closes the brand-customer gap.
ClearAction Value Exchange members in marketing
& customer experience, care & success roles access
real-time, 24x7, bite-sized personal solutions to
navigate silos for customer value performance
ClearAction Advisory clients strategically
operationalize marketing & customer experience
for scalability, resource productivity & enduring
customer value performance
1414
Customer value performance momentum
© 2019 ClearAction Continuum.
ClearAction Continuum

15. ClearAction Continuum
Ask about the marketing management maturity roadmap
ClearAction Continuum
15
https://clearaction.com/marketing-maturity-mobilizes-mojo/
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
© 2019 ClearAction Continuum. PROPRIETARY & CONFIDENTIAL.
Success@ClearAction.com

16. ClearAction Continuum
Ask about customer value performance momentum
ClearAction Continuum
16
DNA MASTER PLAN™
STRATEGIC RENEWAL™
CLEARACTION VALUE EXCHANGE™
DNA ACTIVATION™
MARKET RESPONSIVENESS INDEX™
DX AGILITY™
DNA TRANSFORMATION™
DX ALTITUDE™
RACE™
(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
VOX MODERNIZED™
VOX ACTIONABILITY™
SHARKTΛINK™
CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
https://clearaction.com/customer-centered-business-10-keys-organic-growth/© 2019 ClearAction Continuum.
Success@ClearAction.com

17. ClearAction Continuum
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ClearAction Continuum
We’re honored to influence these companies
PARTIAL LIST OF CLIENTS
© 2019 ClearAction Continuum.

18. ClearAction Continuum
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ClearAction Continuum
ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations
© 2019 ClearAction Continuum.

19. ClearAction Continuum
Customer value performance momentum