The Anatomy of a High-Impact Marketing Operations Team
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This document discusses marketing operations and outlines five key competencies for marketing operations teams. It begins with a brief history of marketing operations and how it has evolved with technology. The five competencies covered are: technology, operations and automation, analytics, planning and forecasting, and marketing enablement. Examples of metrics and analytics reports are provided. The document also discusses marketing operations team structures and how they evolve with the size of the marketing organization. It concludes with the role of head of marketing operations.
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The Anatomy of a High-Impact Marketing Operations Team
- 1. New Relic Confidential | 1
- 2. New Relic Confidential | 2New Relic Confidential | 2 • A brief history of Marketing Ops • The 5 Marketing Ops Competencies • Marketing Ops team structure Marketing Operations Agenda
- 3. A Brief History of Marketing Ops
- 4. Mad Men no more
- 5. The Birth of Marketing Ops CRM Email/Marketing Automation
- 6. New Relic Confidential | 6 Competency #1 – Technology
- 7. The Marketer’s Technology Landscape
- 8. The Marketer’s Technology Landscape Buy or Build?
- 9. New Relic Confidential | 9 Competency #2 - Operations andAutomation
- 10. Turn process into automaton Own the “systems” Marketing Automation Flow Must balance process with flexibility
- 11. New Relic Confidential | 11 Competency #3 - Analytics
- 12. Total Marketing spend 100 Deals $1,000,000 Bookings 5,000 MQLs Customer Acquisition Cost (CAC) 1000 attendees at 10 field events 550 attendees at user conference 5 new customer case studies Executive Summary – Metrics 2014 Q4 (10.01 - 12.31) CORE ▼ 5% Q/Q ▲ 10% Q/Q ▲ 5% Q/Q ▲ 10% Q/Q ▲ 5% Q/Q ▼10% Q/Q ▲20% Y/Y ▼10% Y/Y Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment!
- 13. Funnel Summary Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment! Inquiries 5.0% 4.0% 25% MQLs SQOs Won 100,000 Hand-raisers 200 Opps 50 Deals Inquiry -> MQL MQL -> SQO SQO -> Won 5,000 Qualified 2014 Q3 Inquiries 5.8% 3.0% 26% MQLs SQOs Won 120,000 Hand-raisers 210 Opps 55 Deals Inquiry -> MQL MQL -> SQO SQO -> Won 7,000 Qualified 2014 Q4 Qualified add’l leads to feed more reps Need better sales enablement High- performing SDR team
- 14. Customer Metrics Examples only. Seriously though, footnote the crap out of analysis slides 1000 500 500 200 300 100 150 240 10 501 5 5 Widget Widget Widget Widget
- 15. New Relic Confidential | 15 Competency #4 – Planning and Forecasting
- 16. Projecting and measuring Marketing goals Set Goals Identify KPIs Review results Project Trends
- 17. New Relic Confidential | 17 Competency #5 – Marketing Enablement
- 18. Alignment, alignment, alignment… Marketing team Training and Onboarding Sales/Marketing Alignment Marketing content management Liaison to other departments
- 19. New Relic Confidential | 19 Who is the head of Marketing Operations?
- 20. Marketing Chief of Staff Budget management Workforce planning Marketing org structure support The CMO’s “right-hand person” Marketing team skill assessment
- 21. “Technology or marketing skills alone are not enough to deliver results expected of marketing operations.”
- 22. MOPS Structure & Maturity
- 23. MOPS Manager Marketing Team Size: 1-10 Team skills: • Marketing Automation • Basic Analysis & Reporting • Email Marketing / Nurturing
- 24. MOPS Manager Marketing Automation Data Analyst Email Marketing Marketing Team Size: 10-20 Team skills: • Process & Automation • Marketing Technology • Analysis & Reporting • Email Marketing
- 25. Head of Marketing Ops Marketing Operations Marketing Automation Data Analyst Budget /Planning Lifecycle Marketing Email Marketing Manager Email Marketing Coordinator / Specialist Mktg Ops Coordinator Marketing Team Size: 20-50 Team Skills • Process & Automation • Marketing Technology • Analysis & Reporting • Customer Marketing • Email Marketing / Nurturing • Budget Management • Planning & Forecasting • Data quality
- 26. Marketing Chief of Staff Segment Strategy Marketing Ops Marketing Technologies Automation & Process Marketing Analytics Customer Insights Analytics Forecasting Marketing FP&A Marketing Enablement Training, Onboarding, Support Planning Lifecycle Marketing Customer Marketing Email Marketing Marketing Team Size: 50-? Team Skills: • Process & Automation • Marketing Technology • Analysis & Reporting • Customer Marketing • Email Marketing / Nurturing • Budget Management • Planning & Forecasting • Data Quality Management • Best practices and training • Change management • Marketing Strategy
- 27. Q&A 2/5/2015 27 Copyright © 2015 | DemandGen® International, Inc. @demandgendave