Introduction to Marketing Operations
•Als PPTX, PDF herunterladen•
0 gefällt mir•6,177 views
We’re going back to the basics. Watch Mike Madden, Sr. Demand Generation Program Manager at Marketo, for this short, easy-to-digest, and actionable 15-minute webinar to learn the fundamentals of marketing operations. We'll give tips for lead routing, scoring, marketing and sales alignment, and more of the essentials you need to develop an effective marketing operations team.
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Andere mochten auch
Andere mochten auch (13)
Ähnlich wie Introduction to Marketing Operations
Ähnlich wie Introduction to Marketing Operations (20)
Mehr von Marketo
Mehr von Marketo (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Introduction to Marketing Operations
- 1. Introduction to Marketing Operations Mike Madden Sr. Demand Generation Program Manager Marketo
- 2. • This webinar is being recorded! Slides and recording will be sent to you after the webinar concludes. • Have a question? Use the chat box and I’ll get to your questions after the webinar. • Posting to social? Use our hashtag - #mktgnation • There is a brief survey after the webinar Housekeeping Proprietary & Confidential
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 6/27/2017 1 What is Marketing Operations?
- 4. What is Marketing Operations? Proprietary & Confidential Marketing operations plays a critical role in aligning strategy and processes by managing activities across multiple marketing and non-marketing functions. -SiriusDecisions Marketing operations is a means to ensure that marketing is conducted in a more efficient and accountable manner. -CMO.com
- 5. The World of Marketing Operations Proprietary & Confidential
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 6/27/2017 2 Vocabulary
- 7. Vocabulary • MQL: marketing qualified lead • SQL: sales qualified lead • POR: plan of record • TAM: total addressable market • Anonymous: people who have visited your website, but have not identified themselves • New Names: net new name into your database • Disqualified: lead that does not fit target market and will never buy your product/service • Targets: lead that fits based on their demographics • Opportunity: lead with an open sales opportunity attached to them • Closed Won/Lost: lead attached to an opportunity that is won/lost • ASP: average selling price • SLA: service level agreement • ARR: annual recurring revenue • ACV: annual contract value • TCV: total contract value • Win Rate: closed won/closed won + lost Proprietary & Confidential
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 6/27/2017 3 4 Crucial Areas of Marketing Ops
- 9. The Four Crucial Areas of Marketing Operations Source • Identify where leads are coming from • Track from point of entry Programs • Develop best practices for demand gen • Streamline reporting of programs Scoring • Develop scoring to prioritize leads • Use scoring to measure program and content effectiveness Lifecycle • Track lead from unknown to Customer • Drill down on pivot points and conversion ratios Proprietary & Confidential
- 10. Source – Where are Leads coming from? Lead Source Where you get the lead vs a meaningful engagement with the lead Acquisition Program First Engagement Track source based on first engagement or last engagement before X action Last Engagemen t Program Success How is attribution modelled and programs ROI determined Meaningful Engagement Proprietary & Confidential
- 11. Programs – How are the marketing programs performing? Proprietary & Confidential
- 12. Programs – How are the marketing programs performing? Nonstandard Program Rollouts Marketing Ops Standard Program Templates Proprietary & Confidential
- 13. Scoring – How are my leads interacting with my programs? Proprietary & Confidential
- 14. Lifecycle – Are my leads moving through the sales cycle? 1. How do you define a MQL, SQL, opportunity? 2. What does your C-suite care about? 3. What is the agreed upon time period to measure? 4. Don’t set and forget Proprietary & Confidential
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 6/27/2017 3 4 Tips for Success
- 16. Tip#1: Automate Everything RevenueProductivity AlignmentOptimizationConversion • Lead Scoring • Segmentation • Personalization • Cloning • Nurture • Triggers • Testing • Analysis • Data Sync / Pass Proprietary & Confidential
- 17. Tip #2: Manage Data, Data, Data Marketo •Scoring •Behavioral •Demographic •Product Interest •Lead Lifecycle •Industry Tagging •Calendar Administration 3rd Party Vendors •Smartforms •Auto-conversions •Lead Enrichment •De-duping •Data Appends Salesforce •MKTO SFDC Sync Audit •SDR Workflow Maintenance •Lead/Contact Views & Layouts Proprietary & Confidential
- 18. Tip#3: Build Accountability and Measurement Early Mid Late Proprietary & Confidential Proprietary & Confidential
- 19. Tip#4: Utilize the rich MarTech Landscape Proprietary & Confidential
- 20. Thank you!
Hinweis der Redaktion
- And with that let’s get going!
- Sirius Decisions defines marketing operations as a team that plays a critical role in aligning strategy and processes by managing activities across multiple marketing and non-marketing functions. CMO.com says that marketing operations is a means to ensure that marketing is conducted in a more efficient and accountable manner.
- But in my own words, I’d say that marketing operations is a lot like the film crew on set of a big action picture. Without them, the actors are just actors: creative, inspiring, and fun to watch but nothing without the crew. Marketing ops teams are responsible for things such as workflow design, process improvement, systems architecture, data management, modeling, and increasing organizational efficiency. Without them, we are just actors missing all of the elements that make a big motion picture.
- A lot of these are B2B terms and a lot are Sales terms. As a demand generation marketer on the B2B side, you will most likely be working very closely with Sales so it is important that you understand the vernacular of that group.
- The four most crucial areas of marketing operations are where are leads sourced from, what types of programs are running, how do you score leads, and what is the lead lifecycle. When we say source, we mean what programs are driving new names into the database. So for example, is it the content syndication program, the webinar series, or the virtual event from last month that brought in the most new names? For programs, marketing operations is responsible for setting the ground rules for demand gen. What types of programs can they run? What should the programs look like? What is the best way to report on those programs? For scoring, marketing operations sets the lead scoring model to develop and prioritize leads for sales. So example, marketing ops determines that an email click is worth +3 points, attending a webinar is worth +10 points, and if a lead passes a scoring threshold of 20, they become a marketing qualified lead and go to sales. Lastly, marketing operations tracks the lifecycle of the lead. So not just where it was sourced, but what programs contributed (or didn’t contribute) to the success of the lead becoming an opportunity. And if there are parts of the lead funnel that aren’t optimized whether it be through elements like scoring or lead status changes. Marketing ops is responsible for making that change too.
- So just to dive more into each of these 4 components, here’s how a marketing operations marketer thinks about source. Not only which program acquired the new name, but what type of program was it, meaning was it a sponsored webinar, was it a booth scan at a conference, or did they come in organically from our website? What was the first and last engagement a lead took before becoming an opportunity? If we see a trend between certain types of programs, we can plot out a model and replicate that success to drive more opportunities. Additionally, they define what is a meaningful engagement and how to track program successes. For example, a registered lead for a webinar wouldn’t be a meaningful engagement or program success. But when they attend, they get scored and marked as a success!
- Like any marketing organization, you probably have an enormous multi-channel marketing strategy consisting of programs like direct mail, SEO, display, mobile, social, events, email marketing and more. Marketing ops is mastermind behind 1) tying all of these programs together and 2) making sense of programs individually to report on the bigger picture.
- Additionally, as a marketing operations marketer, it is your job to play traffic cop, meaning you control the type of programs that are sent. If you let demand generation marketers like myself have it, you’ll likely see inconsistent processes, crazy scoring, and programs that are more difficult to report on. So to make things easier and prevent demand gen marketers from running loose, it’s important that you standardize program types and create Marketing Ops approved program templates. And if possible, lock them down from editing. You only want demand gen to clone from them. Other types of assets that should be templatized are: Forms Email templates Landing page templates Scoring Image sizes
- With all of your programs running, how do leads get scored? At Marketo, we have scoring bucketed into three main categories – demographic/firmographic, behavioral and decay. The scoring model sits in one central hub, so when lets say an email gets clicked, the click is scored by a marketing operations campaign that listens for all email clicks. Otherwise, you’d have localized scoring, which means that each program has unique scoring campaigns, which isn’t scalable and creates room for inconsistencies and inconsistencies in your scoring model directly effect the quality/quantity of leads. Once the scoring is properly set up, it is easier to see what’s working, what’s not working, and how leads flow through the lead lifecycle. Always keep in mind that if sales isn’t happy, you might need to tweak your scoring model.
- Now that everything is sourced, programs are running, and scoring is live, it’s important to keep track of how leads are progressing through your funnel. The most important takeaway here is defining your terms with sales leadership. Everyone needs to agree on the definition of marketing qualified leads, sales qualified leads, and opportunities. Otherwise, sales will never be happy and we all know how that goes. Also keep in mind that building out this funnel takes full buy in from your c-suite because ultimately, this process will effect how quickly leads get to sales and how good the quality of the lead will be. Marketing wants to deliver the most leads at the quickest pace to sales. Sales wants the same, BUT, fairness of distribution, managing distribution of leads and the quality of leads are bigger factors for sales.
- Tip#1 is to automate everything. If you had to manually score leads or update segmentations daily, you’d be pulling out your hair. My advice would be to start small. Automate your core programs and then clone and scale from there. Your future self will thank you for streamlining and automating core processes.
- Tip#2 is to manage your data. You’ll have data flowing from in from your CRM, marketing software, and 3rd party vendors. And before everything gets out of hand or overwhelming, I’d recommend building out a set of dashboards that measure the incoming data, highlight any duplicates if there are any, and help you catch data quality issues immediately before they cause bigger issues.
- Tip#3 is to build in accountability and measurement at every lead stage. Meet with sales and your c-suite to define common terms and the revenue funnel. Set common goals and hold each other accountable. Plan changes together. And lastly, communicate often. Marketing and sales needs to know exactly what happens at each stage to make sure leads are followed up with appropriately.
- And finally, tip#4 is to utilize the rich martech landscape. There are thousands of marketing technology partners out there to make your job easier.
- That’s it! Thank you all for joining. We will be sending out the slides and recording later today. There is a brief survey after this webinar and I’d love to know what you thought. Thanks again and have a great rest of your day!