For an updated version of this presentation: https://www.slideshare.net/clearaction/5-ts-of-marketing-ops-learning-org-to-increases-marketing-effectiveness-127189816 May 13, 2008 presentation at Henry Stewart Marketing Operations and Digital Asset Management Conference, by Gary Katz. See https://ClearAction.com

1. Applying Learning Organization Insights to
Increase Marketing Effectiveness
Building Upon the 5Ts
of Marketing Operations
Center your business on customers as the key to growth: accountability, alignment & agility

2. 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%
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Biggest Marketing Operations Challenges

3. Unsupportive Culture
Lack of Follow-Through
Risk-Taking Penalties
Infrequent Delegation
Marketing Operations
Success Factors s Marketing Operations
Obstacles
Clarity & Consistency
Supportive Culture
Executive Buy-in
Performance Measurement
Process Refinement & Automation
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
MO Success Depends on Clarity, Consistency,
Winning Support & Buy-In

4. 0% 50% 100%25% 75%
Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties
Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company
Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews
Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions
Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies
Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions
Group Memory Management Enduring repository of marketing information despite movement of individuals
40% 80%
45% 83%
34% 83%
45% 85%
31% 79%
36% 82%
35% 85%
Never
Practiced
Always
Practiced
Key:
X% At Inception of MO Function
| Current Performance
X% Mid-2008 Target
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Accountability Underlies Improvement Effort

5. Strategy
• Change Management
• CMO Is Chief Strategy Officer
• Marketing Strategy
Is Enterprise Strategy
• Rolling & Long-Term Plan
• Strategic Management
Process
• Campaign/Lead Management
• Shared Processes
• Technology
• Knowledge Portals
• Metrics
• Dashboards & Scorecards
• Incentives
• Predictive Analytics
Guidance
• Alignment with Sales, Finance, IT
• Competency Development
• Culture of Measurement
& Accountability
• Executive Sponsorship
• Expanded Voice of Marketing
• Grassroots Buy-in
• Shared Vision
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MO Impact = Ability to Drive
Strategy, Change, Accountability
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

6. +
Product Promotion
Price Place
Customers
Competitors
Corporation
Positioning
Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
A New Maturity Model:
You`ve Heard of the 5Ps and 3 Cs of Marketing

7. 1. Total Strategy
2. Techniques and Processes
3. Tracking & Predictive Modeling
4. Technology
5. Talent
4Ps 3Cs
Marketing
Effectiveness
5Ts
Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
More Recently, We Saw the Unveiling of the
5Ts of Marketing Operations™

8. The 5 P’s +
The 3 C’s +
The 5 T’s
= 13
The entry age into adulthood in certain cultures
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Addition of the 5 T`s is Marketing`s Rite of Passage

9. Discipline #1 - Personal mastery
Discipline #2 - Mental models
Discipline #3 - Shared vision
Discipline #4 - Team learning
Discipline #5 - Systems thinking
The 5 D’s
Source: The Fifth Discipline:
The Art & Practice of the Learning Organization© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Next Step in Marketing`s Evolution is to Embrace
Insight from Learning Organizations

10. • Defined: A commitment to individual learning to develop proficiency; increasing
ability to clarify what is important, see current reality more clearly
• Related to Marketing Competency Development
• Significant implications for strategic planning, collaborative decision-making,
resource allocation, roles & responsibilities clarification, team dynamics, etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Personal Mastery in MO

11. • Defined: Questioning implicit assumptions underlying decision-making
processes
• Unconsciously controls what one perceives can and cannot be done
• Key skills: Surfacing, challenging mental models to make decision-making more
explicitly; balancing advocacy and inquiry
• Significant implications for strategic planning, socialization, achieving buy-in,
leveraging VoC, encouraging innovation, etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Mental Models in MO

12. • Defined: Winning individual and group buy-in for key initiatives by securing
enrollment, commitment, compliance
• Overcomes ambivalence, confusion, resistance, passive-aggressive behavior
• Significant implications for socialization, winning buy-in, mission and charter
definition, values clarification, cross-functional alignment, etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Shared Vision in MO

13. • Defined: Aligning individual and team learning through a commitment to a
balance of dialogue and discussion
• Overcomes “groupthink”
• Facilitates breaking through internally-imposed barriers and “getting” the big
lesson
• Significant implications for decision-making, marketing competency
development, knowledge management, marketing intelligence, planning,
process design, socialization, program evaluation, etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Team Learning in MO

14. • Defined: Learning to view the system as a whole rather than focusing on
discrete parts
• Can be used to manage overwhelm from complexity and overcome “learned
helplessness”
• Requires a balance of linear and non-linear thinking
• Significant implications in marketing intelligence, knowledge management, MO
assessments, product portfolio and marketing mix management, process
design, marketing IT, leveraging VoC, demonstrating return on marketing , etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Systems Thinking in MO

15. 3 C’s
5 P’s
5 T’s
5 D’s
The Power of 18
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Adding the 5 D`s Leads to a New Level of Generative
Learning and Marketing Maturity

16. We guide marketing organizations to become a value center
We are front-runners in Marketing Operations
to create a consultancy dedicated to Marketing Operations
to publish an article on MO
to create a college course on MO
to teach a professional symposium on MO
to conduct a benchmarking study of MO practices
© 2016 Marketing Operations Partners. All Rights Reserved.
1st
1st
1st
1st
1st
Companies we’ve influenced: (partial list)

17. © 2016 Marketing Operations Partners. All Rights Reserved.
Organization-wide efficiency and effectiveness raise
Marketing performance, agility and ROI
Ask us about our model for Marketing Maturity
Strategy: holistic vision, fact-based decision-making
Guidance: competency development, governance
Process: workflow, lean/six-sigma, supply chain
Metrics: profitability, predictive analytics, alignment
Technology: enterprise marketing / portfolio mgt
Ecosystem: collaboration with key stakeholders
Infrastructure: back-end integration of processes,
metrics, technology
Request your marketing maturity assessment and roadmap
ChangeMyMO@MOpartners.com

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Center your business on customers as the key to growth: accountability, alignment & agility