This document provides an overview of a course on Marketing Operations 2.0. It discusses how the marketing playing field has leveled due to low barriers and viral reach. It emphasizes embracing new engagement models, investing in driving forces within organizations, and applying engagement models both externally and internally. The course aims to help organizations transition from old to new models through a systems approach and collaborative framework. It tackles challenges like scaling growth, strategic alignment, customer profitability, and marketing intelligence.
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Course Preview - Marketing Operations: Tactical Discipline to Strategic Vision
1. Marketing Operations 2.0: From 2010
Tactical Discipline to 20/20 Strategic
Vision
(Course Overview)
Center your business on customers as the key to growth: accountability, alignment & agility
2. Marketing playing field is leveled
• Low barriers, viral reach, competitiveness
• New visions of stakeholder engagement & collaboration
Massive Changes in Marketing
Stand out from the crowd
• Embrace new models of engagement
• Invest in driving force within
• Apply engagement model both externally and internally
• MO 2.0: systems approach & collaborative framework
3. • Systems Approach
• Collaborative Framework
• Mobilizing Force
• Manages Transition from Old to new
• Helps Organizations Stay in Integrity
• Reinforces Strategy and Associated Tactics with:
• Operations Muscle
• Measurement Rigor
• Holistic, Cross-Functional Alignment
Marketing Operations 2.0
4. • Marketing Operations Evolution, Impact and Promise (Module 1)
• Developing Marketing Operations Competency
• Alignment Through Ecosystem Management (Module 2)
• Marketing Infrastructure for Results (Module 3)
• The Journey to Marketing Operations Maturity (Module 4)
Course Overview
17. • Marketing a full partner to CEO, C-Suite
• Marketing drives:
• Innovation
• New market penetration
• Customer profitability
• Marketing owns sales lead process
• Marketing, once operationalized, leads the growth charge
Vision for Marketing Effectiveness
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Center your business on customers as the key to growth: accountability, alignment & agility
Hinweis der Redaktion
Marketing Gap AnalysisMental Models and MarketingSystems Thinking and MarketingMarketing Intelligence: Converting Insight to ValueStrategic Assessment of Marketing Operations
Securing Support to achieve Strategic ObjectivesCatalyzing and Managing ChangeSales & Marketing AlignmentA learning organization-based model of Marketing Operations maturity: The Power of 18