How to ensure that your marketing tactics are aligned with your company's marketing strategy for increased efficiency. See https://ClearAction.com

1. Marketing Operations Reviews:
What Are They and Why You Need Them
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2. ClearAction Continuum
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Marketing Operations Reviews = A focused process
consisting of regularly scheduled meetings that are:
• Conducted by the Marketing function
• Aimed at aligning Marketing strategy with tactics and ensuring
execution of Marketing strategy
• Most typically conducted on a quarterly or annual basis
• Often roll up to C-level review processes
Defining Marketing Operations Reviews

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• Annual or quarterly marketing
planning
• Budgeting and resource allocation
• Business strategy
• Competitive differentiation
• Creative issues and brainstorming
• Education and team development
• Functional issues (e.g., campaigns,
programs)
• Go-to-market plans and policies
• Information exchange and lessons
learned
• Key issues analysis
• Leadership council
• Market opportunity management
• Marketing portfolio investment
evaluation
• Marketing roadmap change
management
• Operations optimization
• Regional issues
• Stakeholder alignment, integration
• and mobilization
• Tracking against plan
Source: © 2007, Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
Typical Areas of Focus for MO Reviews

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• No standard practices exist, but there is plenty of opportunity for companies to
learn from one another
• Hold MO reviews offsite to eliminate the distractions of being at the office and
to improve the group’s focus and commitment
• Retain external facilitators to conduct the MO review process
• Frees the CMO and/or VP, who might otherwise lead the process
• Potentially increases objectivity and participation
• View the MO review process as a “health check” of the Marketing function
• Expands the focus of the process from strictly tactical and/or strategic to one
that is more holistic
• Participants develop a deeper understanding of both the driving and
restraining forces that propel them toward or away from achieving the agreed-
upon mission of the Marketing organization
MO Review Best Practices

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Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners
Survey Findings on MO Reviews

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Survey Findings on MO Reviews - 2
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

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Survey Findings on MO Reviews - 3
Source: Journey to Marketing Operations Maturity
Benchmarking Study, Marketing Operations Partners

8. ClearAction Continuum
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• Key part of Marketing governance
• Enables more effective implementation of strategy
• Aligns cross-functional groups around common purpose
through communication and accountability
• Addresses people and process issues often swept under the
rug
• Focuses on overall system health, rather than assignment of
individual blame or tendency for collective to become stagnant
through learned helplessness behaviors
Why Marketing Operations Reviews Are Critical

9. ClearAction Continuum
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ClearAction Continuum
Clients of ClearAction Continuum
PARTIAL LIST

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We center your business on customers
ClearAction Continuum
10
ClearAction Advisory is different:
 Alignment internally & externally
 Empower all levels & functions
 Tie into existing rituals, strengths
 Seasoned CX practitioners
= Advisory team
See ClearAction.com/advisory
© 2018 ClearAction Continuum. All rights reserved.
DNA Master Plan™
(fast-track foundational mojo for CX leadership)
DNA Activation™
(all-hands-on-deck for CX)
Market Responsiveness Index™
(3 factors: 32% profit advantage)
DNA Transformation™
(cross-functional systematic CX)
Customer/Partner Engagement Optimization
(external & internal UX)
Human-Centered Design
(products, services, processes external & internal)
VoC Actionability
(external & internal UX)
Actionable Intelligence
(journeys, personas, lifetime value, metrics)

11. ClearAction Continuum
1111© 2018 ClearAction Continuum. All rights reserved.
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

12. ClearAction Continuum
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We center your
business on customers
© 2018 ClearAction Continuum. All rights reserved.
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+ClearActionCXO
CustomerExperienceOptimization
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