Marketing Ops 2.0: Applying Project Mgmt to Raise Performance

Marketing Operations 2.0:
A Hot New Playground for Project Managers to Apply
Their Craft and Raise Their Game
1

ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
• Your metrics for success are ill-defined
• Your people are slammed
• Your institutional memory is leaky
• Your innovation and creativity are suffering from
constipation
• Your team, cross-functional or supplier relationships are
poorly-aligned
• Your decision-making process is tough to justify
• Your marketing portfolio is not delivering expected results
Marketing Operations: Why It`s Needed?

A systematic end-to-end operational discipline to:
• Drive efficiency, consistency, alignment, accountability
• Replicate best practices
• Build a foundation for Marketing Excellence
A holistic framework to apply processes, technology, guidance
and metrics to run Marketing as a:
• Profit/value center
• Growth driver
• Change catalyst
• Fully-accountable business
Marketing Operations: A Definition

MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
MO Best Practice Framework

Scaling for
Growth
Enterprise
Strategic
Agenda
Customer
Profitability
Buying
Acceleration
Accountability Alignment with
Stakeholders
Marketing
Intelligence
Marketing Operations Sphere of Influence

1. Converting Insight into Value
2. Accelerating Sales/Buying Process
3. Scaling Marketing for Growth
4. Delivering Strategic Agenda
5. Maximizing Customer Profitability
6. Demonstrating Return on Marketing
Six Top Marketing Challenges and
How MO Addresses Them

Lack of Confidence in
Business Intelligence
Challenge:
Converting Insight into Value
Marketing Operations: Rising to the Challenge

Lack of Confidence in
Business Intelligence
Benchmark Best
Practices
Validate
Market Demand
Assess
Insight/
Opportunity Gaps
Baseline What We
Know/What We
Don’t
MO Breeds
Actionable
Insight and
Innovation
Solution:
Converting Insight Into Value

No or Slow - Growth...
Disappointing Revenue Results
Challenge:
Accelerating Selling/Buying Process

No or Slow Growth
Integrate
Buying/Selling
Cycle
Feed Sales Pipeline
Optimize Sales/
Marketing
Hand-offs
Leverage Loyalty
Assets
MO Aligns
Sales/
Marketing
Effort
Solution:
Accelerating Selling/Buying Process

Marketing in Reaction Mode
Challenge:
Scaling Marketing for Growth

Marketing in Reaction Mode
Diagnose Marketing
Health
Architect Enabling
Shared Processes
Optimize Marketing
Investment
Develop Marketing
Competency
MO
MObilizes
Resources
Solution:
Scaling Marketing for Growth

Every Strategy/Budget Cycle
-- a Free-for-All
Challenge:
Delivering the Strategic Agenda

Catalyze
Shared Vision
Strategy / Budget Cycles
are Free-for-Alls
Ensure Message
Integrity
Live the
Brand
Socialize
Marketing Change
MO
Realizes
Strategy
Solution:
Delivering the Strategic Agenda

The Price of Acquiring & Keeping
a Customer is Growing
Challenge:
Maximizing Customer Profitability

The Price of Acquiring &
Keeping
Customers is Growing
Calculate Customer
Lifetime Value
Capture Customer
Decision Drivers
Win Back
At-Risk Customers
Mobilize to
Meet Customer
Expectations
MO Delivers
Customer
Experience
Solution:
Maximizing Customer Profitability

Marketing on Defensive
to Show Contribution
“Much of what marketing can contribute right now is seen as less tangible
because we lack the metrics” – Dawn Hudson, CEO, Pepsi North America
Challenge:
Demonstrating Return on Marketing

Marketing on
Defensive
To Show
Contribution
Align
Marketing/Enterprise
Objectives
Track Individual and
Team Performance
Fine-tune Forecasting
thru Predictive
Analytics
Define and Track Key
Metrics via
Dashboards
MO Enables
Account-
ability
Solution:
Demonstrating Return on Marketing

Fundamental MO
Expanded MO
Sophisticated MO
Budget Management
CRM
Marketing Services
Measurement
Vendor Management
Predictive Analytics and MO Maturity

Profile of MO Best Practices

Why Predictive Analytics Needs MO
• Marketing is likely the most hungry consumer of PA
• MO provides a robust application sandbox for PA
• MO may very well own the business case for PA
• If technology investment is part of the PA proposition (typical),
MO may well own the deployment process
• PA doesn’t operate in a vacuum – without MO to drive
understanding and alignment and catalyze change, insight
from PA may never translate to action

Why MO Needs Predictive Analytics
• PA enables MO to become more scientific, consistent, predictable
• PA is a powerful tool to help demonstrate Marketing’s value
• Helps focus on long-term initiatives, not just short-term results
• PA is key to aligning vision with metrics, forecasts with results
• PA is an indicator of MO maturity and an attribute of MO best practice

We center your business on customers
24
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)

2525© 2018 ClearAction Continuum. All rights reserved.
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

26
We center your
business on customers
© 2018 ClearAction Continuum. All rights reserved.
ClearAction.com
ClearAction
company/201333
+ClearActionCXO
CustomerExperienceOptimization
Let’s keep in touch!

Marketing Ops 2.0: Applying Project Mgmt to Raise Performance

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Marketing Ops 2.0: Applying Project Mgmt to Raise Performance