Applying Marketing Operations Best Practice Framework

Applying a Best Practice Framework to Your Marketing Operations Function

Ecosystem Alignment

Marketing Operations Best Practice Framework

MetricsProcessGuidance

Infrastructure Management

Technology

Strategy

EcosystemAlignment

© 2012 Marketing Operations Partners, Inc. All Rights Reserved.

MO Best Practice Framework

Marketing Operations Strategy = planning & decision-making processes

• Includes linkage of Marketing strategy to enterprise strategy

• Includes development of Marketing Operations roadmap to deliver Marketing strategy

• Includes Marketing Operations reviews to check Marketing health and ensure Marketing initiatives remain in alignment with Marketing (and enterprise) strategy

• Key elements reinforcing strategy include cascading goals, change management, environmental analysis, force-field analysis, go-to-market planning, stakeholder analysis, SWOT, values, vision and mission

Defining Marketing Operations Strategy


Guidance = The integration of direction, knowledge, norms, policies, procedures, systems and structures to feed the development of process and metrics

• Other key guidance inputs include rules of engagement, lessons leaned, best practices

• Key to effective alignment, knowledge sharing, learning and change management

• Facilitates better decision-making

• Specifies competency development/training requirements

• Supports Marketing governance

Defining Guidance


Process = a series of organized transactions that convert input to outputs (results). A defense against chaos.

• Analytics• Bills of Materials

(BOMs)• Brainstorming• Brand Management• Budget Approval• Campaign/Program

Development• Charter Definition• Content Development

/Approval/Distribution• Customer Experience

Management

• Product Launch /Go-to-Market

• Product Lifecycle Management

• Roles & Responsibilities Clarification

• Six Sigma• Stock-keeping Units

(SKUs)• Vendor management• Workflow

• Customer References• Field Communications

Forecasting• Lean Enterprise• Lead Management• Market Research

Measurement Tracking & Reporting

• Planning• Purchasing• Pricing

Example Marketing Operations processes include:

Defining Process


Metrics = standards of measurement against a specified level of performance. Performance parameters.

• Typical activities include definition, alignment with enterprise metrics, cascading accountability

• Metrics can be activity-based, operational, outcome-based, leading indicators or predictive

Source: Laura Patterson, VisionEdge Marketing

High-level metrics and associated key performance indicators include:

Acquisition-related: Market Share

Retention-related: Lifetime Value

Monetization-related: Brand Equity

• Share of preference• Share of voice• Share of distribution• Rate of customer

acquisition

• Purchase frequency• Share of wallet• Customer duration• Loyalty

• Price Premium• Customer Franchise• Rate of New Product

Acceptance• Net Advocate Score


Defining Metrics

Technology = tools that support Marketing activities• At the individual, department, enterprise, and ecosystem levels

Types include:

• CRM• Enterprise Marketing

Management• Marketing Resource

Management• Marketing Operations

Management• Marketing Asset Management• Campaign/Offer Management• Lead Management/Nurturing

• Database and E-Mail Marketing

• Digital Asset Management• Content Management• Knowledge Management• Marketing Portals• Dashboards & Scorecards• Business Intelligence• Predictive Analytics

Defining Marketing Operations Technology


Ecosystem = The host environment for Marketing Operations efforts

• Comprises the economic, social and political factors that drive or inhibit goal achievement

• Includes the cross-functional interactions with stakeholders essential to marketing success

• Alignment with stakeholders is key to successful ecosystems management

Defining the Marketing Operations Ecosystem


Infrastructure = integration of process, technology and metrics

• Provide the means to improve efficiency, effectiveness and accountability of the Marketing function

• Reinforces optimization activities

• Enables achievement of the Marketing vision


Defining Marketing Operations Infrastructure

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