Shift Gear in Marketing - MRMLOGIQ 2012

Shift Gear in Marketing How Marketing Operations serves your most valuable asset:

Your customer.

© www.mrmlogiq.com 2004-2012

Marketing finds itself in the most promising period ever.

Globalization and technology

spark a flame of opportunities.


All opportunities center around the unprecedented possibilities

to engage with customers.


How can you group and align marketing

around your customer?


Now Good companies

have the best customers

and deliver the most memorable experience.

Then Good companies

have the best products

and show the most memorable advertising.


Now Good marketers

are smart listeners.

Then Good marketers

are smooth talkers.


Now New technology

facilitates the sharing of experiences.

Then New technology

facilitates the management of products.


Now Marketers are process driven.

They create dialogues

and guide customers to relevant content.

Then Marketers are project driven.

They create campaigns

and target the potential audience.


To Customer focus

Listening

Ongoing activities

Process orientation

Automated tasks

“Big” data handling

From Product focus

Talking

Ad hoc activities

Campaign orientation

Manual tasks

Limited data handling

Marketers need to

SHIFT!


When you systematically listen to individual customers

all kinds of new and raw data will enter the company.

Soon, most data in your company will not be about you.

It will be about your customers.


Companies which are best equipped to listen to

and translate customer requests

into relevant ideas, messages and offers will prosper.*

* Ask the dodo for the options in plan B.


To anticipate this marketing shift and data explosion,

leading IT companies have bought leading marketing technology companies.

These marketing techology functions as the epicenter of Customer Touchpoint Management.

€ $ £ © www.mrmlogiq.com 2004-2012

A company that wants to establish processes

to listen to individual customer requests,

needs to automate tasks and handle big data.

To serve your most valuable asset, your customer, you need:

1. A Marketing Operations team

2. A Marketing Operations platform


A Marketing Operations team: drives the marketing infrastructure,

enables marketing to engage with individual customers,

fuels company revenue.


A Marketing Operations platform: delivers the marketing engine,

facilitates and directs the customer dialogue,

fuels company revenue.


Business tools

&

Software tools…

create Operational

Excellence in Marketing

and…

“manage the marketing

strategy by the minute”


Operational Excellence in

Marketing

Creates Efficiency

Lowering the investment


Facilitates Effectiveness

Increasing the return

Embeds Compliance

Lowering the risk

If Marketing Operations becomes more mature,

marketers estimate they can reduce

their investments by

18%

less wasted resources


If Marketing Operations becomes more mature,

marketers estimate they can increase

their returns by

11%

extra seized opportunity


Marketing is the least efficient

process in business today, while

at the same time being one of

the most important

Robert Shaw & Philip Kotler

The potential for Operational Excellence in Marketing is enormous.

To group and align your marketing around the customer you need to have...

a Marketing Operations Team

a Marketing Operations Platform



For questions regarding

this presentation contact:

[email protected]

Read more about the importance of Marketing Operations and Marketing

Technology at our blog:

www.MarketingGovernance.com