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7/31/2019 Presentation April05 Partners.ppt.43309
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Assetlink ConfidentialMarketing Operations Management The Science of Marketing
Marketing OperationsManagement
The Science of Marketing
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Marketing Operations Management The Science of Marketing Assetlink Confidential 2
Assetlink Background
Mission: Enable Global 2000 companies to
Achieve Marketing EfficienciesImprove Marketing Effectiveness and ROI
Communicate Business Impact of Marketing
Marketing Operations Management (MOM) is an enterprisesoftware solution for managing:
Marketing Strategy & Planning, Budgeting & Procurement
Project Management related to Product Launch & Packaging,Advertising & Direct Mail Campaigns, Sponsorships & Events
Digital Asset Management Brands, Collateral, Market Intelligence
Marketing Analytics Efficiency and Effectiveness Tracking
Assetlink MOM is deployed at 30+ Global 2000 enterprises
Assetlink has operations and customers in Europe, NorthAmerica and Asia Pacific (including Australia)
Assetlink is 7 years old, privately held and profitable
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Full Service Offering
Business Consulting Services
Marketing Performance Measurement Framework
Marketing Process Reengineering
Implementation Services
Project Management for AL MOM solution deployment
Training
Software Customization and Enterprise System Integration
IT / Hosting Services
Software Installation & Performance Tuning
On-line Hosting
Application Administration
Marketing Operations Services
Global Artwork Management
Brand Guidelines Site Management
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Customers
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Marketing Challenges & Solutions
How EFFICIENT is my marketing execution?Who cares: Directors of Marketing Services functions
Solutions: Digital Asset Management (DAM) + WorkflowManagement + Procurement
How EFFECTIVE is my marketing?
Who cares: VP of Marketing / Chief Marketing Officer
Solutions: Strategy + Planning + Budget Mgmt + Procurement +Workflow + DAM
What is the BUSINESS IMPACT of marketing?
Who cares: Everyone! (CEO, CFO, COO, CMO, CIO, VP of Sales, VPof Customer Support, )
Solutions: MRM + Marketing Functions-specific Solutions + BrandMgmt + Marketing Analytics + Integration with ERP, CRM & SCM
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Opportunity for Improvements
Faster Time to Market
Approvals cycle reduced from 14 weeks to 2 weeks -Bristol-MyersSquibb
Reduction of Packaging Process cycle time
From 16 weeks to 4 weeks - Novartis/Syngenta
Agency fee reductions
$1.3M agency fee reductions at Winterthur
25% Productivity gain at Clorox
Reuse of existing assets
$200K per brand per year Nestl
Global Ad consolidation reduces Ad costs by 10%
$1.8M at Winterthur
Reduction of Brand Identity distribution costs and strengthening ofBrand Value
$200K per year per brand - Novartis/Syngenta, Mibelle
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Marketing Operations Management
ObjectivesStrategy
Plans & Budgets
ObjectivesStrategy
Plans & Budgets
Track ResultsReports
DashboardsTriggers
Track ResultsReports
DashboardsTriggers
Search & RetrieveCustomize
Publish & Distribute
Search & RetrieveCustomize
Publish & Distribute
Marketing WorkflowOrders & Bids
Expense Tracking
Marketing WorkflowOrders & Bids
Expense Tracking
AssetlinkMOM
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Why Hire Assetlink?
Assetlink solution is fine-tuned for Global 5000 Marketing
It is simpler, more intuitive and easy to use
You are not burdened with the complexity required for creativeagencies, printers or web content management
Assetlink sets up experienced project team that hasimplemented together already many solutions similar to yourCompany (RBC, CSFS, TXU, National Australia Bank, Nestl,
Godiva, Syngenta)
Assetlink has unique, pragmatic implementation methodologyspecified for marketing organizations (unifies Marketing,Agency, Print Production and Software Engineering)
Assetlink has pioneered MRM market since 1997 and hasimplemented many MOM solutions across industries
Assetlink solution goes beyond classic MRM functionality toinclude Marketing Strategy, Procurement and MarketingAnalytics
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Assetlink MOM Solution
Modular
Web-based
Customizable
Secure
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Marketing Operations Management
Track ResultsReports
DashboardsTriggers
Track ResultsReports
DashboardsTriggers
Search & RetrieveCustomize
Publish & Distribute
Search & RetrieveCustomize
Publish & Distribute
Marketing WorkflowOrders & Bids
Expense Tracking
Marketing WorkflowOrders & Bids
Expense Tracking
AssetlinkMOM
ObjectivesStrategy
Plans & Budgets
ObjectivesStrategy
Plans & Budgets
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Strategy & Planning
1. Translate business objectives (e.g. Revenue)to relevant marketing objectives (e.g.
Inquiries, Considerations, CustomerAcquisition, etc.) in terms of Key PerformanceIndicators (KPI).
2. Communicate Marketing Scorecards consistingof applicable KPIs to each business/marketunit.
3. Build a high-level Marketing Strategyconsisting of (Market Analysis, SWOTAnalysis, Competitive Analysis, Marketing Mixand Communications Plan, etc.) using pre-defined Marketing Strategy templates.
4. Define tactical Marketing Programs andIntegrated Campaigns including schedules,sources of funds, top-down budgets,associated marketing objectives and expectedresults.
5. For each Marketing Program or IntegratedCampaign define communications channelspecific marketing activity and associatedschedules and budgets.
1
2
3
4
5
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1. Translate Business Objectives to Mkt. KPI
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2. Communicate Marketing Scorecard
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3. Build High-level Marketing Strategy
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4. Define Tactical / Operational Plan
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4. Define Tactical / Operational Plan (contd.)
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5. Manage Marketing Activity
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5. Manage Marketing Activity
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5. Expense Tracking
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5. Expense Tracking - Commitments
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5. Expense Tracking - Invoices
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Marketing Operations Management
ObjectivesStrategy
Plans & Budgets
ObjectivesStrategyPlans & Budgets
Track ResultsReports
DashboardsTriggers
Track ResultsReportsDashboards
Triggers
Search & RetrieveCustomize
Publish & Distribute
Search & RetrieveCustomize
Publish & Distribute
AssetlinkMOM
Marketing WorkflowOrders & Bids
Expense Tracking
Marketing WorkflowOrders & Bids
Expense Tracking
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Deliverables& Tasks
Deliverables& TasksDeliverables
& Tasks
Deliverables& TasksDeliverables
& Tasks
Deliverables
& TasksDeliverables& Tasks
Deliverables& Tasks
Marketing workflow management
RequestRequest
ProjectInitiation &Coordination
ProjectInitiation &
Coordination
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Workflow Manager - Brief
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Workflow Manager Project & Timelines
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Approvals Manager Setup Route
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Approvals Manager Review and Approve
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Manage Vendors and Warehouses
General informationAgreements (attachment/text field)
Discount schema
Total revenue
Vendor analysis
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Manage Orders
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Manage Orders
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Manage Inventory
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Order Collateral
Promotion Toolbox
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Order Collateral
Ordering Print Material
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Order Collateral
Order Form
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Order Collateral
Ordering Photos
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Order Collateral
Rights Management & Usage Control
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Order Collateral
Ordering Merchandise
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Digital Asset Management
Ease of Search &Navigation
Low-res PreviewsEase of Download
Ease of Ingestingassets
Bulk uploading
Use of metadatatemplates
Single ItemUploading
Hot folderuploading
Administrativeusability
Additional Tools
E-mail Links
Rendering ondemand
Annotations
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Advert Creation - Order Process
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Advert Creation - Order Process
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Advert Creation Select Template
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Advert Creation Customize Text & Graphics
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Communicate Brand & Marketing Info
Author & publishinteractiveguidelines
Product sites
MarketingIntelligence
without help ofinteractive/creative agencies!
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Marketing Operations Management
ObjectivesStrategyPlans & Budgets
ObjectivesStrategy
Plans & Budgets
Search & RetrieveCustomize
Publish & Distribute
Search & RetrieveCustomize
Publish & Distribute
Marketing WorkflowOrders & Bids
Expense Tracking
Marketing WorkflowOrders & Bids
Expense Tracking
AssetlinkMOM
Track ResultsReportsDashboards
Triggers
Track ResultsReports
DashboardsTriggers
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MOM Foundation - Marketing Dashboard
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MOM Foundation - Admin Tools & Utilities
User admin
Authentication & Access policy
Audits & Reports
Definition & Configuration ofsearch criteria/business info
Admin reports & systemcontrolling
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Marketing Analytics & Reports
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Back-up Slides
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Secure System Configuration
Options Location In-house ASP Co-located at Service Provider
Application Management In-house Outsourced to Assetlink
Firewall
Server 2Server 2
DMZ
(Extranet)
LAN
(Intranet)
Web ServerAssetLink
ApplicationServices,
Database &StorageServer
Firewall
SMTP Access
Disk Storage
DB
Internet
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Inputs
Process Steps
Outputs
Legend
Strategic
Marketing
Planning
Marketing Objectives
Marketing StrategyBusiness
Objectives
Segment Mgrs
Product Mgrs
Marketing Mgrs
Operational
Planning
Campaign List
Integrated Comm Plan
Marketing Calendar
Budgets
Cost Center-wise
Budget Allocations
Campaign Models
Marketing Managers
Marketing Services Mgrs
Marketing Program
ExecutionWorkflow
Projects
Deliverables
TasksMarketing
Brief
Project Mgrs
Vendors / Creative Agencies
Contributors / Reviewers
Budget Tracking& Procurement
Spends, Commits,
Vendor& InventoryInfo
RFP, Forecasts,Estimates, Invoices
Marketing Controller
Campaign/Activity
Results
(CRM Upload)
Marketing
Analysis
Marketing Reports
+
Dashboard
Office of
CMO
INSIGHTS
Brand & Marketing
Asset Mgmt
Digital Assets
Brand SitesMarketing
Deliverables
Brand Mgrs
Librarian
Creative Agencies
Marketing Operations Management
MOM I f ti M d l
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MOM Information Model
Project
Deliverable
Task
Digital Asset
Activity Channel Volume
Activity Budget
Forecasts
Invoice
Invoice ItemCost
Category
EstimatePurchase
Order #
Efficiency
Biz Impact
ROI
PIRActual
Results
Effectiveness
Marketing Plan Scorecard Strategy
Program /
Campaign
Products SegmentsMarketing
Objectives
Expected
ResultsBudget