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Digital Marketing Operations presentation from the inaugural MarTech marketing technologist conference in Boston Aug 20, 2014. Presented by Jason Heller. _______________________ Today's connected and empowered consumer is the catalyst for change within marketing organizations, inspiring systemic digital transformation. But achieving digital maturity and leadership is not as simple as increasing digital budgets, adding headcount to legacy org silos, or even hiring a marketing technologist. Making the most of your digital marketing investments means evolving your marketing operations structure: the people, culture, processes, systems and partnerships that enable the full spectrum of digital capabilities. This session will highlight pitfalls to avoid and provide best-in-class examples of how enterprises are successfully reinventing marketing operations.
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The New [Digital] Marke2ng Opera2ons
Archetypes
Jason Heller
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Aug 20, 2014
§ 20 year digital veteran
§ “Recovering” digital agency exec
§ CEO, Agili2 § External expert for McKinsey & Company
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Context and background
@jasonheller
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Let’s stop the hyperbole and get practical
“The End of Marke2ng
As We Know It”
“The Death of Tradi2onal Media”
“The Sky is Fall
ing”
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That said …
84% Agree that marke8ng is undergoing a revolu8on (Adobe survey 2014)
78% Expect digital and mobile to transform their business within 5 years (Accenture survey 2014)
61% Marketers agree that their role will change within the next year (Adobe survey 2014)
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Marketing transformation has measureable results
Organiza8ons with “excellent” marke8ng capabili8es outperform their market (McKinsey research 2013)
2x – 3x greater revenue growth
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Marketing transformation has measureable results
Companies that use customer analy8cs extensively (McKinsey research 2013)
9x outperform in loyalty
23x outperform in customer acquisi2on
2x outperform in profit
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The modern consumer is the catalyst for creating the modern marketing organization
Marketers and agencies must develop new capabilities and org structures to adapt to a data-driven, fast paced, consumer empowered world
§ UX of everything
§ Crea2ng great content, and a lot of it
§ Managing a complex media ecosystem
§ Providing advanced analy2cs and insights
§ Collabora2on and workflow
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Examples of how marketing’s role is expanding
Manage the en8re evolving customer journey
Contribute to shaping business strategy
Influence product innova8on
Involved in employee engagement
Involved in opera8onalizing big data and insights
Foster cross func8onal collabora8on
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Every organization must become more agile …
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“Culture eats strategy for breakfast”
- Peter Drucker
Curiosity may be the most important characteristic of a modern marketing organization
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Who is your cultural champion?
Priori8ze transforma8on
Recruit a cross-‐func8onal steering commiXee
Secure funding and execu8ve support
Protect and steward the transforma8on
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Digital marke2ng opera2ons
Org
Capabili8es
Process, governance
People, talent
Agencies
Technology
Strategic Partners
Data Partners
Internal External
Digital marketing operations and digital transformation must be viewed through a holistic lens
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CapabilitiesThe tangible resources and intangible characteristics that enable the customer experience and create operational productivity
Capabili8es
Iden8fy gaps
Priori8ze
Accelera8on teams
Develop business cases
Con8nuous improvement
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Organization There is no one size fits all solution
COE model
Hub and spoke model
Integrated model
Funding model
Service model
Func8ons and roles
“Legacy tax”
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Most common COE’s and new roles
Digital investment
Innova8on
Social media
CRM
eCommerce
Digital pla]orm
Analy8cs
Marke8ng technology
Customer experience
Mobile
Marke8ng opera8ons
Technology focused
Customer focused
Opera2ons focused
Digital produc8on
Content
Data science
CDO
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Marketing is no longer an island … Orchestration Collaboration Decision making
Marke2ng
IT
Sales
Finance
Strategy
HR
Legal
R&D
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Processes, governance
Processes Implement agile processes, governance, standards, and the tool kits to help fuel innovation and impact
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People / talent Manage your most valuable asset accordingly
People / talent
Recrui8ng
Skills, training
Culture, incen8ves
Engagement
Reward, growth
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Principles for a modern marketing operating model
§ Have discipline, rigor, scru2ny § Be data driven
§ Develop new capabili2es § Define new roles and func2ons
§ Manage itera2ve processes
§ Op2mize resources & partnerships
§ Evolve the culture
