Presentation April05 Partners.ppt.43309

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


DashboardsTriggers

Search & RetrieveCustomize

Publish & Distribute



Marketing WorkflowOrders & Bids

Expense Tracking


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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DashboardsTriggers


DashboardsTriggers






Expense Tracking


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.

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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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ObjectivesStrategy

Plans & Budgets

ObjectivesStrategyPlans & Budgets


DashboardsTriggers

Track ResultsReportsDashboards

Triggers





AssetlinkMOM


Expense Tracking


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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ObjectivesStrategyPlans & Budgets

ObjectivesStrategy

Plans & Budgets






Expense Tracking


Expense Tracking

AssetlinkMOM

Track ResultsReportsDashboards

Triggers


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


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

Documents

Presentation April05 Partners.ppt.43309