Driving Strategic Impact Through Marketing
Influencing the Enterprise
Center your business on customers as the key to growth: accountability, alignment & agility
What Silos Inhibit Your Effectiveness?
• What are the consequences?– Resource mis-allocation– Branding confusion– Locked-up BKMs & scale– People dependence– Lost opportunities: agility
• What are the causes?– Stand-alone management– Lack of cross-functional inertia &
accountability– Know-how to overcome silos
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
What Silos Inhibit Your Effectiveness?
• What are the consequences?
• What are the causes?
• How can silos be overcome?– Systems thinking– Change management– Organizational learning– Quality tools– Balanced scorecards– Customer-centric culture+++
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Marketing Operations
Systems Thinking for Big Picture
Holistic View• Analogies
• Connectivity
• Framing
• Patterns
• Perspective
• Structure
LIKE …
Marketing Operations
Stra
tegy
Exec
utio
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© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Change Management for Lasting Cooperation
Marketing Operations
Stra
tegy
Exec
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© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Organizational Learning for Agility
N.I.H.
?• Language
• Post-Mortem
• Politics
• Knowledge
• Proliferate
• Refine
Company = Team
Marketing Operations
Mar
keti
ng
Scal
abili
ty
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Quality Tools for Fact-Based Decisions
Root Cause Analysis: Facts Pareto Chart: 80/20 Rule
Critical Path Diagram: Workflow Control Chart: Accountability
UCL
LCL
_X
Marketing Operations
Busi
ness
Inte
llige
nce
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Balanced Scorecard: Empowerment
Marketing OperationsRetu
rn o
nM
arke
ting
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Customer-Centric Culture: Guiding Light
Marketing Operations
Cust
omer
Prof
itab
ility
DriversOf Trust
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Influence Entire Enterprise: Customer Experience
Solution = Means to an End Customer Experience Scope
Customers’ View of Your Value
Marketing Operations
Buyi
ngA
ccel
erat
ion
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Engage Enterprise-wide
Marketing Operations: Overcome Silos
Buyi
ngA
ccel
erat
ion
Cust
omer
Prof
itab
ility
Mar
keti
ng
Scal
abili
ty
Busi
ness
Inte
llige
nce
Stra
tegy
Exec
utio
n
Retu
rn o
nM
arke
ting
Marketing Operations
High-ROI Resource Allocation Branding Clarity Best Practices Scalability Process Excellence Agility for Emerging Opportunities
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Marketing Operations for Higher ROI
BuyingAcceleration
CustomerProfitability
Marketing Scalability
BusinessIntelligence
StrategyExecution
Return onMarketing
ALIGNMENTACCOUNTABILITY
Free Marketing from activity treadmill, opportunity cost,
waste.
AGILITY
Propel Marketing impact by accommodating
emerging opportunities, broad CX innovation,
proactive role in C-suite
MARKETING EFFICIENCY & EFFECTIVENESS
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Marketing O
perations
We guide marketing organizations to become a value center
We are front-runners in Marketing Operations
to create a consultancy dedicated to Marketing Operations
to publish an article on MO
to create a college course on MO
to teach a professional symposium on MO
to conduct a benchmarking study of MO practices
© 2016 Marketing Operations Partners. All Rights Reserved.
1st
1st
1st
1st
1st
Companies we’ve influenced: (partial list)
© 2016 Marketing Operations Partners. All Rights Reserved.
Organization-wide efficiency and effectiveness raise Marketing performance, agility and ROI
Ask us about our model for Marketing Maturity
Strategy: holistic vision, fact-based decision-making
Guidance: competency development, governance
Process: workflow, lean/six-sigma, supply chain
Metrics: profitability, predictive analytics, alignment
Technology: enterprise marketing / portfolio mgt
Ecosystem: collaboration with key stakeholders
Infrastructure: back-end integration of processes,
metrics, technology
Request your marketing maturity assessment and [email protected]
tel +1 408 243 7881
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• Youtube.com/c/marketingfutureforum
MarketingFutureForum.com
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Center your business on customers as the key to growth: accountability, alignment & agility
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