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Anatomy of High Impact MOPS
Baxter Denney, Director of Marketing Ops@tbdenney
New Relic Confidential | 2
• A brief history of Marketing Ops• The 5 Key Marketing Ops Competencies• Marketing Ops team structure• Discussion
Marketing OperationsAgenda
A Brief History of Marketing Ops
Mad Men no more
New Relic Confidential | 5
The birth of Marketing Operations
CRMEmail/Marketing
Automation
New Relic Confidential | 6
Competency #1 – Technology
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The Marketer’s Technology Landscape
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New Relic Confidential | 9
Competency #2 - Operations and Automation
Turn process into automaton
Own the “systems”
Marketing Automation Flow
Must balance process with flexibility
Technology is NOT a solution
New Relic Confidential | 11
Competency #3 - Analytics
Total Marketing spend
100 Deals
$1,000,000 Bookings
5,000 MQLs
Customer Acquisition Cost (CAC)
1000 attendees at 10 field events
550 attendees at user conference
5 new customer case studies
Executive Summary – Metrics 2014 Q4 (10.01 - 12.31)
CORE ▼ 5% Q/Q
▲ 10% Q/Q
▲ 5% Q/Q
▲ 10% Q/Q
▲ 5% Q/Q
▼10% Q/Q
▲20% Y/Y
▼10% Y/Y
Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment!
Funnel Summary
Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment!
Qualified add’l leads to
feed more reps
Need better sales
enablement
High-performing SDR team
Customer Metrics
Examples only. Seriously though, footnote the crap out of analysis slides
Synthetics
Browser Mobile
Insights
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Competency #4 – Planning and Forecasting
Projecting and measuring Marketing goals
Set Goals
Identify KPIs
Review results
Project Trends
New Relic Confidential | 17
Competency #5 – Marketing Enablement
Alignment, alignment, alignment…
Marketing team Training and Onboarding
Sales/Marketing Alignment
Marketing content management Liaison to
other departments
New Relic Confidential | 19
Who is the head of Marketing Operations?
Marketing Chief of Staff
Budget management
Workforce planning
Marketing org structure support
The CMO’s “right-hand person”
Marketing team skill assessment
MOPS Structure & Maturity
MOPS Manager
Marketing Team Size: 1-10
Team skills: • Marketing Automation• Basic Analysis & Reporting• Email Marketing / Nurturing
MOPS Manager
Marketing Automation
Data Analyst
Email Marketing
Marketing Team Size: 10-20
Team skills: • Process & Automation• Marketing Technology• Analysis & Reporting• Email Marketing
Head of Marketing Ops
Marketing Operations
Marketing Automation
Data Analyst
Budget /Planning
LifecycleMarketing
Email Marketing Manager
Email Marketing Coordinator /
Specialist
Mktg Ops Coordinator
Marketing Team Size: 20-50
Team Skills• Process & Automation• Marketing Technology• Analysis & Reporting• Customer Marketing
• Email Marketing / Nurturing• Budget Management• Planning & Forecasting• Data integrity
Marketing Chief of Staff
Segment Strategy Marketing Ops
Marketing Technologies
Automation & Process
Marketing Analytics
Customer Insights
Analytics
Forecasting
Marketing FP&A Marketing Enablement
Training, Onboarding,
Support
Planning
Lifecycle Marketing
Customer Marketing
Email Marketing
Marketing Team Size: 50-?
Team Skills:• Process & Automation• Marketing Technology• Analysis & Reporting• Customer Marketing• Email Marketing / Nurturing
• Budget Management• Planning & Forecasting• Data Management / Strategy• Best practices and training• Change management• Marketing Strategy
