Applying Marketing Operations Best Practice Framework

Your Marketing Operations Function
Applying a Best Practice Framework
GARY KATZ
VP MARKETING OPERATIONS

ClearAction Continuum
2© Copyright ClearAction Continuum. All rights reserved.
Marketing Operations Best Practice Framework
MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment

 Marketing Operations Strategy = planning & decision-making processes
• Includes linkage of Marketing strategy to enterprise strategy
• Includes development of Marketing Operations roadmap to deliver Marketing
strategy
• Includes Marketing Operations reviews to check Marketing health and ensure
Marketing initiatives remain in alignment with Marketing (and enterprise) strategy
• Key elements reinforcing strategy include cascading goals, change management,
environmental analysis, force-field analysis, go-to-market planning, stakeholder
analysis, SWOT, values, vision and mission
Defining Marketing Operations Strategy

Guidance = The integration of direction, knowledge, norms,
policies, procedures, systems and structures to feed the
development of process and metrics
• Other key guidance inputs include rules of engagement, lessons
leaned, best practices
• Key to effective alignment, knowledge sharing, learning and
change management
• Facilitates better decision-making
• Specifies competency development/training requirements
• Supports Marketing governance
Defining Guidance

 Process = a series of organized transactions that convert input to outputs (results).
A defense against chaos.
• Analytics
• Bills of Materials (BOMs)
• Brainstorming
• Brand Management
• Budget Approval
• Campaign/Program
Development
• Charter Definition
• Content Development /
Approval/Distribution
• Customer Experience
Management
• Product Launch /Go-to-Market
• Product Lifecycle Management
• Roles & Responsibilities
Clarification
• Six Sigma
• Stock-keeping Units (SKUs)
• Vendor management
• Workflow
• Customer References
• Field Communications Forecasting
• Lean Enterprise
• Lead Management
• Market Research Measurement
Tracking & Reporting
• Planning
• Purchasing
• Pricing
Example Marketing Operations processes include:
Defining Process

 Metrics = standards of measurement against a specified level of performance.
Performance parameters.
• Typical activities include definition, alignment with enterprise metrics, cascading accountability
• Metrics can be activity-based, operational, outcome-based, leading indicators or predictive
Source: Laura Patterson, VisionEdge Marketing
High-level metrics and associated key performance indicators include:
Acquisition-related:
Market Share
Retention-related: Lifetime
Value
Monetization-related:
Brand Equity
• Share of preference
• Share of voice
• Share of distribution
• Rate of customer
acquisition
• Purchase frequency
• Share of wallet
• Customer duration
• Loyalty
• Price premium
• Customer franchise
• Rate of new product
acceptance
• Net advocate score
Defining Metrics

Technology = tools that support Marketing activities
• At the individual, department, enterprise, and ecosystem levels
Technology types include:
• CRM
• Enterprise Marketing Management
• Marketing Resource Management
• Marketing Operations Management
• Marketing Asset Management
• Campaign/Offer Management
• Lead Management/Nurturing
• Database and E-Mail Marketing
• Digital Asset Management
• Content Management
• Knowledge Management
• Marketing Portals
• Dashboards & Scorecards
• Business Intelligence
• Predictive Analytics
Defining Marketing Operations Technology

Ecosystem = The host environment for Marketing Operations efforts
• Comprises the economic, social and political factors that drive or inhibit goal achievement
• Includes the cross-functional interactions with stakeholders essential to marketing success
• Alignment with stakeholders is key to successful ecosystems management
Defining the Marketing Operations Ecosystem

Infrastructure = integration of process, technology and metrics
• Provide the means to improve efficiency, effectiveness and
accountability of the Marketing function
• Reinforces optimization activities
• Enables achievement of the Marketing vision
Defining Marketing Operations Infrastructure

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Increase: Maximize: Decrease:
• Follow-through
• Ability to prioritize
• Productivity of resources
• Employee engagement
• Strategic vs. tactical work
• Resource acquisition
• Stakeholder satisfaction
• Stakeholder cooperation
• Team collaboration
• Right the first time
• Job satisfaction
• Continuity
• Project stalls
• Duplicated resources
• Redundant efforts
• Rework
• Employee turnover
• Alliance workloadAlignment (bridging silos) is the
next frontier in CX ROI
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MetricsProcessGuidance
Infrastructure
Management
Technology
Strategy
Ecosystem
Alignment
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(RAPID ANALYTICS CUSTOMER ENVIRONMENT)
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CX growth aspirations:
 Business results via trust-building
 Consistency via silo-bridging
 All-employee engagement
 Prevention and anticipation
 CX as managerial context
 Profit impact in daily decisions
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ClearAction clients’ experiences
Because each of the ClearAction
team members managed CX in B2B
for a number of years, they provided
personal examples and practical
tools that could be implemented right
away. It was incredibly beneficial for
us to work with them for several
occasions. They elevated our
collective knowledge and helped us
achieve a higher level of CX maturity.
– A. Chu, Dir Customer Experience
ClearAction is an expert in business
operations and has been an
invaluable resource for us to learn
best-practices in many areas. They
taught us things that would not
readily cross our minds, but after they
explain, it makes total sense, and this
increased our efficiency and
accuracy in many areas. I highly
recommend ClearAction.
– K. Van Diepen, Dir Marketing Communications
ClearAction has been at the forefront
of helping companies like ours
reduce chaos, maximize resources
and achieve impactful results.
They’ve provided mission-critical
guidance to begin the process of
building a strong marketing
operations function that supports our
company’s growth, scale and
continuous improvement objectives.
– K. Chalmers, Dir Marketing Operations

Customer value performance momentum

Applying Marketing Operations Best Practice Framework

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