Tactical to Transformational: The Evolution of Marketing Operations
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Transcript of Tactical to Transformational: The Evolution of Marketing Operations
Agenda
Housekeeping • Questions? Use the
Question/Chat pane on GoToWebinar
• Technical Difficulties? Contact [email protected]
• The Evolving Role of Marketing Operations in strategy, infrastructure, enablement and accountability
• Strategy Alignment. How to align marketing strategy and investments to business goals and revenue performance
• Financial Planning. An overview of key financial planning perspectives that provide the basis for aligned measurement and performance
© 2014 SiriusDecisions. All Rights Reserved 4
Craig MooreService Director, Marketing Operations Strategies @cramoore | #sdwebinar
Up-leveling Marketing Operations for Improved Performance
Tactical or Transformational
Craig Moore, Service Director, Marketing Operations Strategies
© 2014 SiriusDecisions. All Rights Reserved 7
Marketing Operations Defined: Core Responsibilities
EnablementAccountability PlanningInfrastructure
© 2014 SiriusDecisions. All Rights Reserved 8
Marketing Operations Range of Responsibilities CORE RESPONSIBILITIES
PLANNING
Budget
Annual marketing
budget allocation
Budget management
Budget tracking and reconciliation
Spend management
process
Campaign
Annual marketing planning process
Campaign plans
Program plans
Tactical plans
INFRASTRUCTURE
ProcessTechnology
Technology strategy
and capabilities roadmap
Process OptimizationTechnology
prioritization and selection
The Campaign Implementatio
nProcess
Technology implementatio
n and management
Technology access,
administration and training
Data
Master data management
Marketing data strategy
Data management
and stewardship
Data administration
ENABLEMENTSkills
Development
Workforce planning and organizational
design
Competency assessment
Functional competency
identification, development
planing
Access to training
Process
Changemanagement
Process Optimization
Process governance
Process management
ACCOUNTABILITY
Measurement
Organizational summary
measurement
Program and function
measurement
Function and tactictype
measurement
Tactic type and tactic
measurement
Predictive analytics
Exploratory analytics
Analytics
Historical analytics
Historical reporting
SCOPE
STRATEGIC
TACTICAL
© 2014 SiriusDecisions. All Rights Reserved 9
Marketing Operations Maturity ModelCategories Maturity Level
1 2 3 4 5Definition and Goals
Interlock (Alignment)
Processes and Procedures
Skills, Knowledge and Training
Technology and Tools
Measurement and Reporting
© 2014 SiriusDecisions. All Rights Reserved 10
Marketing Operations Resource Allocation
Maturity Reporting Advanced Analytics Data Technol-
ogy Process Skills Dev. Budget Planning
ONE
TWO
THREE
FOUR
FIVE
Accountability Infrastructure Enablement Strategy
Strategic AlignmentAligning marketing strategy and investments to business goals and revenue performance
© 2014 SiriusDecisions. All Rights Reserved 12
The Campaign Framework
The building of awareness, interest and urgency around a theme
The sourcing and nurturing of demand based on the theme
The help with progression of opportunities sourced by the theme
• Focus group• SWOT
analysis• Internal
survey
• Press release• Blog• Briefing
• White paper• Webcast• Trial
• Battlecard• Playbook• ROI tool
THE TACTICS
The knowledge building of external targets and internal audiences
Market Intelligenc
e
Reputation
Demand Creation
Sales Enablemen
t
THE PROGRAMS
© 2014 SiriusDecisions. All Rights Reserved 13
Campaign Objectives
New Logo Retention
Up-sell Cross-sell
Sales in new accounts
Ensure existing customers retain existing commitments
Expand into new buying centers within existing logos
Expand in current buying centers within existing logos
© 2014 SiriusDecisions. All Rights Reserved 14
Reputation
Demand Creation
Sales Enablement
Market Intelligence
Marketing Budget Allocation$
Headcount & Capex Programs
Campaigns
Campaign A Shared Services
Out of CampaignsC
ampa
ign
A
Cam
paig
n B
Cam
paig
n C
Cam
paig
n D Sha
red
Svc
Ann
ua l E
vent
Com
ms
Oth
er
Indu
stry
A
Indu
stry
B
Indu
stry
C
Hor
izon
tal
Cre
ativ
e S
ervi
ces
Ana
lyst
R
elat
ions Web
Pub
lic
Rel
atio
ns
R
DC
SE
MI
Campaign D
Indu
stry
A
Indu
stry
B
Indu
stry
C
Hor
izon
tal
40% 30%
55% 45%
70% 30%
40%
Illustrative Proportions
15% 15%
Taking a More Strategic Approach to Budgeting
14
SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 15
Start with an allocation approach to budgeting, and fill in the detailswhen quarterly budgets are understood.
Top-down Meets Bottom-up
And Then to Quarters
Allocated to Program Families
Campaign Budget Campaign
Reputation Demand Creation
Q2 Q3 Q4
Sales Enablement
Market Intelligence
Q1
And Then Bottom-upto Execution Types
Global Development
Global Execution
Regional Execution
Regional Development
© 2014 SiriusDecisions. All Rights Reserved 16
Budget Allocation Models – Pros and ConsSiriusPerspective: Money drives behavior. If you fund silos, that’s how they will behave.
Centralized
• Simple; ensures control
• Collaboration, communication and collective thinking are difficult
• Provides autonomy
• Collaboration is difficult; encourages “tin-cupping”.
Functional
• Aligned with sales & focused on execution
• Encourages geo-silos, redundancy, and short-term initiatives supporting deals
Geographic
• Less about how marketing is organized
• Focused on product, not customer
Product
• Focuses on portfolio of offerings that address customer needs
• Lacks balance across reputation, demand creation, sales enablement and MI
Solution
• Focuses on customer business needs. Funds initiatives, not silos.• Encourages sales, product and marketing collaboration.
Campaign
SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 17
Budget
Sales/Geo•My Theatres•My Territories•My Channels
Product•My Offerings•My Initiatives
Function•Events Team•Web•Demand Center
Campaigns•Campaign 1•Campaign 2•Campaign 3
Everyone Has a Point of ViewIn order to manage a complex marketing budget effectively, there
must be several perspectives.
SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved 18
A Strategic Budgeting FrameworkA strategic budget aligns to corporate, sales and business unit strategies and establishes lines of communication with constituencies.
18
• Key corporate initiatives• Sales objectives by geo, channel, offer• BU introduction, growth, share or competitive goals
Aligned
• CampaignsAllocated
• Communication with marketing’s constituents• Executive, sales, BU and financeTransparent
• Effective bottom-up design• Budget operations system that manages day-to-dayManaged
DemoTurn theory into actionSD Framework into Allocadia
Turn your Marketing Strategy into Action: learn.allocadia.com/demo
Thank you.To see a demo of Allocadia, go to:learn.allocadia.com/demo
James ThomasCMO | Allocadia
@Jthomas_44
@allocadia
Craig MooreServices Director, Marketing
Operations Strategies
@cramoore @siriusdecisions