The Anatomy of a High-Impact Marketing Operations Team

New Relic Confidential | 1

New Relic Confidential | 2 New Relic Confidential | 2

• A brief history of Marketing Ops• The 5 Marketing Ops Competencies• Marketing Ops team structure

Marketing OperationsAgenda

A Brief History of Marketing Ops

Mad Men no more

The Birth of Marketing Ops

CRMEmail/Marketing

Automation

New Relic Confidential | 6

Competency #1 – Technology

The Marketer’s Technology Landscape

The Marketer’s Technology LandscapeBuy or Build?

New Relic Confidential | 9

Competency #2 - Operations and Automation

Turn process into automaton

Own the “systems”

Marketing Automation Flow

Must balance process with flexibility

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!

Inquiries

5.0%

4.0%

25%

MQLs

SQOs

Won

100,000

Hand-raisers

200Opps

50Deals

Inquiry -> MQL

MQL -> SQO

SQO -> Won

5,000Qualified

2014 Q3

Inquiries

5.8%

3.0%

26%

MQLs

SQOs

Won

120,000

Hand-raisers

210Opps

55Deals

Inquiry -> MQL

MQL -> SQO

SQO -> Won

7,000Qualified

2014 Q4

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

1000

500 500

200

300

100 150

240

10 501

5

5

Widget

Widget Widget

Widget

New Relic Confidential | 15

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

“Technology or marketing skills alone are not enough to deliver results expected of marketing operations.”

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 quality

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 Quality Management• Best practices and training• Change management• Marketing Strategy

Q&A

2/5/2015 27Copyright © 2015 | DemandGen® International, Inc.

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