Building Upon the 5Ts of Marketing Operations
Applying Learning Organization Insights to Increase Marketing Effectiveness
Measure Marketing ROI & Demonstrate Value
Balance of Marketing Strategy & Tactics
Common Goals for Marketing Success Tied to Other Groups
73%
60%
Justify Marketing’s Role & Contribution to C-Level Executives
Marketing Processes Enable Internal Efficiencies & Effectiveness
Collaboration & Synergy Supported By Corporate Environment
Coordination of Shared Processes Across Functions
Continuity to Maintain Institutional Knowledge & Expertise
Assimilate & Integrate Resources Obtained From M&A
57%
49%
42%
26%
22%
12%
6%
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Biggest Marketing Operations Challenges
Unsupportive Culture
Lack of Follow-Through
Risk-Taking Penalties
Infrequent Delegation
Marketing Operations Success Factors s Marketing Operations
Obstacles
Clarity & ConsistencySupportive CultureExecutive Buy-in
Performance MeasurementProcess Refinement & Automation
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
MO Success Depends on Clarity, Consistency, Winning Support & Buy-In
0% 50% 100%25% 75%
Marketing Accountability Setting specific commitments; tracking & adjusting performance; rewards, penalties
Proliferation of Lessons Learned Widespread sharing of best marketing practices throughout the company
Management Between Reviews Keeping a pulse on action items during time period between marketing ops reviews
Balance of Strategic & Tactical Elements Maintaining big picture in day-to-day marketing execution decisions
Synergy With Stakeholders Leveraging value from others who have a stake in the outcome of marketing strategies
Fact-Based Decision-Making Using data from reliable sources as key inputs to marketing decisions
Group Memory Management Enduring repository of marketing information despite movement of individuals
40% 80%
45% 83%
34% 83%
45% 85%
31% 79%
36% 82%
35% 85%
NeverPracticed
Always Practiced
Key:X% At Inception of MO Function| Current Performance
X% Mid-2008 Target
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Accountability Underlies Improvement Effort
Strategy• Change Management• CMO Is Chief Strategy Officer• Marketing Strategy
Is Enterprise Strategy• Rolling & Long-Term Plan• Strategic Management
Process• Campaign/Lead Management• Shared Processes• Technology• Knowledge Portals• Metrics• Dashboards & Scorecards• Incentives• Predictive Analytics
Guidance• Alignment with Sales, Finance, IT• Competency Development• Culture of Measurement
& Accountability• Executive Sponsorship• Expanded Voice of Marketing• Grassroots Buy-in• Shared Vision
MetricsProcessGuidance
Infrastructure Management
Technology
Strategy
EcosystemAlignment
MO Impact = Ability to DriveStrategy, Change, Accountability
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
+
Product Promotion
Price Place
Customers
Competitors
Corporation
Positioning
Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
A New Maturity Model: You`ve Heard of the 5Ps and 3 Cs of Marketing
1. Total Strategy
2. Techniques and Processes
3. Tracking & Predictive Modeling
4. Technology
5. Talent
4Ps 3Cs
MarketingEffectiveness
5Ts
Source: © 2007, Adrian Ott, Exponential Edge© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
More Recently, We Saw the Unveiling of the 5Ts of Marketing Operations™
The 5 P’s +The 3 C’s +The 5 T’s
= 13
The entry age into adulthood in certain cultures
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Addition of the 5 T`s is Marketing`s Rite of Passage
Discipline #1 - Personal mastery
Discipline #2 - Mental models
Discipline #3 - Shared vision
Discipline #4 - Team learning
Discipline #5 - Systems thinking
The 5 D’s
Source: The Fifth Discipline: The Art & Practice of the Learning Organization© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
The Next Step in Marketing`s Evolution is to Embrace Insight from Learning Organizations
• Defined: A commitment to individual learning to develop proficiency; increasing ability to clarify what is important, see current reality more clearly
• Related to Marketing Competency Development• Significant implications for strategic planning, collaborative decision-making,
resource allocation, roles & responsibilities clarification, team dynamics, etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Personal Mastery in MO
• Defined: Questioning implicit assumptions underlying decision-making processes
• Unconsciously controls what one perceives can and cannot be done
• Key skills: Surfacing, challenging mental models to make decision-making more explicitly; balancing advocacy and inquiry
• Significant implications for strategic planning, socialization, achieving buy-in, leveraging VoC, encouraging innovation, etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Mental Models in MO
• Defined: Winning individual and group buy-in for key initiatives by securing enrollment, commitment, compliance
• Overcomes ambivalence, confusion, resistance, passive-aggressive behavior
• Significant implications for socialization, winning buy-in, mission and charter definition, values clarification, cross-functional alignment, etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Shared Vision in MO
• Defined: Aligning individual and team learning through a commitment to a
balance of dialogue and discussion
• Overcomes “groupthink”
• Facilitates breaking through internally-imposed barriers and “getting” the big
lesson
• Significant implications for decision-making, marketing competency
development, knowledge management, marketing intelligence, planning,
process design, socialization, program evaluation, etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Team Learning in MO
• Defined: Learning to view the system as a whole rather than focusing on discrete parts
• Can be used to manage overwhelm from complexity and overcome “learned helplessness”
• Requires a balance of linear and non-linear thinking
• Significant implications in marketing intelligence, knowledge management, MO assessments, product portfolio and marketing mix management, process design, marketing IT, leveraging VoC, demonstrating return on marketing , etc.
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Systems Thinking in MO
3 C’s5 P’s
5 T’s
5 D’s
The Power of 18
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Adding the 5 D`s Leads to a New Level of Generative Learning and Marketing Maturity
See What Marketing Ops Thought Leaders are Saying!
Benchmarking study:adopt best practices,
avoid pitfalls,build your MO roadmap!
MOpartners.com/resources/store
Follow our blog!
MOpartners.com/blog
tinyurl.com/Mktg-Ops
Online talk show with execs from Autodesk,
Clorox, Genworth, NetApp, … and more!
© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Jump-start Your Organization’s Awareness of Marketing Operations Improvement Opportunities
Socialize your assessment results through this coffee table book with more than 2 dozen analyses and recommendations. Excerpts from 88-page MO:DNA report:
www.MOpartners.com/resources/MO-DNA© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Advance Your Expertise in Marketing Operations
1) Impact & Promise of Marketing Ops
2) Mobilizing Strategic Impact for Corporate Growth
3) Designing Marketing Infrastructure for Results
4) Journey to Marketing Ops Maturity
Marketing Operations Essentials: 4 modules available online, in-person, or hybrid
www.MOpartners.com/resources/© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Join the Marketing Operations Future ForumThe Forum takes you on a discovery process that alters your viewpoint
to manage any aspect of marketing more efficiently and effectively
www.MOfutureforum.com© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
Let’s Keep in Touch!
tinyURL.com/MOfutureforum@[email protected]/Mktg-Ops
US +1 408 243 7881London +44 (0)20 7193 7682
Singapore +65 8183 4022© 2012 Marketing Operations Partners, Inc. All Rights Reserved.