The New [Digital] Marketing Operations

Archetypes

Jason Heller

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Aug 20, 2014

20 year digital veteran

“Recovering” digital agency exec

CEO, Agiliti

External expert for McKinsey & Company

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Context and background

@jasonheller

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Let’s stop the hyperbole and get practical

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That said …

84% Agree that marketing is undergoing a revolution (Adobe survey 2014)

78% Expect digital and mobile to transform their business within 5 years (Accenture survey 2014)

61% Marketers agree that their role will change within the next year (Adobe survey 2014)

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Marketing transformation has measureable results

Organizations with “excellent” marketing capabilities outperform their market (McKinsey research 2013)

2x – 3x greater revenue growth

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Marketing transformation has measureable results

Companies that use customer analytics extensively

(McKinsey research 2013)

9x outperform in loyalty

23x outperform in customer acquisition

2x outperform in profit

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The modern consumer is the catalyst for creating the

modern marketing organization

Marketers and agencies

must develop new

capabilities and org

structures to adapt to a

data-driven, fast paced,

consumer empowered

world

UX of everything

Creating great content, and a lot of it

Managing a complex media ecosystem

Providing advanced analytics and insights

Collaboration and workflow

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Examples of how marketing’s role is expanding

Manage the entire evolving customer journey

Contribute to shaping business strategy

Influence product innovation

Involved in employee engagement

Involved in operationalizing big data and insights

Foster cross functional collaboration

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Every organization

must become

more agile …

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“Culture eats strategy

for breakfast” - Peter Drucker

Curiosity may be the most important characteristic

of a modern marketing organization

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Who is your cultural

champion?

Prioritize transformation

Recruit a cross-functional steering committee

Secure funding and executive support

Protect and steward the transformation

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Digital marketing operations

Org

Capabilities

Process, governance

People, talent

Agencies

Technology

Strategic

Partners

Data Partners

Internal External

Digital marketing

operations and digital

transformation must

be viewed through a

holistic lens

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Capabilities

The tangible resources

and intangible

characteristics that

enable the customer

experience and create

operational

productivity

Capabilities

Identify gaps

Prioritize

Acceleration teams

Develop business cases

Continuous improvement

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Organization

There is no one size

fits all solution

COE model

Hub and spoke model

Integrated model

Funding model

Service model

Functions and roles

“Legacy tax”

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Most common COE’s

and new roles

Digital investment

Innovation

Social media

CRM

eCommerce

Digital platform

Analytics

Marketing technology

Customer experience

Mobile

Marketing operations

Technology focused

Customer focused

Operations focused

Digital production

Content

Data science

CDO

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Marketing is no longer

an island …

Orchestration

Collaboration

Decision making

Marketing

IT

Sales

Finance

Strategy

HR

Legal

R&D

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Processes, governance

Processes

Implement agile

processes, governance,

standards, and the tool

kits to help fuel

innovation and impact

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People / talent

Manage your most

valuable asset

accordingly

People / talent

Recruiting

Skills, training

Culture, incentives

Engagement

Reward, growth

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Principles for a modern

marketing operating model

Have discipline, rigor, scrutiny Be data driven

Develop new capabilities Define new roles and functions

Manage iterative processes

Optimize resources & partnerships

Evolve the culture

Thanks for listening!

Jason Heller

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jason@agilitipartners.com

@jasonheller