While marketing operations capabilities are a requirement for today’s b-to-b marketing organizations, they can choose from a variety of approaches to execute those capabilities. The key to success is matching an organization’s situation and requirements to the right execution model. In this webinar Jeff Clark (Research Director at SiriusDecisions) and Ed Breault (VP Marketing at Aprimo) will define the organizational choices for executing marketing operations responsibilities and the advantages and risks associated with each choice, addressing the topics such as organizational model and responsibilities and technology platform.

1. © Copyright 2018. All rights reserved. Proprietary.
#AprimoAdvantage
Marketing Operations
in an Age of
DISRUPTION

2. 2 © Copyright 2018. All rights reserved. Proprietary.
Your Presenters
Jeff Clark
Research Director, SiriusDecisions
@jjclark978
Ed Breault
VP of Marketing, Aprimo
@edbreault
#AprimoAdvantage

3. 3 © Copyright 2017. All rights reserved. Proprietary.3 © Copyright 2018. All rights reserved. Proprietary.
What We’ll Cover Today
Key issues
• Marketing Operations sits at the crossroads of critical marketing, sales and
product functions
• Focus on customer experience to drive growth is driving marketing
transformation
• Marketing operations leaders need to support growth through best-in-class
accountability, planning, infrastructure and data management
What you will walk away with
• A view of the current state of marketing operations and how it is evolving
across organizations of all sizes
• Introduction to key marketing operations skills and frameworks
• Planning recommendations for marketing operations leaders
#AprimoAdvantage

4. 4 © Copyright 2018. All rights reserved. Proprietary.
#AprimoAdvantage
How do you
drive change
in your
organization?

5. 5 © Copyright 2018. All rights reserved. Proprietary.
#AprimoAdvantage
To act
differently
you have to
think differently.

6. 6 © Copyright 2018. All rights reserved. Proprietary.
Times have
changed
#AprimoAdvantage

7. 7 © Copyright 2018. All rights reserved. Proprietary.
Channel complexity Content explosion
Limited Resources
Customer driven marketing
Globalization

8. 8 © Copyright 2018. All rights reserved. Proprietary.
POLL
How is your organization planning to enhance
the customer experience?
1. Haven't really started yet
2. Scoping the market, gathering info and data to build a plan
3. Have a customer experience program ready to execute
4. We are executing a program and are evaluating outcomes
#AprimoAdvantage

9. 9 © Copyright 2018. All rights reserved. Proprietary.
5.5
7.3
8.3
8.8
9.1
9.6
10.8
12.2
13.3
15
Implement account-based marketing
Revise the marketing planning process
Brand investment and differentiation
Add or revise routes to market
Measure marketing's contribution to key business objectives
Shift from product-centric to audience-centric
Enhance partner/channel marketing capabilities
Adapt to changing economic conditions
Address changing buying behaviors
Enhance customer experience
Priorities Influencing Marketing Strategy: 2017
Source: SiriusDecisions 2017 Global CMO Study, n=108
Which of the following priorities have the most influence on your marketing
strategy over the next two years?
Question
23
(relative weighting scores)
#AprimoAdvantage

10. Content
Resource Capacity
Customer experience
driven marketing
ChannelComplexity
Traditional
Marketing
The Marketing Operations and Experience Gap
Customer
touchpoints
Marketing
Operational
Gap
Experience
Gap

11. Content
Resource Capacity
Customer experience
driven marketing
ChannelComplexity
Traditional
Marketing
The Marketing Operations and Experience Gap
Customer
touchpoints
Marketing
Operational
Gap
Experience
Gap
Data
Budget
Content
People

12. Content
Resource Capacity
ChannelComplexity
The Marketing Operations and Experience Gap
Customer
touchpoints
Data
Budget
Content
People

13. 13 © Copyright 2018. All rights reserved. Proprietary.
#AprimoAdvantage
Is your organization
designed to deliver
great customer
experiences?

14. 14 © Copyright 2018. All rights reserved. Proprietary.
How to create a customer-
centric digital brand reputation
It starts with organizing
‘inside-out’
#AprimoAdvantage

15. 15 © Copyright 2018. All rights reserved. Proprietary.
Traditional Model
Products &
Channels
Customers
Organizational-Centric
Customers get what you sell them
ProductA
Channel1
Channel2
ProductB
ProductC
#AprimoAdvantage

16. 16 © Copyright 2017. All rights reserved. Proprietary.16 © Copyright 2018. All rights reserved. Proprietary.
ANALYTICS
INTERNAL
AGENCY
Cost
Speed
Engagement
Conversion
Medium
Process
Mix Optimization
Experience is sub-optimal for everyone
DISPERSED MESSAGE
& TIMING
INTERACTION
TOUCH POINTS
DRIVERS
& INFLUENCERS
CUSTOMER
Social
Mail
Union
Web
Mobile
Onsite
Email
Contact Center
Branch Manager
Location
Anonymous
MARKETER
#AprimoAdvantage

17. 17 © Copyright 2017. All rights reserved. Proprietary.17 © Copyright 2018. All rights reserved. Proprietary.
Greatest Challenge: Product to Audience-Centric
3.3%
14.1%
18.5%
18.5%
18.5%
27.2%
Insufficient skills
Revising planning process
Siloed or other insufficient processes
Internal agreement
Understanding the buyers (e.g. personas, needs, buying
process)
Developing content that is audience- and needs-oriented vs.
product-oriented
Greatest Challenge: Product to Audience-Centric
Source: SiriusDecisions 2016 CMO Study
Developing content that is audience and
needs-oriented vs product oriented
Understanding the buyers
(e.g. personas needs, buying process)
Internal agreement
Siloed or other insufficient processes
Revising planning process
Insufficient skills
#AprimoAdvantage

18. 18 © Copyright 2017. All rights reserved. Proprietary.18 © Copyright 2018. All rights reserved. Proprietary.
Personas
Approver Functional Need: Solution is cost effective
Business Process Owner Functional Need: Solution solves business process problem
Infrastructure Owner Functional Need: Solution is secure, efficient
Organizational Need: resolve a problem or address an opportunity
Base Marketing Campaigns on Buyer Needs
B-to-b buyers don’t buy things for the heck of it; they buy what helps solve well-understood, critical business problems.
#AprimoAdvantage

19. 19 © Copyright 2018. All rights reserved. Proprietary.
Roll-Up Programs and Tactics that Focus on the Buyer
The days of the “white paper campaign” must cease to exist.
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
• Press release
• Blog
• Infographic
• White paper
• PPT
• Video
• Battlecard
• Playbook
• ROI tool
CONTENT
The knowledge building of
external targets and internal
audiences
Market
Intelligence
Reputation
Demand
Creation
Sales
Enablement
THE PROGRAM
FAMILIES
• Focus group
• SWOT analysis
• Internal survey
• Briefing
• Blog publication
• Social posting
• Email
• Webcast
• Event
• Training
• Engagement
DELIVERY
#AprimoAdvantage

20. 20 © Copyright 2018. All rights reserved. Proprietary.
Interlock Over the Campaign Life
Campaigns bring together product, marketing and sales functions.
Execution
Comms
CampaignRetirement
Planning
Corporate
Sales
Business
Units
Finance
PersonaNeedsAssessment
DefineCampaignThemes
SalesandChannel
Launch
Quarterly Reviews
Demand
Center
Portfolio
Marketing
Field
Marketing
#AprimoAdvantage

21. 21 © Copyright 2018. All rights reserved. Proprietary.
The New Customer-Centric Model
Products &
Channels
Customers
Traditional Model: Organizational-Centric
Customers get what you sell them
ProductA
Channel1
Channel2
ProductB
ProductC
Integration around the customer
Customers
Channels
Products
New Customer-Centric Model
Product A
Product B
Product C
Product D
Channel 1
Channel 2
Channel 3
Channel 4
#AprimoAdvantage

22. 22 © Copyright 2018. All rights reserved. Proprietary.
Experience-aligned Tech Stack
Attract
Online Advertising
and SEO
Social Media
PR
Predictive Analytics
Engage
Website, Blog & Chat
Content & Landing
Pages
Video
A/B Testing, UX
Convert
Marketing
Automation
CRM
Data Enrichment
Chat Bots
Transact
Sales Enablement
Webinar
Proposal
CPQ
Customer Success
Customer Support
Customer Advocacy
Online Community
Knowledge Base
#AprimoAdvantage
(MRM) Marketing Resource Management

23. 23 © Copyright 2018. All rights reserved. Proprietary.
#AprimoAdvantage
What is the role of
Marketing Operations?

24. 24 © Copyright 2018. All rights reserved. Proprietary.
Characteristics of Successful Organisations
SiriusDecision Perspective: B-to-b organizations that do this well draw clear lines of responsibility
between regional and global teams while maximizing interlock efforts.
Strategic
Focus
Not just execution
Formalised
Interlock
Well-defined
interaction model
Bi-directional
Communications
Functions depend on
each other
Reasonable
Labor Division
Some things can only
be effective from afar
#AprimoAdvantage

25. 25 © Copyright 2017. All rights reserved. Proprietary.25 © Copyright 2018. All rights reserved. Proprietary.
Marketing Ecosystem
Mapping workflow and functions informs organizational decisions
Audience
Framework and
Personas
Messaging and
Value Proposition
Product, Solution
and Industry
Intelligence
Portfolio Marketing
Themes
Marketing Mix
Global Planning
Global Campaigns Global Demand Center
Planned Programs
BestPractice
PMO
Rapid Response
Perpetual Leverage
MAP
Web Sites
Lead Scoring
Corporate Brand
Content Operations
Influencer Relations
Communications
Social Operations
Marketing
Strategy
CMO
Product
Strategy
Business/
Sales
Strategy
Field Marketing
Localize
Sales Enablement
Pipeline Accel
Localize
Sales Enablement
Pipeline Accel
Localize
Sales Enablement
Pipeline Accel
AmericasEMEAAsia
ABMABMABM
Customer Marketing
Engagement
Retention
Advocacy
Global Account-Based
Marketing Center
Large
Account
Named/Industry
Account
Marketing Operations
Accountability
Planning
Infrastructure
Data
#AprimoAdvantage

26. 26 © Copyright 2018. All rights reserved. Proprietary.
Accountability Planning Infrastructure Data Ops Design
Marketing Operations
Cross-Functional Interlocks
Conceives marketing’s strategy,
ensures planning tightly linked
with corporate goals, evaluates
metrics to understand
marketing’s performance and
contribution, drives marketing
productivity.
CMO
Builds the go-to-market strategy,
delivers buyer audiences to
inform campaigns and content
and crafts messages for
personas.
Portfolio Marketing
Designs, builds and executes
demand creation programs,
builds demand management
processes, assesses
measurements and data to
improve campaign
performance.
Demand Center
Localizes global campaigns from
demand center, executes global
and regional campaigns across
region, provides account-based
marketing and channel
marketing support.
Field Marketing
Establishes sales processes
supported by technologies to
drive revenue, develops sales
intelligence measurements.
Sales Operations
Develops corporate technology
roadmap, works with procurement
to establish technology purchasing
standards, policies and vendor
management, provides
implementation and system
integration.
Information Technology
Provides financial guidance to
planning process, creates
systems and tools standards for
auditing and reconciliation of
funds.
Finance
Assists marketing operations with
talent recruitment, provides
guidance for competency
assessments and placement.
Human Resources
#AprimoAdvantage

27. 27 © Copyright 2018. All rights reserved. Proprietary.
Marketing Operations Competency Map
Accountability Planning Infrastructure Data
Basic K: Reporting
S: Metrics, data sources
P: Reporting cadence
T: Excel, Web, MAP, SFA
K: Plan creation, budget
tracking
S: Goal execution, budget
mgmt.
P: Planning, budget, PO
T: Word, Excel, PowerPoint
K: Demand Waterfall, system
usage
S: Interview, observation,
P: Task mgmt., system policies
T: PowerPoint, Excel, MAP, MRM,
K: Administration, acquisition
S: Standardization, import/export,
de-dupe
P: List pulls, data flow, data policy
T: Excel, MAP, SFA
Intermediate K: Campaign measurement
S: Analysis, project mgmt.,
communications
P: Measurement roadmap
T: MAP, SFA, BI
K: Campaign Framework,
budget allocation
S: Template creation,
calendaring, accruals
P: Campaign pilots,
procurement
T: Project mgmt., reporting,
MRM, procurement
K: Campaign implementation,
system management
S: Prioritization, process
improvement, requirements
gathering, business case, user
training
P: Project mgmt., vendor selection
T: Visio, project mgmt.
K: Data mgmt.
S: Stewardship, quality, audit
P: Opt-in/unsubscribe, preference,
project mgmt.
T: MAP, SFA
Advanced K: Analytics
S: Requirements gathering,
partnership, change mgmt.
P: Objective setting, road-
mapping
T: Business Intelligence
K: Strategy, investment
allocation
S: Strategy development,
change mgmt., portfolio
mgmt.
P: Campaign planning
T: MRM, reporting
K: Process optimization, road-
mapping
S: Risk assessment, change mgmt.,
gap analysis
P: Project mgmt., planning
T: BPM simulation, reporting
K: Strategy
S: Acquisition planning, prioritization,
modeling
P: Cross-functional alignment,
governance
T: Data warehouse, enterprise
architecture
K = Knowledge S = Skills P = Process T = ToolsBOLD: Skills supporting customer focus
#AprimoAdvantage

28. 28 © Copyright 2018. All rights reserved. Proprietary.
Range of Execution Options
Consolidated
Selected
Ownership
Comprehensive
Federated
Organic Operations Distributed
Operations
Mission-focused
Operations
Central Global
Operations
Scope
CX
Centralized control. Little
business unit autonomy.
Decentralized
CX
CX
Balanced Centralization
Decentralized guidance
is small: Business unit
prioritize departmental
goals rather
organizational resulting in
minimal adoption
Central team coordinates
creation of common CRM
practice materials using input
of larger business unit
ecosystem to leverage
efficiency.
#AprimoAdvantage

29. 29 © Copyright 2018. All rights reserved. Proprietary.
How do you
start to disrupt?
#AprimoAdvantage

30. 30 © Copyright 2018. All rights reserved. Proprietary.
• 38 different email providers
• Numerous data marts
• 28 sales force & CRM systems
• 5 real-time decision engines
• Multiple analytics & BI
Current Martech Ecosystem
“16 communications go to a single customer… but not one is a welcome email.”
“Numerous preference centers – not centralized.”
Company Info
• Global Heath Services organization
• ~$30 billion in revenue
• 40K employees
• 2 million+ customers
• 155 million+ claims annually
• Sales in ~30 countries
Situation Analysis
#AprimoAdvantage

31. 31 © Copyright 2018. All rights reserved. Proprietary.
Sphere of Influence methodology: Key activities
Define the COE
Community
Define the Influence
Measures of
Influence
Defined CX
COE-Actionable
Opportunities
and Identify
Recommended
Governance
Model
• Score the Influence
• Define the Objectives per Sphere
• Identify Gap in Actual
vs. Needed Influence
• Define Constituents
• Identify Strengths/Weaknesses
• Identify Missing Relationships
• Identify Teams (Spheres)
• Think Big (Primary/Secondary)
• Identify Key Players
+/- People
#AprimoAdvantage

32. Sphere of Influence graph: Before state
Bubble Size = CX Ownership & Responsibility
StrategicImportance
Influence
Relationship Investment Primary Influence
CX Readiness Maintain
Marketing
CHE
Service
Operations
IFP
IT & Data
Pharmacy (Rx)
Legal & Compliance
Proactive
Health Program
E-Campaign
CX/COE
Marketing Communications
Group / Voluntary
International Marketing
Provider Networks
IT Program Management
Enterprise
Architecture
WebIT
Informatics /
Data CIMA
0
1
2
3
4
5
6
0 1 2 3 4 5 6
#AprimoAdvantage

33. Sphere of Influence graph: After state
Bubble Size = CX Ownership & Responsibility
StrategicImportance
Influence
Relationship Investment Primary Influence
CX Readiness Maintain
Marketing
CHE
Service Operations
IFP
IT & Data
Pharmacy (Rx)
Legal &
Compliance
Proactive
Health Program
E-Campaign
CX COE
Marketing Communications
Group / Voluntary
International Marketing
IT program management
Enterprise Architecture
WebIT
Informatics /
Data
CIMA
Provider Networks
0
1
2
3
4
5
6
0 1 2 3 4 5 6
#AprimoAdvantage

34. 34 © Copyright 2018. All rights reserved. Proprietary.
CX COE Governance & Org Structure
Enterprise CX COE Governance Oversight Committee
Provides executive support & governance to project teams
COE Core Team
COE Extended Team
Project Teams
• Intake from project teams
• Standardizing the delivery process
• Improve best practices & methodology
• Project & program governance
• Project influences
• Application experience & knowledge in individual domains
• Supports CX projects & decisions
• Manage & drive the project
• Day to day deliverables
Enterprise CX Executive Committee
Provides executive support and governance to project teams
#AprimoAdvantage

35. 35 © Copyright 2018. All rights reserved. Proprietary.
Be Brave Go Distrupt

36. © Copyright 2018. All rights reserved. Proprietary.
Q&A
#AprimoAdvantage

37. 37 © Copyright 2018. All rights reserved. Proprietary.
Next Webinars - https://www.aprimo.com/advantage-webinar-series/

38. 38 © Copyright 2018. All rights reserved. Proprietary.
Next Webinars - https://www.aprimo.com/advantage-webinar-series/

39. © Copyright 2018. All rights reserved. Proprietary.
Thank you
Visit resources.aprimo.com for more information on the
marketing operations gap!
Jeff Clark
Research Director, SiriusDecisions
jeff.clark@siriusdecisions.com
@jjclark978
Ed Breault
VP of Marketing, Aprimo
edmund.breault@aprimo.com
@edbreault
#AprimoAdvantage