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Marketing operations
best practices

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74% buyers
complete 60% of
the buying journey
before contacting a
rep.
(source:Forrester)

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Unprecedented change in buying
Source: Marketo

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Marketing has more influence
on the buying journey
Marketing has control
over the buying funnel
Marketing hasmoreinfluence thanever

4
Complex customer journey

5
Tomakemarketing‘happen’,whorunsthemachinery?

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The rise of the marketing
operations function.

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Marketingoperationsisresponsibleforthecaptureanddissemination
ofmarketinginformationtotheenterprise,beitperformancemetrics,
dataorstrategy/planningandinitiatives andbudgets,aswellasthe
systemsandprocessesthathelpgeneratethisinformationina
systematic,predictablefashion.Itdrivesbothvisibilityinto–and
productivityfor–themarketingorganization,whichinturnbenefitsthe
functionsthatworkwithmarketingonaregularbasis.
SiriusDecisions

8
Scope of marketing operations
• Ensure customer experience is
optimized
• Generate high quality demand
• Measure what matters to the
business and deliver insights to
improve marketing.
• Manage data
• Ensure marketing is meeting
the expectations of the
business
• Ensure environment is secure
and protected from all threats
• Approach to run programs and
drive internal alignment to meet
business objectives
• Ensure the right people are
working on the right tasks
• Enable marketing teams to
manage and execute digital
programs with a self-service
approach

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Planning + Technology + Process + Analytics
Scope of marketing operations

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Leadsto..

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 Deliver scale to marketing
 Processes that run marketing
 Measure results
 Accountability and outcomes
Benefits

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Marketing operations teams
are struggling

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1. Lack of organization
alignment

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2. Outcomes aren’t
clear

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3.
Lack of insight…
flying blind

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Flying blind due to lack
of insights
4. Overwhelmed

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5. Lack of skills

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theresult…

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94% of customers have
discontinued communication
with a company because of
irrelevant messages (source: Blue
Research)

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MARKETING

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21
7 best practices
1. Organization alignment
2. Run digital infrastructure at
scale
3. Enable organization with
Insights
4. Governance to enable
marketing
5. Generate demand at scale
6. Create a roadmap
7. Test & fail, and continuous
improvement

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Organization alignment
Goal setting aligned with business
objectives leads to accountability
Running
marketing
systems
Business
objective

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Organization alignment
Goal setting aligned with business
objectives leads to accountability
And much more…
Executive buy in
Authority with accountability
The right incentives

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Organization alignment
Clarity of scope.
One size does not fill all.
What’s in and what’s not?
Run campaigns
Run digital infrastructure
Governance
Analytics and insights

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Run digital infrastructure at scale
Cloud Data
management
Monitoring

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Generate demand at scale
Set up the demand generation
infrastructure
Processes, analytics and
resources

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Generate demand
Set up a Demand Center
- Allows you to respond to
digital and marketing mix
diversification
- MAP is becoming core to B2B
marketing
- Content volume is growing
rapidly
Source:
Globaldemandcentercom

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Content Governance plan
Security framework
Digital Experience guidelines
Target operating structure
Governance

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Enable Self Service
Self service is the key to scale
Focus on simplicity
Governance is your friend in self
service
Marketing technology
particularly campaign
management and CMS should be
easy to use

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Marketing roadmap should executive the marketing
strategy and marketing plan.
Create a roadmap towards your maturity
Model

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Create a roadmap towards your maturity
Model

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Continuous improvement
Training
Test and fail
Introduce improvement
processes

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Bringing in together

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