American Marketing Assn. webinar sponsored by Aquent. Marketing Operations overview and Enterprise Marketing Management strategies presentation.

1. © 2007 MarketSphere Consulting LLC
Do More with Less: Put Marketing Operations to Work in your Department
AMA Webcast Sponsored by Aquent – January 24, 2008

2. About MarketSphere
The MarketSphere Enterprise Marketing
Management (EMM) Practice addresses
the needs of the Chief Marketing Officer
(CMO) and the marketing organization.
Our unique transformational approach
combines process and organizational
change with adoption of new marketing
automation technologies that drive
customer, financial and operational
insights, more effective marketing
programs and a higher return on
Marketing Investment (ROMI).
MarketSphere services include vision and
roadmap development together with
software selection, marketing process
improvement, software implementation
and product training for the Aprimo® and
Unica® EMM product suites.
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 2

3. Today’s Webcast Agenda
Doing More with Less:
Put Marketing Operations to Work in Your Department
• Challenges for marketing in 2008
• A Blueprint for Marketing Operations
• From the experts – our guest speakers
– Eric Siano
– Melanie Harrison
• Taking the Next Steps
• Reference information
• Q & A from the audience
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 3

4. Welcome!
Mayer G. Becker
• 25-year career in marketing
• Director of Marketing – American Bar
Association
• Director US Marketing
Communications, Computer
Associates Inc.
• Director, Corporate Marketing -
Tribune Company (In-house CRM &
agency)
• VP Marketing – Telenisus Corp.
• Director of Marketing
Communications (Global), United
Airlines Inc.
• Chicago AMA Chapter Member National Practice Director
Enterprise Marketing Management
MarketSphere Consulting LLC
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 4

5. A vignette from the past
Mutli-national software company with 375 products/16 product lines
• Problem: Marketing materials needed to support field sales activities were almost
never on-time, direct mail was dropping late, there was “chaos” and not order in the
MarCom area as priorities changed hourly. Late fees were the routine and staff was
stressed.
• Challenge: Establish a process that ensured all marketing materials are created and
distributed on time to meet marketing objectives.
• Solution
– Established standards and key milestones for each type of activity
– Established a quarterly planning process – forward looking 4 quarters (2/2)
– Built a home-grown Marketing Ops application that organized projects and
provided reports and status to all marketing stakeholders (published weekly on
Monday)
– Enlisted EVP Marketing to support change
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department

6. Problem-solving results
Result: 90-day changeover to a full plan, delivery of 89% of all projects on time
within 12-months (versus 50%), reduced rush charges $900K, earned new
revenue of $10MM from direct mail.
Help
Improve Apply
People
Process Technology
Change
4 Qtr Planning Management tool Weekly Report &
Horizon to track projects Red Flag Status
Integrated Reports based on EVP Support
Calendar Milestones
Deliver as
Standards Promised
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department

7. Framing the challenge for marketing
Internal issues External issues
• CEO urges marketing to lead • Consumers have more choice
innovation and growth • Faster time-to-market
• CFO wants visibility into marketing • 24x7 markets
performance; asks for more
• Traditional competitors have become
accountability; Sarbanes-Oxley
more effective marketers
• Disconnect between the
• New competitors from internet sites
languages of finance and
• Manage and integrate proliferating
marketing
communication channels
• New Chief Marketing Officer
• Agencies as project resources versus
(CMO), CFO or CEO
long-term AOR
• Flat or reduced budgets and
• Agency staff turnover
headcount in marketing (and
• Short-term, quarterly financial
elsewhere)
reporting for public companies
• Staff turnover
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 7

8. 4 Traditional Roles of Marketing
Product &
Brand
Innovation
Voice of the
Revenue
Customer
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 8

9. What is missing?
Product &
Brand
Innovation
Planning/Budget & Finance/Marketing Communications
Content Supply Chain/Agencies/Freelancers
Technology/Purchasing/Human Resources
Voice of the
Revenue
Customer
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 9

10. The 5th Role of Marketing
Product &
Brand
Innovation
Marketing
Operations
Voice of the
Revenue
Customer
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 10

11. Marketing as “Operations”
• Operations is often overlooked as an integral part of marketing
• Marketers are skilled brand builders, product developers and managers,
and campaign managers, but not necessarily “supply chain” or operations
experts
• Traditional marketers are not professionally trained in project management
– Marketing Communications, Marketing Services or agencies often
serve as the de-facto project manager
– Calendars and projects are not integrated into a single, comprehensive
and holistic view of marketing activities
• Software applications specific to marketing management have been
available for only a few years
– Status is correct until one minute after you ask for it.
– “Why would I need automation. I have it all in my head!”
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 11

12. Marketing Operations Partners Study
Measure Marketing ROI &
73%
Demonstrate Value
Balance of Marketing
60%
Strategy & Tactics
Common Goals for Marketing
57%
Success Tied to Other Groups
Justify Marketing’s Role &
49%
Contribution to C-Level Executives
Marketing Processes Enable
42%
Internal Efficiencies & Effectiveness
Collaboration & Synergy
26%
Supported By Corporate Environment
Coordination of Shared
22%
Processes Across Functions
Continuity to Maintain Institutional © 2007 Marketing Operations Partners
12% All Rights Reserved
Knowledge & Expertise
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department

13. Today’s Webcast Agenda
Doing More with Less:
Put Marketing Operations to Work in Your Department
• Challenges for marketing in 2008
• A Blueprint for Marketing Operations
• From the experts – our guest speakers
– Eric Siano
– Melanie Harrison
• Taking the Next Steps
• Reference information
• Q & A from the audience
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 13

14. The Marketing Operations Function
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 14

15. What should Marketing Operations do?
• Establish, manage and report on the linkage of objectives with results
Corporate Objectives
Marketing Objectives
Marketing Budget
Programs & Activities
Results
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 15

16. What should Marketing Operations do?
• Establish, manage and report on the linkage of objectives with results
Corporate Objectives
Marketing Objectives
Marketing Budget
Programs & Activities
Results
• Run the marketing “business” (Project Management Office)
• Manage and optimize resources (Marketing Governance)
• Make it easy for everyone else to get their jobs done!
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 16

17. The Marketing Operations Function
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 17

18. Marketing Operations
Marketing
Marketing Planning/Project Management Office Planning/PMO
• Create and monitor the annual Marketing Plan
• Create and monitor the integrated Marketing Calendar
• Work with Brand, Product/Innovation, Voice of the Customer and Life Cycle
Marketing to translate corporate goals into action plans
• Hold quarterly reviews in conjunction with the CMO
• Monitor and publish reports and dashboards that combine customer,
operational and financial metrics and Key Performance Indicators
• Key Technologies: Marketing Resources Management (MRM), Marketing
Performance Management (MPM)
• Measurement: On-time and on-budget performance of action plans in
conjunction with assigned managers
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 18

19. Marketing Operations
Budget &
Budget and Finance Finance
• Manage and control the marketing budget
• Monitor and report financial and operational metrics
• Translate “finance speak” into “marketing speak”
• Assist Marketing Planning with mapping of corporate objectives to budgets,
and results
• Recommend to CMO the optimal allocation of marketing dollars
• Provide Sarbanes-Oxley oversight
• Measurement: performance against plan(s), increased Y-O-Y ROMI
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 19

20. Marketing Operations
Shared
Shared Services Services
• Manage marketing services
– Graphic arts and writing
– Web and email operations
– Marketing research & analytics
– Traffic and production management
• Manages day-to-day relationship with Agencies of Record
• Manage or coordinate with other marketing-related functions like Customer
Service, Call Centers, or Fulfillment Centers
• Maintain labor standards and hire the optimal mix of staff, freelance and
agency resources
• Maintain service level standards and enforce brand consistency
• Measurement: reduce cost of marketing while improving service delivery to
other marketing units
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 20

21. Marketing Operations
Supply Chain/
Supply Chain and Purchasing Purchasing
• Liaison to Corporate Purchasing
• Vendor negotiation for agencies and suppliers
• Optimize marketing spend
– Consolidation of vendors
– Periodic review of vendor agreements
• Measurement: Year-over-year reduction in marketing expense budget
through prudent management of suppliers
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 21

22. Marketing Operations
Technology
Technology Support Support
• Liaison to Information Technology (IT) organization
• Liaison to software and technology vendors
• System administrators (“power users”) for Marketing Resources
Management (MRM) software and all other marketing automation software
(i.e. Brand/digital asset management, digital fulfillment, campaign
management, analytics and business intelligence tools)
• Manage a marketing software users group
• Develop and implement a long-range Enterprise Marketing Management
strategy and roadmap
• Measurement: Achievement of service levels and degree of user
satisfaction
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 22

23. Marketing Operations
Human
Human Resources Resources
• Liaison with Human Resources organization
• Create overall plan for marketing talent based on projected long-term need
• Recruit talent and perform on-boarding
• Assist Shared Services in development of labor standards and skills model
• Develop and implement staff development and training programs
• Measurement: staff retention level, quality of recruiting pipeline
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 23

24. Marketing operations staff
A new and exciting area for professional development
• Recruit from within the marketing department
• Recruit from other parts of the company (i.e. IT or engineering)
• Recruit from agencies
• Fund training for:
– Professional Project Management certification training
– Six Sigma for Marketing
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department

25. Expected outcomes
Help
Vision & Improve Apply
People
Roadmap Process Technology
Change
• Correct linkage between company strategy and marketing tactics
• Better Insight into marketing’s return on investment and performance
across product lines, markets and time periods
• Forward visibility into an integrated marketing calendar, knowing what is
important, and what is not
• “New money” from reduced cost of re-work and consolidation of vendors
• Higher work-place satisfaction and growth opportunities for staff
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department

26. Today’s Webcast Agenda
Doing More with Less:
Put Marketing Operations to Work in Your Department
• Challenges for marketing in 2008
• A Blueprint for Marketing Operations
• From the experts – our guest speakers
– Eric Siano
– Melanie Harrison
• Taking the Next Steps
• Reference information
• Q & A from the audience
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 26

27. Guest Speaker
Eric Siano
• 20-year career in marketing
• International Sales Operations,
Ross Operating Valve Company
• International Strategic Planning &
Business Development, GMAC
• Marketing & Advertising, GMAC
• Marketing Operations &
Development, General Motors
• Digital Marketing, General Motors
National Practice Director
Enterprise Marketing Management
MarketSphere Consulting LLC
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 27

28. Coping with a New Reality
• Marketing Operations helps companies to:
– Ensure that success can be measured and replicated
– Leverage systems and processes to enable consistent performance
– Run marketing department like a business unit
• But you will encounter internal barriers..
– Communication
– Strategic positioning
– Metrics
– Change in status quo
– Adoption
– Budget Impact
– Change in marketing mix
– Change in vendor relationships
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 28

29. Guest Speaker
Melanie Harrison
• 16-year career leading business
transformation initiatives, including:
– Multi-year marketing project to
achieve multi-million dollar
program benefits through the
implementation of a leading
Marketing Resource
Management platform
– Post merger integration of
disparate business and
consumer marketing execution
processes
• Director - Marketing Effectiveness,
Sprint Nextel
Business Development Director
Enterprise Marketing Management
MarketSphere Consulting LLC
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 29

30. Transitioning to the New Reality
Ensuring your organization understands and accepts the new operating model,
establishes a foundation for continuous improvement.
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 30

31. What are the analysts saying?
• Aberdeen
“Aberdeen research reveals a combination of marketing automation technology and
organizational practices are necessary to help address issues with marketing
performance and measurement.”
• Forrester Research
“Firms that set out to build an integrated marketing technology infrastructure but are
not ready to take advantage of it organizationally and through their process run the
risk of wasting significant money, time and resources.
• Gartner Group
”Marketing strategy and processes will need to change radically during the next five
to 10 year to support the (CFO’s) imperative to manage costs and the (CEO’s)
imperative to drive revenue.”
• Marketing Operations Partners
“The companies identified as Marketing Operations Best Practice Firms have a
formal MO function with broad scope and strategic emphasis.” (2007 Marketing Ops
Study)
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 31

32. Today’s Webcast Agenda
Doing More with Less:
Put Marketing Operations to Work in Your Department
• Challenges for marketing in 2008
• A Blueprint for Marketing Operations
• From the experts – our guest speakers
– Eric Siano
– Melanie Harrison
• Taking the Next Steps
• Reference information
• Q & A from the audience
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 32

33. Suggestions
• Educate yourself and your peers
– Learn about available Marketing Resources Management and other
EMM software applications
• Aprimo
• Unica
• Find a corporate objective that would benefit directly from a more
operationally effective marketing department
• Engage an executive sponsor
• Partner early with IT and Finance
• Design a roadmap detailing the steps to be taken
• Include programs for change management
• Have patience, a lot of patience
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 33

34. Today’s Webcast Agenda
Doing More with Less:
Put Marketing Operations to Work in Your Department
• Challenges for marketing in 2008
• A Blueprint for Marketing Operations
• From the experts – our guest speakers
– Eric Siano
– Melanie Harrison
• Taking the Next 5 Steps
• Q & A from the audience
• Reference information
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 34

35. Resources
For more information, contact:
• Aquent www.aquent.com
• MarketSphere emm.marketsphere.com
• Destination CRM (Marketing Automation) www.destinationcrm.com
• Henry Stewart Conference on Marketing Operations
www.damusers.com
• Ian Michaels / Aberdeen Group www.aberdeen.com
• Suresh Vittal / Forrester Research www.forrester.com
• Kim Collins, PhD. / Gartner Group www.gartner.com
• Gary Katz / Marketing Operations Partners www.mopartners.com
• Pat LaPointe / MarketingNPV www.marketingnpv.com
• Aprimo Inc. www.aprimo.com
• Unica Corp. www.unica.com
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 35

36. Today’s Webcast Agenda
Doing More with Less:
Put Marketing Operations to Work in Your Department
• Challenges for marketing in 2008
• A Blueprint for Marketing Operations
• From the experts – our guest speakers
– Eric Siano
– Melanie Harrison
• Taking the Next 5 Steps
• Reference information
• Q & A from the audience
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 36

37. Q&A
We invite your questions!
Please use the WebEx CHAT facility to submit your questions.
If we are not able to reply to your question in the time available,
we will reply to you individually by email.
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 37

38. Wrap Up
Thanks for
attending today’s
webcast!
AMA Webcast Sponsored by Aquent: Doing More With Less: Put Marketing Operations to Work in your Department
January 24, 2008 © 2007 MarketSphere Consulting LLC 38