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    The document discusses marketing operations and the role of marketing resource management (MRM). It outlines the challenges facing marketers today, including increased complexity, customer confusion, and changing expectations. MRM can help address these challenges by bringing together processes, people and technology to improve marketing effectiveness and accountability. The document then describes a six step approach to successful MRM initiatives, including strategic assessment, foundational elements, project definition, organizational alignment, process optimization, and technology evaluation.

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    Marketing Operations

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    The document discusses marketing operations and the role of marketing resource management (MRM). It outlines the challenges facing marketers today, including increased complexity, customer confusion, and changing expectations. MRM can help address these challenges by bringing together processes, people and technology to improve marketing effectiveness and accountability. The document then describes a six step approach to successful MRM initiatives, including strategic assessment, foundational elements, project definition, organizational alignment, process optimization, and technology evaluation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    32 views28 pages

    Marketing Operations: Beth Weesner Marketing Transformation Services

    Uploaded by

    Batsaikhan
    The document discusses marketing operations and the role of marketing resource management (MRM). It outlines the challenges facing marketers today, including increased complexity, customer confusion, and changing expectations. MRM can help address these challenges by bringing together processes, people and technology to improve marketing effectiveness and accountability. The document then describes a six step approach to successful MRM initiatives, including strategic assessment, foundational elements, project definition, organizational alignment, process optimization, and technology evaluation.

    Copyright:

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    Download as PDF, TXT or read online from Scribd
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    of 28

    Marketing Operations 

    Beth Weesner 
    Marketing Transformation Services 
    MOM Symposium 
    November, 2007
    Agenda 

    •  MRM and Its Role in Marketing Today 
    • It’s a Customer’s World 
    • Marketing Today 
    • The Broad Picture 
    • Where Does MRM Fit In? 
    Click to edit Master subtitle style 
    • Stakeholder Agendas 
    • Scope and Prioritization 
    • The Road to Operational Excellence 
    • The Six Steps to a Successful Initiative 
    •  What to Expect Along the Way 

    MTS Confidential
    About MTS 

    • Headquartered in San Francisco, CA 
    • Founded in 2003 
    • MRM subject matter experts with over 20 years combined experience 
    • Experienced at guiding over 40 MRM initiatives 

    Clients  Vendor Experience 
    Click to edit Master subtitle style 

    MTS Confidential
    MRM and Its Role in Marketing Today
    Marketing’s Complexity Puts CMO Credibility at Stake 

    •  Must show demonstrable business results 
    •  Discretionary budgets will be cut if not 
    defended 
    •  Gaps between departments widen as 
    expertise is required for new channels 
    •  Time­to­market separates winners and 
    Click to edit Master subtitle style 
    losers 
    •  Process methodologies must be applied 
    •  Need more accountability and visibility 
    •  Balance is emphasized in the investments 
    of Marketing mix 
    •  Automation within Marketing becomes 
    critical 

    MTS Confidential
    The Broad Picture  Where Does 
    MRM Fit In?
    How Does it Fit In? 

    Click to edit Master subtitle style 

    MTS Confidential
    Stakeholder Agendas
    Why is This Important? 

    • The Market 
    • Increased complexity 
    • Increased customer confusion 
    • Constantly changing expectations 

    Click to edit Master subtitle style 

    Expectations 
    Complexity 

    MTS Confidential
    Confusion 
    What is MRM? 

    Click to edit Master subtitle style 

    MTS Confidential
    Stakeholder Agendas

    Click to edit Master subtitle style 
    Marketing Complexity

    Click to edit Master subtitle style 
    The Road to Operational Excellence 
    The Six Steps to a Successful Initiative
    The Road to Operational Excellence

    Click to edit Master subtitle style 
    Strategic Assessment

    Click to edit Master subtitle style 
    Strategic Assessment 

    • Identify the Business Drivers 
    • Conduct an Executive 
    Stakeholder Analysis 

    • Create a Unification Strategy 
    Click to edit Master subtitle style 
    • Develop the Initial Business Case 
    • Define the Governance Model 
    • Deliver the Initial Roadmap 
    (2 – 4 Years) 

    MTS Confidential
    Foundational Elements

    Click to edit Master subtitle style 
    Foundational Elements 

    • Change Management 
    • Communication Plan 
    • Common Language 
    • Common Metrics 
    Click to edit Master subtitle style 

    MTS Confidential
    Project Definition

    Click to edit Master subtitle style 
    Project Definition 

    • Develop Core Team 
    • Execute Discovery 
    • Re­assess Initial Roadmap 
    • Develop Phased Scope and Plan 
    Click to edit Master subtitle style 
    • Define Phases Success Metrics 

    MTS Confidential
    Organizational Alignment

    Click to edit Master subtitle style 
    Organizational Alignment 

    • Evaluate Roles and Responsibilities 
    • Skill Gap Analyses 
    • Organizational Recommendation 

    Click to edit Master subtitle style 

    MTS Confidential
    Process Optimization

    Click to edit Master subtitle style 
    Process Optimization 

    • Assess Current Processes 
    • Recommend Process Improvements 
    • Document and Agree to Process 

    Click to edit Master subtitle style 

    MTS Confidential
    Technology Evaluation

    Click to edit Master subtitle style 
    Technology Evaluation 

    • Determine Solution Requirements 
    • Functional Requirements 
    • Technical Requirements 
    • Vendor Evaluation  Process 
    • RFP 
    Click to edit Master subtitle style 
    • Demos 
    • Conference Room Pilots 
    • Implementation 

    MTS Confidential
    Bring it All Together – Paint Picture of Success 

    • Need to do content

    Click to edit Master subtitle style 

    MTS Confidential 
    Navigating the Alphabet Soup 

    Click to edit Master subtitle style 

    MTS Confidential

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