Mind the Gap: Making Marketing More Productive

Mind the Gap:
Making Marketing More Productive
© Copyright 2017. All rights reserved. Proprietary.
#AprimoAdvantage

2 © Copyright 2017. All rights reserved. Proprietary.
Your Presenters
Jeff Clark
Research Director, SiriusDecisions
@jjclark978
Ed Breault
VP of Marketing, Aprimo
@edbreault
#AprimoAdvantage

CMO Investments
According to the SiriusDecisions 2017 CMO study, CMO’s are expecting to increase their
investment in marketing operations functions.
#1,2,3Marketing planning,
analytics and
marketing operations
ranked as the top new
roles expected to add
40%Expect to invest in
marketing resource
management & business
intelligence technology in
next 2 years.
2XYoY Investment in MO
programs and people
since 2006
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Executive Summary
Key Issues
• Marketing Operations sits at the crossroads of critical marketing, sales and product functions
• Marketing Operations can play a key role corporate growth initiatives that drive 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
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State of Marketing Operations
Marketing operations is a growing capability for most global CMOs, and the function’s value
and benefits are increasingly recognized.
Responsibilities formalize.
Include data and
measurement. Scope starts to
narrow and mission solidifies.
A marketer assumes ownership
of marketing technology/ a
two person team in place to
manage “special projects”.
Marketing operations
is the enabler of peak
marketing performance
across the business
Planning gets viewed
as essential component
of the charter.
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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
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Flagship
Model
Flagship
Model
Marketing Operations Priorities
Devise and manage
cross-marketing
measurement,
analytics and
reporting process
for visibility into
performance/
contribution.
Marketing Reporting
and Measurement
Aligned Measurement
Process Model
Support decisions
for marketing
technology
investment,
and guide
implementation
and ongoing
management.
Marketing
Infrastructure
Technology Alignment
Framework
Create the functional
role definition for the
marketing operations
discipline and
optimize the skills
and competencies
of the function.
Marketing
Operations
Functional Design
and Development
The Marketing
Operations Range of
Responsibilities Model
Facilitate a best-in-
class marketing
planning process that
includes aligning with
business objectives
and developing
operational budgets.
Marketing Planning
and Budgeting
Marketing Planning
Process
Design marketing’s
data strategy, and
devise the best
approaches for data
quality, unification,
access, governance
and measurement.
Data
Management
Five Pillars of Data
Management
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Optimize Key Marketing Processes
Certain processes are both critical to marketing performance and tend
to be lacking in efficiency.
Reporting &
Analytics
Personalization
Lead Scoring &
Routing
Outbound
Outreach
Content Creation
Planning & Budget
Mgmt.
What and who do
I need to know in
my target
market(s) and
accounts?
How do I use past
performance to
improve future
results?
Who do I want to
engage, where do
they want to engage,
and what will they
care about?
How do I maximize
conversion to
revenue by spending
time only on leads we
can close?
How do I make sure
leads get to the right
person fast?
How can I segment
customers and
prospects using
meaningful insights
and behavior
triggers?
How do I maximize
engagement at all
stages of buying and
post-sale?
How do I develop
content relevant to
target buyers?
How do I maximize
content engagement
and minimize waste?
What’s the most
efficient process to
create, review &
publish?
How do I ensure
functional plans with
support our business
objectives?
How do I ensure
expense tracking
aligns with
performance tracking?
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Audience Poll

Content
Resource Capacity
Customer experience
driven marketing
ChannelComplexity
Traditional
Marketing
The Marketing Operations Gap
Customer
touchpoints
The Marketing
Operational
Gap
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Content
Resource Capacity
Customer experience
driven marketing
ChannelComplexity
Traditional
Marketing
Customer
touchpoints
The Marketing
Operational
Gap
Data
Budget
Content
People
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Content
Resource Capacity
ChannelComplexity
Customer
touchpoints
Data
Budget
Content
People
Aprimo manages
Customer experience
driven marketing
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How to close the gap?
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Conduct Capability Gap Analysis: Sample
Key Operations Capabilities (Hi-Level) People Process Tech.
Marketing planning
Campaign program planning & tracking
Performance analytics reporting
Digital Asset Management
Content creation, publishing & management
Create, manage, and deliver forms to users
Optimize content management for website
Calendar/Project coordination
Content performance & process measurement …
Engage your stakeholders in discovery process to define new functional capabilities and
identify gaps in your current infrastructure.
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Conduct Performance Gap Analysis: Sample
Key Operations Capabilities (Hi-Level) Content People Data Budget
Strategic Alignment – transparency across the org
Agility – ability to get to market quickly and efficiently
Global Visibility – insights and access to initiatives & assets
Performance – analyze & optimize workflow and output
Spend management – align budget to campaigns ROI
Brand management – ability to deliver desired experience
Engage your stakeholders in discovery process to define new functional capabilities and
identify gaps in your current performance.
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Marketing Operations Technology
Marketing
Measurement &
Reporting
ACCOUNTABILITY
Marketing Planning
& Budgeting
PLANNING
Marketing
Technology & Process
Management
INFRASTRUCTURE
Marketing Data
Management
DATA
Mktg. Operations
Functional Design
& Development
OPS DESIGN
Marketing Resource Management (MRM) Suites
Business
Intelligence
Marketing
Attribution
Predictive
Analytics
Project Management
Contact Data
Management
Marketing and Salesforce Automation (MAP – SFA)
Budget Planning
& Tracking
Data Unification
MRM
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Core Marketing Resource Management Solutions
SiriusDecisions defines MRM technology by the following five areas of functionality,
which are the most relevant for b-to-b marketers:
• Planning/Budgeting: Develop a hierarchical budget allocation model that distributes budget to multiple
entities and across activities that span multiple fiscal periods.
• Project Management: Enable project team members to know who is working on what, when and where.
Project management capabilities should be integrated with the marketing calendar.
• Asset Management: Provide a secure central repository for marketing materials with version control
management, support for a wide range of file types, and information about the assets.
• Communications: Share plans with a community of constituents who need various forms of information about
budgets, activities, projects and assets. Includes collaboration and calendaring functionality.
• Performance Management: Enable marketing to determine return on investments in campaigns,
content and other dimensions of marketing activity.
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MRM Functionality (Cont.)
Budgeting/Planning:
• Commit budget to activities
• Align with Purchase Orders
• Reconcile actuals with commitments
• Reassign unspent accruals
• Integrate with finance systems
Project Management:
• Defining jobs
• Establish roles, workflow & dependencies
• Enable collaboration & review
• Identify resource gaps
• Access related files
• Integrate with marketing calendar
Asset Management:
• Support wide range of file types
• Produce variation file formats
• File metadata enables easy search
• Reports on usage history
• Able to scale to user community
• Offer external access, if necessary
Communications:
• Share plans
• Integrated marketing calendar
• Campaign, geo, function dimension views
• Report on current state of activities
• Visibility to project details and files
Performance Analytics:
• Demonstrate performance on key views
• Report marketing sourced/influenced data
• Report on marketing efficiency
• Calculate Marketing ROI
• Measure content performance
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Success with
Technology
#AprimoAdvantage

Dell implemented a hub-and spoke
architecture and used Aprimo Plan & Spend to
gain a global view into their marketing
Alignment of $1 billion
in marketing spend to global
marketing taxonomy
98%
reduction in time to
generate reports
1500
global users
integrated into
one system
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Philips initiated a digital transformation
program and activated Aprimo Digital Asset
Management to securely manage
vast amounts of content
300,000+
digital assets tracked and
easily shared with partners
15,000
global users of
content
5,000
new assets per month created
with reduced time to market
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What’s next?
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Key MRM Considerations
Consensus buying process. For broader, full-suite
implementations, ensure all stakeholders are involved
in buying decision.
Individual buying process. “Pure-play” or single
function solutions have more streamlined buying
process, as well.
Determine required capabilities. Where is there the
greatest need to improve productivity and visibility.
Determine capability interrelations. What capabilities
require integration with other MRM modules or systems
to enable.
Suites. Do you need broader set of capabilities in the
long run?
Pure-Play. Are “pure-play” capabilities all that is
required, or other systems are covering them?
SaaS. Many chose SaaS implementation for speed to
market and ease of management.
On-premise. Are there security concerns that require
on premise solution?
Marketing-wide implementation. Broader
implementations require formal process, but generate
greater benefits.
Single function implementation. “Pure-play” or single
function solutions are simpler in implementation.
Ensure that your buying team discusses these pre-implementation areas to ensure
that your making the right decision.
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Key Takeaways and Recommendations
• Marketing operations is a strategic function that is essential to
making the b-to-b marketing organization work
• The charter of marketing operations grows as an organization
grows, in terms of both size and scope
• The function optimally serves a diverse set of stakeholders and
drives impact at all levels
• Marketing operations is a key contributor to marketing efforts that
drive organizational growth
• Marketing Resource Management systems can provide the
structure and automation of key processes that will make
all of marketing more efficient
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Key Research
• The Marketing Operation Range of Responsibilities Model
• Marketing Operations' Role in Technology Management
• The Sirius Decisions Technology Alignment Framework
• Best Practices in Conducing a Process Audit
• Sirius Perspective on Technology: Marketing Resource Management (Dec. 2017)
• Strategic Budget Allocation
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Q&A
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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

Mind the Gap: Making Marketing More Productive

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Mind the Gap: Making Marketing More Productive