Archive | September, 2011

Out of Control? Read the Signs!

Having done Marketing Operations projects for over a decade, we have encountered some pretty remarkeble situations and statements. We thought it is about time we share them with you. Here are some symptoms of an out of control marketing environment illustrated by some real life quotes:

Hybrid job titles
Job rotations, inheritance after a merge, horizontal task forces and a drive to specialize roles and responsibilities to the utmost detail, job titles are becoming pretty ‘exotic’. “We can play domino with business cards around here.” Read More…

Gartner’s Supply Chain Best Practices

Surviving as a 21st-century supply chain requires operating as a demand-driven value network, according to Gartner, Inc. Orchestrating these value networks means supply chain executives must understand and adopt best practices in selecting, onboarding and managing supply chain outsourcing partners. Gartner has identified eight best practices in supply chain outsourcing:

Read More…

Via Bits ‘n’ Bytes to Bricks ‘n’ Mortar

A large percentage of consumers look for information online before visiting an offline store. Is the product I’m looking for available? When are the opening hours? Can I reach them by telephone? Paul Bruemmer from PB Communications shows how to get the most out of local searches by optimizing your digital storefront.

Consumers research online with mobile devices when they need to find local businesses or to make a purchase. An optimized digital storefront represents brick ‘n mortar businesses online, providing consumers with complete information about a local business.  Read More…

Webinar Managing Change

On Tuesday, September 20, MOCCA will host the webinar ‘Managing Change – Simple Tools for Getting from Here to There’, discussing effective change management in marketing organizations. Rapid change is a fact of life in today’s organizations. Marketing operations professionals know this, as they drive ongoing change in their quest to improve marketing efficiency and effectiveness. Unfortunately, human behavioral research has proven that people are hard-wired to resist change. Read More…

In-Your-Face Marketing

2-D? 3-D? Many marketers struggle to integrate the online with the offline marketing experience and somehow link the 2-D world to the real world. Check out this clip about a great shopping experience: an in-your-face message, leaving that lasting impression marketers are looking for. He’ll probably go back one day and buy something.

What Makes “Better” Marketing Operations?

Objectives in Operational Marketing Excellence projects are often related to the generic efficiency goals better, faster and cheaper. The concepts faster and cheaper are easy to grasp. But what makes better marketing operations? This question drove us into mythical discussions, similar to what is quality, what makes good design and -later in the evening- what is art?

Although it may sound like an easy way out, we are currently working with the concept that making things better means taking away the things that make it worse… And it’s up to you to decide what that is. In reality it has everything to do with risk management: often ignored by marketers, never ignored by investors.

Let’s take the old adage “Doing the right things and doing things right” as the basis. We define effectiveness as doing the right things and efficiency as doing things right, and look at the concept of risk in marketing operations. You could say that if we lower the probability and impact of “Doing the wrong things and doing the things wrong”, we are lowering risk, mitigating risk and managing risk, and thus creating value.

In Marketing Operations, we focus primarily on the execution and efficiency side, the second part of this quote, which implies that better Marketing Operations means lowering the risks of doing the things wrong.

Defining “doing things wrong” is arbitrary. Basically, things are done wrong when they do not conform to what is expected. As a consequence, risk management is impossible when it is not clear what is expected and which risks are acceptable and which aren’t.

Risk is a fact of business life. Taking and managing risk is part of what companies must do to create profits and shareholder value.

Kevin S. Buehler and Gunnar Pritsch

Expressing and communicating management expectations about risks and better marketing operations can be done in manuals, guidelines and procedures. These tools can be integrated and embedded in processes and supported by technology. Usage can be monitored via KPIs and dashboards.

  • Correct usage of these tools, processes and technology lowers the risks, creates value, and can be rewarded by management.
  • Incorrect usage of these tools, processes and technology increases the risks, destroys value, and should be corrected by management.

Compliancy to internal quality standards and procedures in regards to brand, financial, and legal regulations and guidelines makes better Marketing Operations. The extent to which compliancy checks are enforced will define the value of your marketing operations considerably.

Successful Marketing Organizations Measure ROI

The top-tier of highly effective and efficient marketing organizations use ROI, bottom-line oriented metrics and are outgrowing their competitors. This is one of the results from the 2011 Lead Generation Marketing ROI Study, by the Lenskold Group and Pedowitz Group. The study looks at the use of marketing metrics and marketing automation for managing and delivering ROI and growth. Read More…

Measuring Social Media Impact

More and more companies feel the pressure to do ‘something’ with social media. But what? It should be clear by now that it’s not enough to create a Facebook page, launch a Twitter account, and write a few updates whenever you feel like it, hoping to accumulate followers as you go along. If used correctly, social media can benefit your brand. But for that you need to be able to measure the impact of your social media marketing efforts. Read More…

Turning Marketing From a Cost Into a Profit Center

Recently, Gary M. Katz and Glen S. Petersen from Marketing Operations Partners published an article about the difficult position many CMOs find themselves in. They are pressured to deliver more results with less resources, while also having to account for each marketing spend. Katz and Petersen argue that implementing a solid Marketing Operations solution can turn marketing from a cost to a profit center. Read More…

ADAM Software releases PageBuilder 4

ADAM Software have announced the release of PageBuilder 4, a major new upgrade for their automatic catalog publishing software.

From a technical point of view, one of the key new features is the powerful public API that allows developers to extend the PageBuilder functionality or to tailor the software to specific customer needs. Most use cases that are not covered by by the default behavior can now be implemented with some custom development effort. Read More…