Marketing Operations Future Forum | Marketing Operations at Work

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(408) 243-7881
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Marketing leaders today are in an unprecedented position to help organizations achieve their objectives in increasingly competitive and dynamic markets. Marketing Operations Partners is one the first services companies focused on changing the MO of marketing by leveraging the emerging discipline of Marketing Operations. To address this significant challenge—and opportunity - Marketing Operations Partners provides a ready-to-go COO and change management team consisting of leading thought leaders in the marketing community. Our team includes subject matter experts in the areas of lead generation and nurturing, customer experience management, process design, strategic planning process facilitation, technology assessment, organizational diagnosis, change management, ROI analysis, business intelligence, and marketing, sales and product alignment. For more information, visit www.mopartners.com.

January 11, 2010

Location Set for “Co-create the Future of the Marketing Ops Field” Event

Filed under: Marketing Operations Big Picture, Marketing Operations Community, Marketing Operations Education, Marketing Operations Future Forum, NoRepost — Gary_Katz @ 10:21 am

We’ve secured Buca di Beppo, 855 Howard St. in San Francisco, for our “Co-create the Future of the Marketing Operations Field” luncheon, sponsored by the PMIMSSIG on April 23 from 1–3 p.m. Please RSVP to gary@mopartners.com by Friday, April 17. Space is limited.

Here’s a recap of the key details:

Agenda: Build a shared vision of what’s next for our emerging profession. Explore an annual MO conference here in Silicon Valley and a Marketing Operations Institute to advance the discipline to the next level of excellence.

Sponsored by: the Project Management Institute Marketing & Sales SIG (PMIMSSIG).

Gary

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October 18, 2009

Co-creation Dialogue Spurs Marketing Operations Future Forum

Filed under: Marketing Operations Big Picture, Marketing Operations Community, Marketing Operations Education, Marketing Operations Future Forum — Gary_Katz @ 9:34 pm

Approximately 25 leaders from Silicon Valley-based corporations, marketing automation solution providers, marketing and project management consulting firms, and academia met in San Francisco on April 23 to pave the path for the future of the Marketing Operations field. The initial output from the effort was the establishment of the Marketing Operations Future Forum, which will act as a steering committee on moving forward with agreed-upon industry initiatives.

Dave Hutchinson, chair of the Project Management Institute Marketing & Sales SIG, which sponsored the luncheon, opened by discussing the synergy between Project Management and Marketing Operations. Then, I shared my vision of where we are and where we could be by professionalizing our field. Here’s the key areas I covered:

MO field still defining itself
Major stakeholder, CMO role, also struggling with definition
Opportunity to develop the profession
- Standardization, certification track, training & development model
- Grow the pie
- Have more impact in enterprise
Opportunity to practice what we preach
- Better alignment & collaboration
- Better integration of talent and technology supply chain
- Clearer path for customers to find and get help
Key question: As a profession, are we breaking or perpetuating silos with current MO?

Some of the topics the group discussed included:

The need for training and development model that is international and crosses geographies
The desire to create an MO Conference that creates energy and professional development.
The possibility of making content developed by the Marketing Operations Cross Company Alliance available through this effort to facilitate Marketing Operations education and, possibly, certification. MOCCA co-founder and steering committee member, Larissa DeCarlo of Marketing Transformation Services, was in attendance.
The possible establishment of a Marketing Operations Institute, which would potentially be started by offering online certification in Marketing Operations.
The possible development of a Google KNOL with a special section on Marketing Operations.
Alignment and potential

Overall, the discussion was lively and productive, and, indicative of the interest in this topic, nearly 50 people have joined the Marketing Operations Future Forum LinkedIn Group within 24 hours of being established.

Gary

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October 12, 2009

Silos Are Not Exclusive to Organizations

Filed under: Marketing Operations Big Picture, Marketing Operations Community, Marketing Operations Future Forum, Marketing Operations Strategy — Gary_Katz @ 8:12 pm

When we think of silos (the information kind, not the structures for storing bulk materials) , the first thing we think about are the companies we work in. Especially if they are large operations.

But we all have seen examples of the silo effect outside the corporation: in our government systems, in our schools, in our neighborhoods, even in our families.

As a relatively young discipline, the Marketing Operations (MO) profession suffers from the same silo effect that enterprises do.

One of the reasons for creating the Marketing Operations Future Forum, which is focused on co-creating the future of the Marketing Operations field, is to enroll and align MO practitioners to address this challenge – in an integrated, synchronized manner.

Point marketing automation solutions. Superstar or paratrooper individual contribution. A dispirit approach to addressing customer needs – whether we are employees, solution providers or independent consultants.

The maturity of the MO field has a lot to do with this. But so does the cowboy-like belief that we – or our solutions – can be all things to all people. A scarcity view of the world and a lack of insight into what we – or our solutions – are really good at underlies the problem.

We need to unlearn this lone wolf type of behavior. If we don’t, we contribute to buyer confusion (if everyone says they are competent at everything, who do you hire or buy from?). We hurt our reputations and ability to attract the type of work we are best at. And we block a potential good match between buyers and sellers.

We’re got to get over this fear that there isn’t enough to go around and focus on aligning together to grow the pie. We need to think abundance.

This field of Marketing Operations has tremendous potential, which will only be realized if we align with one another, trust the process and one another, and each contribute our unique gift to make this field a powerful force that mobilizes our companies and clients to act, rather than find yet another excuse to stay paralyzed.

Would love to hear others’ comments on this crucial topic.

If you really want to do something to help build a bridge between the silos, join the Marketing Operations Future Forum.

Gary

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October 11, 2009

October 20 BMA Web Seminar on Marketing Operations 2.0!

Filed under: Marketing Operations Big Picture, Marketing Operations Future Forum, Marketing Operations Strategy, NoRepost, Social Media, Strategy & Change Facilitation — Gary_Katz @ 10:21 am

Yep, Marketing Operations 2.0 is really upon us! I’m going to be presenting a web seminar on the topic, “Marketing Operations: MObilizing Marketing in a Web 2.0 World” for the Business Marketing Association on Tuesday, October 20 at 10:30 a.m. Central, 8:30 a.m. Pacific time. Check out the details below:

BMA Web Seminar

Date:
October 20, 2009

Time:
10:30 a.m. CST

Cost:
BMA Members — No Charge
Non-Members — $99

Registration:

Click here to register.
Reserve your slot in the web seminar. After registering, a receipt page will open. On this page, click the link asking you to reserve your slot to complete the reservation process.

This BMA web seminar, led by Gary Katz, CEO of Marketing Operations Partners and founder of the Marketing Operations Future Forum, details the emergence of MO 2.0, how it intersects with Web 2.0, what it is, the types of challenges it addresses, why it’s important and how it evolves toward maturity within organizations.

Web Seminar Details:

The new marketing paradigm we know as Web 2.0 and its sidekick, Social Media, have captured our imaginations. Complementary concepts have emerged of late to reinforce these new visions of stakeholder engagement: Inbound Marketing, Marketing 2.0 and Sales 2.0.

But none of these new models of engagement will reach their vast potential if not supported by a driving force from within the organization – one that delivers the same type of systems approach and collaborative framework that Web 2.0 provides externally.

Marketing Operations 2.0 (MO 2.0) is that MObilizing force.

The emerging discipline of Marketing Operations 2.0 is integral to helping enterprises manage this transition from the old to the new. As focus intensifies on organizational transparency and accountability, a key role of MO 2.0 is to help enterprises stay in integrity by ensuring that their deeds match their promises. Where once marketing was valued for its creativity and ability to put a compelling spin on company activities, MO 2.0 integrates operational muscle, measurement rigor and holistic, cross-functional alignment behind the marketing strategy and associated tactics.

Gary

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January 26, 2009

I Swear I Haven’t Been on Vacation This Month!

Filed under: Marketing Operations Community, Marketing Operations Education, Marketing Operations Future Forum, NoRepost — Gary_Katz @ 2:08 pm

Judging from the drop in my posts since the end of June, I wouldn’t hold it against you if you assumed I was vacationing all month. Truth is, I do need a vacation, but I swear I haven’t had one yet!

If you don’t believe me, check out my Twitter activity. I’ve been very active there.

Lots of exciting things are going on behind the scenes, which I look forward to sharing with you in greater detail soon.

But, in the meantime, here’s a high-level overview, so you don’t think I’ve been a slacker all month (<:}.

First, we’re migrating this blog from Typepad to Wordpress so Marketing Operations at Work can be more integrated with our website and we can better practice what we preach.

Second, my Marketing Operations class for UCSC Extension is going to be offered online this Winter! That means those of you interested in your Marketing Operations professional development will be able to get easy, self-paced access to my course whether you are in Silicon Valley, UK, China or India! The university has assigned a team of instructional designers to work with me to build the course for online. Too cool!

Third, as you may have noticed, we’ve been collecting data for our Marketing Operations Best Practices Benchmarking Study. We’ve had a great response; about 150 companies completed the online survey. Though we’ve recently closed the online survey, you still have the opportunity to participate in our in-depth interviews by phone or in person. We expect to be conducting these interviews through August, so let me know if you are interested in being a part of the process. There’s a free final benchmarking study report in it for qualified participants.

Fourth, the Marketing Operations Future Forum on LinkedIn, which is vested with co-creating the future of the Marketing Operations field, now has more than 300 members and reads like a who’s who in Marketing Operations in enterprises, solution providers and consulting companies. The major work of this forum is to develop a common body of knowledge for our evolving field, which we can develop into an educational curriculum and, ultimately, a certification program. We are actively collecting content (written, audio, video, slides) you’d like to contribute to the effort in exchange for attribution.

So now that I’ve finally posted something for July, I feel a little better. Stay tuned for more details on these announcements and even more exciting news ahead.

Gary

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