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(408) 243-7881
info@MOpartners.com

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.

April 13, 2010

Marketing Ops, Social Media Monitoring and NewComm Forum 2010

In previous blog posts, I explored the relationship of Marketing Operations to Social Media and the ”instant gratification” Marketing ROI organizations are unrealistically expecting from the Social Media channel. Before jumping into another plug for our partner, Newcomm Forum 2010: The Social Web. .. Redefining Business, I want to touch on an aspect of Social Media ROI that is easily overlooked but has significant relevance in today’s world: Social Media Monitoring. Before an organization can even hope to assess the impact of Social Media on its marketing effectiveness, it needs a way to be able to effectively track and monitor activity and relationships online in communities such as LinkedIn, Facebook, Twitter, YouTube, etc.. As is often the case with technology-based solutions and services, the plethora of options available is overwhelming and buyer confusion is the norm. Recently I met with Stephen DeBruyn, who is addressing this challenge with true passion. Steph is a protege of my friend and communications measurement guru Katie Paine, having worked with her at Delahaye Group (now Cision) before Katie left that firm to found KD Paine & Partners. Steph shared with me a fantastic resource he and Connie Benson have developed to take the mystery out of social media monitoring. Their website, Tools and Best Practices for Monitoring Social Media, includes a Guide to Social Media Monitoring Tools, Purchase Criteria, Insights & Trends, Resources, Best Practices/Social Media Case Studies and Definitions. Check it out!

Now on to the NewComm Forum plug!

As you know by now, Marketing Operations Partners is a proud sponsor of:

NewComm Forum 2010: The Social Web. .. Redefining Business

April 20 — 23, 2010
Marriott San Mateo
San Mateo, CA
http://www.commforum.com

We hope you’ll be able to join us next week at NewComm Forum, the premier conference for unlocking the power of social media for business. This is a great opportunity to get up-to-speed on the latest developments in the Social Media world, hear about best practices, explore new tools and applications, and network with users, vendors and thought leaders in the field.

Friends of Marketing Operations Partners can take advantage of special discounts by using the below discount codes.

Come for the entire conference or just a day!

NewComm Forum will feature a who’s who of social media experts and practitioners from leading companies presenting 40 sessions in five comprehensive tracks including:

Online Communications & Communities
Social CRM
Markets are Conversations: From Theory to Practice
Understanding the New Media Landscape
NewComm Essentials

Keynoters include:

Jackie Huba, online marketing expert and author
Dave Carroll, singer/songwriter, “United Breaks Guitars”
Scott Monty, Ford
Jack Holt, US Dept. of Defense
Tim Westergren, Pandora
Neville Hobson, WeissComm

Choose from a variety of intensive ½-day and full-day pre-conference workshops on Tuesday, April 20th. See details at: http://www.newcommforum.com/Social-Media-Workshops.

Use discount code NCFW100 to save $100 on a pre-conference workshop.

And, wrap up your Forum experience on Friday, April 23rd in our special one-on-one workshop with conference faculty and SNCR Fellows — included in your conference fee. It’s like getting a half-day of expert consulting FREE! See more details at: http://www.newcommforum.com/Social-Media-Strategy

Register for the full conference now at www.newcommforum.com with special discount code for NCF300 to save $300 off your full conference fee!

Or, just join us for one day on Wednesday, April 21st:

The NewComm Forum 2010 One-day Pass Includes:

Full Access Pass for Wednesday, April 21st
3 Keynote Sessions: Jackie Huba, online marketing expert and author; Dave Carroll, singer/songwriter, “United Breaks Guitars” and Tim Westergren, founder, chief strategist, Pandora
Access to all conference sessions – choose from 16 breakout sessions in five tracks. Featured presenters include: Shel Holtz, Jen McClure, Paul Chaney, Eric Schwartzman, Francois Gossieaux, Brian Solis, Katie Paine, Dharmesh Shah, Beth Kanter, Kami Huyse and more!
Networking Activities and Food & Beverage Events: Breakfast, Luncheon featuring Dave Carroll of “United Breaks Guitars” fame & Cocktail Reception

Cost: Only $395! Register now and use code NCF1D.

We hope you’ll join us for NewComm Forum, the premier conference for unlocking the power of social media!

Gary

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February 15, 2010

Marrying Marketing Ops and the Social Web

As I write this, I’ve just celebrated my 26th Valentine’s Day as husband to the love of my life, Melissa.

A successful long-term marriage requires attraction, passion, friendship, communication, commitment, nurturing, growth, responsibility, collaboration, sharing, fun, emotional support, give and take, and so much more.

Two of the hottest topics in Marketing these days are the Social Web (Web 2.0) and, to my gratification, Marketing Operations. The Social Web is the latest channel and playing field leveler for marketing in today’s new world. Marketing Operations is the strategic and operational lever to get the most from Marketing resources, tools and insight — both online and offline.

I’ve written about how Marketing Operations 2.0 is the yin to Web 2.0’s yang in an article that was originally published in the Business Marketing Association’s national newsletter in 2008.

I’m motivated to do my part to advance this badly-needed marriage between Marketing Operations and the Social Web, so I’m proud to announce that Marketing Operations Partners will be a sponsor of the NewComm Forum, one of the most exciting and respected conferences on Web 2.0.

Following is information on 2010 NewComm Forum, as well as a discount code you can use to save money when you sign up as part of our extended family.

NewComm Forum: The Social Web – Redefining Business
April 20–23, 2010
San Mateo, CA
www.newcommforum.com

Don’t miss the premier conference for unlocking the power of the social web for business. Speakers include a who’s who of social media experts and practitioners from leading companies. Five comprehensive tracks include: Online Communications & Communities, Social CRM, Markets are Conversations, Understanding the New Media Landscape, and NewComm Essentials. Early Bird discounts through March 12th.

Use discount code NCF2010MOP to save an additional $100 – register now – seats are limited!

I hope you’ll join us during this special week in April when the Marketing Operations and Social Web communities come together. This is a love affair that’s made to last. (<:}

Gary

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January 26, 2010

January 11, 2010

Looking back on Henry Stewart NY 2007

Filed under: Marketing Operations Community, NoRepost — gary @ 10:21 am

Well, I didn’t have any takers go out on the limb by sharing their thoughts on the Henry Stewart Conference in advance of my post, so here we go. One of the speakers at the conference brought a boxful of T-shirts that I think just about says it all. They read: (Front) I Went to MOM training (Back) And All I Got was this DAM T-Shirt. Yes, MOM or MO or EMM or MRM or MEE (Marketing Efficiency & Effectiveness, the latest Henry Stewart attempt at a name for the track) is the poor ugly stepsister of Digital Asset Management. And it’s a DAM shame. We all know that the long-term adoption of DAM will be stunted without a strong MO function in organizations. DAM solves a piece of the problem. MO embraces all the compelling challenges marketing faces in enterprise today: * Sales process acceleration/funnel management * Marketing scalability * Customer profiitability/customer experience management * Strategy and change facilitation * Return on marketing We can talk about blogs, Web 2.0, 1 to 1 marketing, mobile marketing, wikis, podcasts and all those other sexy marketing topics until we’re blue-in-the-face, but if we don’t deal with the fundamental infrastructure of our marketing departments and build an effective ecosystem of support for our initiatives, marketing’s impact and stature in organization’s will continue to be disappointing in most companies. And industry events like Henry Stewart are (or should be) an important rallying point to bring the community together. The Henry Stewart series of events could be the impetus to mobilize the marketing ops community but has, frankly, largely failed to accomplish this objective since it was launched several years ago. Yes, the program tracks have improved year-over year, as has the quality of the speakers. But the MO attendees were once again dwarfed by the DAM folks by 6–7x or more. The number of MO VP and Director titles at the event could be counted on one person’s appendages (and most high-level MO folks came because they were selected as speakers or panelists). The show is still much more a showcase for a sea of marketing technology solutions than a beacon of what MO can be in the enterprise. The Henry Stewart folks are great people and we’re working with other leaders in the community to help them improve the MO side of the conference. Separating MO from DAM is an especially DAM good idea. Moving the LA event to Silicon Valley is another one. Bottomline, we need to get MO folks at tech companies more involved if this industry event is going to effectively serve its purpose. Otherwise, we might see another event company with more clout than Henry Stewart jump in to the fray. Gary

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Marketing 2.0 Author in San Francisco This Week

Filed under: Marketing Operations Community, NoRepost — gary @ 10:21 am

Bernie Borges of Find and Convert, author of the upcoming book, Marketing 2.0: Bridging the Gap Between Seller and Buyer on the Social Web, will be in San Francisco this week at the Inbound Marketing Summit. Bernie is a great guy and has encyclopedic knowledge on all things Web 2.0. He’s so smart that he actually had the vision to include a chapter on Marketing Operations, contributed by yours truly, in his book.

Bernie and I are getting together for lunch in the City on Thursday. But I have no desire to hog him. If you’re interested in joining us over lunch, let me know and I’ll forward location and time details.

Gary

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Panelists from Blue Coat, Juniper, NetApp, Polycom added for 4/16 MO Workshop

Filed under: Marketing Operations Community, Marketing Operations Education, Marketing Operations Strategy, NoRepost — Gary_Katz @ 10:21 am

Marketing Operations leaders from Blue Coat Systems, Juniper Networks, NetApp and Polycom have joined the panel discussion for the April 16 Best Practices in Marketing Operations workshop. Edward Allison, senior director of Marketing Planning & Operations at Juniper; Judy Ash, director of Strategic Marketing at NetApp; Larissa DeCarlo, Vice President, Marketing Operations at Blue Coat; and Jennifer Pockell-Wilson, director, Global Marketing Operations at Polycom will share their experiences, best practices and lessons learned during the second half of the workshop.

Marketing Operations Partners CEO Gary Katz is conducting the workshop on behalf of the the Silicon Valley Chapter of the American Marketing Association on April 16 at the University of Phoenix in Santa Clara:

WHEN
Wednesday, April 16, 2008
5:30 pm-6:00 pm Registration and Networking
6:00 pm-8:00 pm Program and Q&A
Get more information or register now

WHERE

University of Phoenix, 3590 N. First Street in San Jose (near Tasman)

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Co-create the future of the Marketing Ops field 4/23 from 1-3 p.m. in SF

Filed under: Marketing Operations Community, NoRepost — gary @ 10:21 am

I hope you can join us on Thursday, April 23 from 1–3 p.m. in San Francisco for a historic event as leaders in Marketing Operations build a shared vision of what’s next for our emerging profession. Some of the possibilities we’ll explore together include 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 PMIMSSIG (thank you Dave Hutchinson!), the event will be held at a restaurant near Moscone Center TBD and includes a free lunch. More details to follow.

Space is limited and it’s first come, first served so please RSVP to gary@mopartners.com no later than Friday, April 17.

Gary

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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

Best Practices in Marketing Ops Workshop on April 16

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

Fresh off my two-day Marketing Operations workshop in Hong Kong, I’m conducting a Best Practices in Marketing Operations workshop for the Silicon Valley Chapter of the American Marketing Association (SVAMA) on April 16 from 6–8 p.m. in Santa Clara at the University of Phoenix.

Here’s a summary of the SVAMA workshop:

Discover Marketing Operations Benchmarking Study findings from 80+ CMOs, Marketing VPs and MO Directors

Receive guidance on how to apply study insights to support marketing performance management, integrated marketing and strategic management of marketing objectives
Hear case studies and lessons learned from a blue-ribbon expert panel of Marketing Operations leaders

CMOs are under the gun. Expectations for Marketing are accelerating. The call for accountability and ROI is deafening. Yet average CMO tenure is barely more than two years, less than half that of the average CEO. To address these challenges, increasingly more enterprises are turning to Marketing Operations (MO) to run Marketing like a fully accountable business. This session includes a presentation of findings and insights from a recent benchmarking study conducted by Marketing Operations Partners on how companies are leveraging MO to run the marketing function as a profit center and fully accountable business. Some of the key insights from the study include:

How Marketing Operations as a formalized and focused discipline delivers greater accountability and strategic impact to company performance
Why sales and stakeholder alignment, socialization and communication are of equal importance to automation, process, dashboards and scorecards
Key drivers in the journey from inception to maturity in Marketing Operations best practices.
The role of supportive culture, clear goals and executive sponsorship as key success factors for progress.

What you’ll learn:

Five common characteristics of best practice companies
Five key focus areas to achieve marketing process excellence
Three key strategies to achieve marketing execution excellence.
A practical framework to get key Marketing Operations initiatives funded, supported and successfully launched.
How to leverage Marketing Operations to deliver the promise of integrated, strategic and measurable marketing.

The session will conclude with a moderated blue ribbon panel of Marketing Operations leaders from leading Silicon Valley companies, who will share their experience and lessons learned.

Get more information or register for the event

Gary

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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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