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January 11, 2010Talking Marketing Ops at EBIGIn addition to our webinar, I’ll be speaking about Marketing Operations before the Sales & Marketing SIG of the East Bay IT Group (EBIG) this Thursday, November 16 at 6:30 p.m. For more information, visit http://www.ebig.org/sig/sig.aspx? SIGid=27&EventID=806&old=. Gary Highlight any portion you want:
 Looking back on Henry Stewart NY 2007Well, 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 Highlight any portion you want:
Marketing 2.0 Author in San Francisco This WeekBernie 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 WorkshopMarketing 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 WHERE University of Phoenix, 3590 N. First Street in San Jose (near Tasman) Highlight any portion you want:
Co-create the future of the Marketing Ops field 4/23 from 1-3 p.m. in SFI 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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Final days to participate in VisionEdge Marketing Performance SurveyOur partner, VisionEdge Marketing, is conducting its annual 2008 Marketing Performance Survey and you still have until this Sunday, February 10 to register your opinions. The survey, which takes about 15 minutes to complete, is a national Web survey intended to track how companies are adopting marketing metrics today. As a participant in this study you can request a complimentary copy of the survey summary, which will be sent to you in early March after the survey closes. This report will give you insight into which performance indicators are being tracked by other companies. It will also help you assess where your company is in relation to the metrics movement: at the vanguard, about average, or adopting metrics more slowly than average. Also, if you provide your name and email address VisionEdge will enter you into a drawing for a $50 gift certificate from either Amazon.com or iTunes. This should be a no-brainer for marketing leaders who care about demonstrating the value of marketing to their organizations and raising the stature of our profession in the C-suite and in general. Click here to participate in the survey. Gary Highlight any portion you want:
Location Set for “Co-create the Future of the Marketing Ops Field” EventWe’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 Highlight any portion you want:
Last Day for Early Bird Registration for UCSC Online Marketing Ops ClassIs Marketing Operations a key part of your job?
If MO is core to your career and/or your organization, you owe it to yourself to build your Marketing Operations competency. You need to know what you don’t know and learn what you need to know. For the first time, you can make a commitment to that professional development in a structured, focused, self-paced setting through UCSC Extension’s Marketing Operations: The Engine of Marketing, a new 7-week online course beginning January 25 and taught by me, Gary Katz. Today is the last day to register for the class to save 10% on the tuition. Spread the word! Following is a complete description: MARKETING OPERATIONS: THE ENGINE OF MARKETING Course Description: Marketing can be the growth driver, the voice of the customer, the agent of change in organizations. But the sad reality is that today’s Chief Marketing Officer has an average tenure of just over 26 months, less than half the time of the average CEO. This brief tenure has motivated many Marketing leaders to take a short-term and tactical orientation, which has led to Marketing having limited scope and influence within many organizations. The inability of Marketing to demonstrate its long-term value has, in turn, led to slashed budgets and head-count. The age of the ”individual contributor” director is upon us and Marketing is no longer a fun job at many companies. Marketing Operations is an evolving discipline that brings operational discipline and a change management approach to the marketing function to literally transform how we are viewed internally and how we see ourselves. By adding a dedicated Marketing Operations focus, organizations can leverage process, technology, guidance and metrics to run the marketing function as a profit center and a fully accountable business. By embracing Marketing Operations, professionals can increase their value and raise their stature within their organizations, while enhancing their job satisfaction and career opportunities. Topics Include:
Applies Towards the Following Certificate(s) & Award(s): Certificate Program in Marketing Management Highlight any portion you want:
October 18, 2009Best Practices in Marketing Ops Workshop on April 16Fresh 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 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:
What you’ll learn:
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 Highlight any portion you want:
PR Web Announcement of Marketing Operations Benchmarking StudyMarketing Operations Partners distributed a news release via PR Web yesterday about our “Journey to Marketing Operations Maturity” benchmarking study. You can learn more by clicking on the following link: Gary Highlight any portion you want:
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