2009 June | Marketing Operations at Work

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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.

June 29, 2009

Invitation to Participate in Marketing Operations Best Practices Survey

Filed under: Marketing Operations Big Picture, Marketing Operations Education, NoRepost — Gary_Katz @ 2:08 pm

Marketing Operations Partners is updating its Best Practices Benchmarking Study. The goal of the study, Marketing Operations 2.0: Taking MO to the Next Level of Effectiveness, is to identify:

Key drivers in the journey from MO inception to maturity in best practices
Scope of MO practice across different organizations based on company characteristics, Marketing function characteristics and MO function characteristics
Success factors and obstacles to progress for the MO function
How organizations assess their effectiveness based on Marketing Operations strategy, process, technology, guidance and metrics.
How Marketing Operations is evolving within organizations and as a professional discipline

An online survey is available now through July 17, 2009. This survey will take only 15 – 20 minutes to complete and your responses will be kept 100% confidential. In appreciation for your time, we will e-mail you a PDF of the executive summary of the benchmarking study, if you provide your email address at the end of the survey.

Go to the online survey now.

Qualified organizations that participate in face-to-face or telephone interviews to complement the survey will be eligible to receive a PDF of the entire study once published. Please let me know if you are interested in participating.

Thank you in advance for your participation.

Gary

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June 4, 2009

Marketing Operations? In IT??

Filed under: Customer Profitability, Marketing Operations Big Picture, Marketing Operations Community, Return on Marketing, Strategy & Change Facilitation, Web/Tech — Michael Dortch @ 3:17 pm

Today the newest member of the Marketing Operations Partners team is penning a post for us. Many of you may know Michael Dortch from his work as an industry analyst for Aberdeen Group and Robert Frances Group. The old-timers amongst us may even recall his journalism days with CMP publications NetGuide and Communications Week. Michael is uniquely qualified to write about the opportunity for Marketing Operations and IT to align for the greater good, so enjoy the first of what I'm sure will be many great posts – Gary

by Michael Dortch

Should IT be embracing Marketing Operations? Should MO be embracing IT?

Sure!

At its heart, Marketing Operations is about bringing some adult supervision to some of the most highly personal, visceral, and therefore non-standardized activities conducted by any business — not to mention some of the most business-critical. To succeed, therefore, Marketing Operations professionals must do a lot of successful marketing, selling, and evangelizing to multiple constituencies within their own organizations, if their efforts are to show any benefits to the enterprise's external relationships with customers, partners, and prospects.

Oddly enough, highly parallel challenges face every IT department that's striving to be truly business-driven and to supply truly effective business tools and solutions. What's more, almost every business action, decision, and transaction is enabled or supported by some kind of IT. And at many enterprises I've known, the IT departments actually have the most experience in formalizing, documenting, maintaining, and refining key processes and practices.

All of this means that Marketing Operations professional and evangelists should forge good working relationships with IT decision-makers at their enterprises at the earliest possible opportunity. The combination of the two can and should lead to many new opportunities to "IT-enable" efforts at increasing profitability, customer and partner satisfaction, "return on marketing" and IT ROI.

At the very least, it will make for conversation over meals or drinks refreshingly different…

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