Demonstrate Return on Marketing – To quantify the results of your marketing investments, emphasize effectiveness, not just volume; provide a holistic view, to prevent side-swiping your overall objectives; connect to corporate objectives, not isolated endeavors; and test cause-and-effect, to refine assumptions.

Accelerate Our Customers’ Buying Process – To accelerate revenue generation, align your sales process with your customers’ buying process; ensure consistent goals between marketing and sales teams; validate lead qualification; and optimize close ratios.

Optimize Customer Profitability – To optimize customer profitability, monitor drivers of defection and retention; analyze win-loss, customer lifetime value, and customer equity; develop company-wide understanding of customer perspectives; segment customers by buying circumstances; drive innovation per customers’ desired outcomes; and inspire enterprise-wide ownership of customer experience excellence.

Leverage Market Intelligence – To leverage market intelligence, integrate your array of data sources from a customer-centric perspective, with financial and operational perspectives secondary; monitor competitors by alternatives available to customers, not just industry players; anticipate customer impact of changes in social, economic, technological, legal environments; and enable the enterprise to act on timely intelligence for strategic results.

Bridge the Gap Between Strategy and Execution – To bring your strategies to life, set up your teams for success by ensuring competencies, enabling technologies and processes, and establishing governance and accountability.

Scale Our Marketing Function for Growth – To sustain momentum during rapid growth periods, align marketing and corporate vision; clarify roles and responsibilities; streamline and integrate processes; and empower agility and responsiveness.

Marketing Operations Competencies – To prepare marketing executives and stakeholders worldwide to tackle new post-recession Internet-driven realities, “Marketing Operations 2.0: From 2011 Tactical Discipline to 20/20 Strategic Vision” is the world’s first self-paced, online marketing operations course. Certification and in-house delivery are also available.

Marketing Operations Future Forum – If your passion is helping the marketing profession raise its stature, influence and contribution in the enterprise (and yours as well), join more than 600 fellow Marketing Operations Future Forum members to learn about Marketing Operations 2.0 and share insights, best practices and experience with your peers. Together we can advance our companies, our careers and the emerging profession of Marketing Operations.