White Paper

Operational Marketing Excellence

From source code to shareholder value

BrandMaker

Table of Contents
Executive Summary Introduction
Never waste a good crisis A new marketing science A new marketing role A new marketing technology The Marketing Operations Maturity Model

3 4
5 7 8 9 11

1. Value: the Business Case

1.1. Operations: marketing efficiency 1.2. Tactics: marketing effectiveness 1.3. Strategy: shareholder value and balance sheet

12
13 13 14

2. Scope: the Building Blocks

2.1. Define objectives: 4 marketing efficiency directions 2.2. Define scope: 10 functional areas
2.2.1. End-to-end process layer 2.2.2. Management layer 2.2.3. Intelligence layer

16
16 18
18 19 20

2.3. Select Resources: 5 marketing resources

21

3. Focus: the Implementation

3.1. Consolidate 3.2. Standardize 3.3. Automate

25
27 27 29

Conclusion About the Authors About BrandMaker Endnotes

30 31 32 33

Operational Marketing Excellence | 2 / 34

BrandMaker

MRMLOGIQ

Contents

Executive Summary
Marketing has never found itself in a more challenging and promising decade. There are more competitors, more products, more brands, more media channels and more regulations than ever before. Basically everything increases Except the budget. On the plus side, there are new techniques, methods and specialized marketing technology that tackles some deeply-grained issues around marketing: its role within the organization; its ability to deliver efficiently and effectively. This is the chance for marketing to drive profit and growth of the company. Turning the challenge into an opportunity is to align the long term vision and the short term solutions across departments, in and outside marketing, at all levels in the organizational hierarchy. This requires a new marketing science, marketing role and enabling marketing technology. The Marketing Operations Maturity Model shows that, based on your sphere of influence, the business case for your marketing efficiency project can be linked to operational, tactical or even strategic objectives. This white paper will show you how to benefit from MRM techniques, supporting marketing technology, how to define a 5-year marketing operations vision and how to take the first step today.

Operational Marketing Excellence | 3 / 34

BrandMaker

MRMLOGIQ

Executive Summary