This document discusses marketing operations and outlines five key competencies for marketing operations teams. It begins with a brief history of marketing operations and how it has evolved with technology. The five competencies covered are: technology, operations and automation, analytics, planning and forecasting, and marketing enablement. Examples of metrics and analytics reports are provided. The document also discusses marketing operations team structures and how they evolve with the size of the marketing organization. It concludes with the role of head of marketing operations.

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• A brief history of Marketing Ops
• The 5 Marketing Ops Competencies
• Marketing Ops team structure
Marketing Operations
Agenda

3. A Brief History of Marketing
Ops

4. Mad Men no more

5. The Birth of Marketing Ops
CRM
Email/Marketing
Automation

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Competency #1 – Technology

7. The Marketer’s Technology Landscape

8. The Marketer’s Technology Landscape
Buy or Build?

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Competency #2 - Operations andAutomation

10. Turn process
into
automaton
Own the “systems”
Marketing
Automation Flow
Must balance
process with
flexibility

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Competency #3 - Analytics

12. Total Marketing spend
100 Deals
$1,000,000 Bookings
5,000 MQLs
Customer Acquisition Cost (CAC)
1000 attendees at 10 field events
550 attendees at user conference
5 new customer case studies
Executive Summary – Metrics
2014 Q4 (10.01 - 12.31)
CORE ▼ 5% Q/Q
▲ 10% Q/Q
▲ 5% Q/Q
▲ 10% Q/Q
▲ 5% Q/Q
▼10% Q/Q
▲20% Y/Y
▼10% Y/Y
Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and
if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment!

13. Funnel Summary
Example metrics only. Footnotes are really important though – you should really use them to explain the exact filters your analysts use, and
if they have a link to a report or shared document with more information, throw in the link. Transparency is key to gaining alignment!
Inquiries
5.0%
4.0%
25%
MQLs
SQOs
Won
100,000
Hand-raisers
200
Opps
50
Deals
Inquiry -> MQL
MQL -> SQO
SQO -> Won
5,000
Qualified
2014 Q3
Inquiries
5.8%
3.0%
26%
MQLs
SQOs
Won
120,000
Hand-raisers
210
Opps
55
Deals
Inquiry -> MQL
MQL -> SQO
SQO -> Won
7,000
Qualified
2014 Q4
Qualified
add’l leads to
feed more
reps
Need better
sales
enablement
High-
performing
SDR team

14. Customer Metrics
Examples only. Seriously though, footnote the crap out of analysis slides
1000
500 500
200
300
100 150
240
10 501
5
5
Widget
Widget Widget
Widget

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Competency #4 – Planning and Forecasting

16. Projecting and measuring Marketing goals
Set
Goals
Identify KPIs
Review
results
Project
Trends

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Competency #5 – Marketing Enablement

18. Alignment, alignment, alignment…
Marketing team
Training and
Onboarding
Sales/Marketing
Alignment
Marketing content
management
Liaison to
other
departments

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Who is the head of Marketing Operations?

20. Marketing Chief of Staff
Budget
management
Workforce
planning
Marketing org structure
support
The CMO’s “right-hand
person”
Marketing team skill
assessment

21. “Technology or marketing skills alone are not enough to
deliver results expected of marketing operations.”

22. MOPS Structure & Maturity

23. MOPS
Manager
Marketing Team Size: 1-10
Team skills:
• Marketing Automation
• Basic Analysis & Reporting
• Email Marketing / Nurturing

24. MOPS
Manager
Marketing
Automation
Data
Analyst
Email
Marketing
Marketing Team Size: 10-20
Team skills:
• Process & Automation
• Marketing Technology
• Analysis & Reporting
• Email Marketing

25. Head of
Marketing Ops
Marketing
Operations
Marketing
Automation
Data Analyst
Budget
/Planning
Lifecycle
Marketing
Email Marketing
Manager
Email Marketing
Coordinator /
Specialist
Mktg Ops
Coordinator
Marketing Team Size: 20-50
Team Skills
• Process & Automation
• Marketing Technology
• Analysis & Reporting
• Customer Marketing
• Email Marketing / Nurturing
• Budget Management
• Planning & Forecasting
• Data quality

26. Marketing Chief
of Staff
Segment
Strategy
Marketing Ops
Marketing
Technologies
Automation &
Process
Marketing
Analytics
Customer
Insights
Analytics
Forecasting
Marketing FP&A
Marketing
Enablement
Training,
Onboarding,
Support
Planning
Lifecycle
Marketing
Customer
Marketing
Email Marketing
Marketing Team Size: 50-?
Team Skills:
• Process & Automation
• Marketing Technology
• Analysis & Reporting
• Customer Marketing
• Email Marketing / Nurturing
• Budget Management
• Planning & Forecasting
• Data Quality Management
• Best practices and training
• Change management
• Marketing Strategy

27. Q&A
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