Post on 16-Apr-2017
Core Competencies Of The Marketing Operations Leader With Eva Sharf
Eva Sharf
Attribution Analyst and Paid Media Manager
PRESENTER
Andrew Nguyen
Content Marketer
HOST
Welcome!
Marketing Operations: What We Think We Do
Marketing Operations: What We Really Do
Success In Marketing Operations
1. Be the marketing technology consultant
2. Execute like a scientist3. Deliver the right metrics
Us
Success In Marketing Operations
=
1. Be the marketing technology consultant
2. Execute like a scientist3. Deliver the right metrics
Our Organization
Us
● Alignment between sales and marketing against pipeline and revenue contribution
● Helping the organization become tech savvy
● Efficient and effective management of the sales and marketing funnel
Success In Marketing Operations
=
1. Be the marketing technology consultant
2. Execute like a scientist3. Deliver the right metrics
Us
Be The Marketing Technology Consultant
● Understand the value of your existing marketing technologies
Be The Marketing Technology Consultant
● Understand the value of your existing marketing technologies
● Focus on Accountability and Lesson Learning when evaluating martech
Be The Marketing Technology Consultant
Impact evaluation Cost/benefit analysis
Martech Evaluation Purpose: Accountability
Be The Marketing Technology Consultant
Impact evaluation Cost/benefit analysis Needs assessment Process evaluation
Martech Evaluation Purpose: Accountability and Lesson Learning
● Make better use of the technology budget
When We Measure The Value Of Martech We...
● Make better use of the technology budget
● Provide teams with the right tools
When We Measure The Value Of Martech We...
● Make better use of the technology budget
● Provide teams with the right tools
● Become the martech consultant
When We Measure The Value Of Martech We...
You Have The Right Technology. Now What?
Execute Like A Scientist!
Execute Like A Scientist!
Execute Like A Scientist!
Execute Like A Scientist!
Present Your Research Findings
Present Your Research Findings
Always include:
● A clear path to greater ROI or efficiency
● The alternative options
● A comparison of short and long-term costs
and benefits
How do you deliver the best information?
Support a great customer experience
Actions Deliverables
Deliver key customer insights
Deliver The Right Metrics
Support a great customer experience
Train the marketing team on understanding the data and how to use it to measure marketing performance
Deliver key customer insights
Deliver the key metrics to decision makers
Deliver The Right Metrics
Actions Deliverables
Support a great customer experience
Train the marketing team on understanding the data and how to use it to measure marketing performance
Govern and implement well-designed analyses
Deliver key customer insights
Deliver the key metrics to decision makers
Enable better decision making with key insights
Deliver The Right Metrics
Actions Deliverables
Actions Deliverables
Support a great customer experience
Train the marketing team on understanding the data and how to use it to measure marketing performance
Govern and implement well-designed analyses
Deliver key customer insights
Deliver the key metrics to decision makers
Enable better decision making with key insights
Deliver The Right Metrics
Action Items To Get Us There
● Decide on the data warehouse (e.g. CRM vs. Marketing Automation)
● Ask stakeholders what kind of reporting and metrics would help in decision making
● Create role specific dashboards
We’ll Need The Core Marketing Technologies
● Channel analytics & web analytics
● Marketing Automation
● CRM
● Attribution
How Attribution Supports Marketing Operations Success
10%Other touchpoints
30% 30% 30%
W-Shaped
10%
22.5% 22.5% 22.5% 22.5%
Full-pathOther touchpoints
Success In Marketing Operations
1. Be the marketing technology consultant2. Execute like a scientist3. Deliver the right metrics
[BONUS]
4. Implement the core marketing operations technologies
Poll Time
Any Questions?
Thank you!