Marketing Operations Feed

Look Where You Want to Go in Marketing, Not Where You'e Been or Where You Are!

The first rule in ridding a motorcycle, my father taught me (under the protest of my mother about a Harley I had just bought) is to keep your eyes on where you want to go and the bike will follow.  Not unlike advice every marketing manager should heed.

IStock_000015451654-200 (1)Why its Important

"Right now, close the door to your office, clear the white board and fill it with where you want the company and the marketing department to go.  Think forward. "

You won’t get a 20% market share growth by thinking last year’s 10% was good enough.    Repeat this and eventually you’ll be a failure.

You won’t reach 50% in qualified leads for the salespeople by thinking last year’s 10% was good enough.  Repeat last year and you’ll eventually be a failure

Why it Matters

"You can’t reach a 100% follow-up of sales leads if you think last year’s 25% follow-up is good enough.  It’s average and not competitive.  Repeat last year and you’ll eventually be a failure."

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Is this a Fairy Tale? A Marketing Manager Builds Demand Gen Based on Sales Quotas?

IStock-802452108 (1)“Do you know,” I asked the marketing manager, “how much money to spend on demand generation, and how many leads to create?”

With a shrug she said, “I do what we did last year.  We have a marketing plan,” she continued. “We review last year's spend and and make adjustments, usually on a budget the CFO gives us.”

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Taking the Mystery out of Marketing Operations: Debbie Qaqish - White Paper Review

Title:   Rise of the Marketing Operations Function: And what is this talk about Unicorns?

Published by/Authors:  Debbie Qaqish, Chief Strategy Officer, Pedowitz Group

Gated:  Yes Rise_of_the_Marketing_Operations_thumbnail

Download Link   

Length:  9 pages

Highlights: 

  • A much needed definition of marketing operations.
  • The four stages of Marketing Ops Groups: Model maturity for Marketing Ops
  • Quotes about marketing operations from: Michael Ballard-Lenovo; Randy Taylor, LexisNexis; Ashleigh David, Trend Micro; Chris Willis, Elekta; Mitch Diamond, McKesson; Patrick Phelan, Acxion; Danny Essner, MediaMath.
  • Common Marketing Operations Functions are described under five categories:
    • Technology
    • Data Management
    • Measurement and Analytics Reporting
    • Process
    • Execution

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Revealing 10 Ideas for Junior Team members to contribute and benefit all.

Blog-too-much-time
Bored employees are unhappy employees and build resentment in other team members. Your junior level, interns, assistants want to HELP the company and show their value, but sometimes there are lulls in projects, timelines and business so they are unable to do their "usual" tasks. Time to get them on catch up duty that will help marketing and sales be more efficient. Every industry will have different tasks, but these are pretty basic items that can help all companies streaming file searches, website SEO and social media.

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Why Marketing Operations is Crucial for Growth! Listen While you Work - WIlson Raj at SAS

Four Reasons Why Marketing Operations is Crucial for Growth!

In this 25 minute interview on SLMA Radio, Wilson Raj says it is all about business results. Having a a marketing operations department to assemble  and bring sense to the opportunities and complexity of marketing tools and the people is what marketing operations is all about.  With unusual clarity Raj brings it all together.

Marketing operations is no longer just for the big boys. With the continuing growth of software applications to control every aspect of marketing, and the need to coordinate the processes. procedures  and results, the marketing operations department is being found in mid-sized and even SMBs. During this program Wilson Raj, Global Director of Customer Intelligence at SAS makes the case that Marketing Ops is an essential part of every marketing department. The host is Jim Obermayer.

About our guest:

RajWilson Raj is the Global Director of Customer Intelligence at SAS. Collaborating with customers, industry influencers, partners, and product teams, Raj is responsible for global marketing to establish, evolve and evangelize SAS’ analytics-powered marketing solutions. With twenty years of experience in multiple industries, Raj has built data-driven brand value, engagement, and loyalty through expertise in integrating advertising, digital marketing, social media, multi-channel relationship marketing and public relations.

About SAS:

SAS is the leader in analytics. Through innovative analytics, business intelligence and data management, software and services, SAS helps customers at more than 80,000 sites make better decisions faster. Since 1976 SAS has been giving customers around the world THE POWER TO KNOW®.

 

Also see the blog post: Job Description - Marketing Operations 

 

 


Cartoon for the Weekend: The Case for Marketing Operations

Stu-all-i-asked

There is a reason why marketing operations,  as a department under the direction of marketing management, is becoming a common need. Maybe its time you consider it!  Few can deny that this department and what it manages has a direct impact on revenue results.

Why it's Important!

Few can deny that Marketing Operations and what it manages has a direct impact on revenue results.

Sales Lead Management Association

 

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51p7FjMDNqL._SX329_BO1,204,203,200_Cartoon by Stu Heinecke author of How to Get a Meeting with Anyone, Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations. 

Available from Amazon. #1 Best Seller in Direct Marketing

This blog is supported by the generous sponsorship of ClickPoint Software, OMI - Outward MediaVanillaSoft and Goldmine CRM Software