Influencing the Enterprise: Driving Strategic Impact Through Marketing Operations
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The document discusses the importance of overcoming silos within organizations to enhance marketing effectiveness, highlighting consequences such as resource misallocation and branding confusion. It outlines strategies for addressing these issues, including systems thinking, change management, and fostering a customer-centric culture. Additionally, it emphasizes the need for organizational learning and quality tools to achieve agility and high ROI in marketing operations.
Influencing the Enterprise: Driving Strategic Impact Through Marketing Operations
- 1. Influencing the Enterprise Driving Strategic Impact Through Marketing 1
- 2. ClearAction Continuum 2© Copyright ClearAction Continuum. All rights reserved. What Silos Inhibit Your Effectiveness? • What are the consequences? – Resource mis-allocation – Branding confusion – Locked-up BKMs & scale – People dependence – Lost opportunities: agility • What are the causes? – Stand-alone management – Lack of cross-functional inertia & accountability – Know-how to overcome silos
- 3. ClearAction Continuum 3© Copyright ClearAction Continuum. All rights reserved. What Silos Inhibit Your Effectiveness? • What are the consequences? • What are the causes? • How can silos be overcome? – Systems thinking – Change management – Organizational learning – Quality tools – Balanced scorecards – Customer-centric culture +++ Marketing Operations
- 4. ClearAction Continuum 4© Copyright ClearAction Continuum. All rights reserved. Systems Thinking for Big Picture Holistic View • Analogies • Connectivity • Framing • Patterns • Perspective • Structure LIKE … Marketing Operations Strategy Execution
- 5. ClearAction Continuum 5© Copyright ClearAction Continuum. All rights reserved. Change Management for Lasting Cooperation Marketing Operations Strategy Execution
- 6. ClearAction Continuum 6© Copyright ClearAction Continuum. All rights reserved. Organizational Learning for Agility N.I.H. ?• Language • Post-Mortem • Politics • Knowledge • Proliferate • Refine Company = Team Marketing Operations Marketing Scalability
- 7. ClearAction Continuum 7© Copyright ClearAction Continuum. All rights reserved. Quality Tools for Fact-Based Decisions Root Cause Analysis: Facts Pareto Chart: 80/20 Rule Critical Path Diagram: Workflow Control Chart: Accountability UCL LCL _ X Marketing Operations Business Intelligence
- 8. ClearAction Continuum 8© Copyright ClearAction Continuum. All rights reserved. Balanced Scorecard: Empowerment Marketing Operations Returnon Marketing
- 9. ClearAction Continuum 9© Copyright ClearAction Continuum. All rights reserved. Customer-Centric Culture: Guiding Light Marketing Operations Customer Profitability Drivers Of Trust
- 10. ClearAction Continuum 10© Copyright ClearAction Continuum. All rights reserved. Influence Entire Enterprise: Customer Experience Solution = Means to an End Customer Experience Scope Customers’ View of Your Value Marketing Operations Buying Acceleration Engage Enterprise-wide
- 11. ClearAction Continuum 11© Copyright ClearAction Continuum. All rights reserved. Marketing Operations: Overcome Silos Buying Acceleration Customer Profitability Marketing Scalability Business Intelligence Strategy Execution Returnon Marketing Marketing Operations High-ROI Resource Allocation Branding Clarity Best Practices Scalability Process Excellence Agility for Emerging Opportunities
- 12. ClearAction Continuum 12© Copyright ClearAction Continuum. All rights reserved. Marketing Operations for Higher ROI Buying Acceleration Customer Profitability Marketing Scalability Business Intelligence Strategy Execution Return on Marketing ALIGNMENT ACCOUNTABILITY Free Marketing from activity treadmill, opportunity cost, waste. AGILITY Propel Marketing impact by accommodating emerging opportunities, broad CX innovation, proactive role in C-suite MARKETING EFFICIENCY & EFFECTIVENESS MarketingOperations
- 13. ClearAction Continuum 1313© 2018 ClearAction Continuum. All rights reserved. ClearAction Continuum Clients of ClearAction Continuum PARTIAL LIST
- 14. ClearAction Continuum We center your business on customers ClearAction Continuum 14 ClearAction Advisory is different: Alignment internally & externally Empower all levels & functions Tie into existing rituals, strengths Seasoned CX practitioners = Advisory team See ClearAction.com/advisory © 2018 ClearAction Continuum. All rights reserved. DNA Master Plan™ (fast-track foundational mojo for CX leadership) DNA Activation™ (all-hands-on-deck for CX) Market Responsiveness Index™ (3 factors: 32% profit advantage) DNA Transformation™ (cross-functional systematic CX) Customer/Partner Engagement Optimization (external & internal UX) Human-Centered Design (products, services, processes external & internal) VoC Actionability (external & internal UX) Actionable Intelligence (journeys, personas, lifetime value, metrics)
- 15. ClearAction Continuum 1515© 2018 ClearAction Continuum. All rights reserved. ClearAction Continuum ClearAction clients’ experiences Because each of the ClearAction team members managed CX in B2B for a number of years, they provided personal examples and practical tools that could be implemented right away. It was incredibly beneficial for us to work with them for several occasions. They elevated our collective knowledge and helped us achieve a higher level of CX maturity. – A. Chu, Dir Customer Experience ClearAction is an expert in business operations, and has been an invaluable resource for us to learn best-practices in many areas. They taught us things that would not readily cross our minds, but after they explain, it makes total sense, and this increased our efficiency and accuracy in many areas. I highly recommend ClearAction. – K. Van Diepen, Dir Marketing Communications ClearAction has been at the forefront of helping companies like ours reduce chaos, maximize resources and achieve impactful results. They’ve provided mission-critical guidance to begin the process of building a strong marketing operations function that supports our company’s growth, scale and continuous improvement objectives. – K. Chalmers, Dir Marketing Operations
- 16. ClearAction Continuum 16 We center your business on customers © 2018 ClearAction Continuum. All rights reserved. ClearAction.com ClearAction company/201333 +ClearActionCXO CustomerExperienceOptimization Let’s keep in touch!