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Intro to Agile Marketing Strategies

http://www.linkedin.com/groups/Agile-Marketing-Strategy-5181315/about Agile Marketing is a new community that emerged from the need to engage in more strategic
Mayer Becker's insight:

For #marketingoperations professionals looking for a good overview of agile marketing, here is a SlideShare covering the subject. It's worth taking a look at agile - demands on marketing for near real-time production of content (e.g., for social media) means the old way won't cut it in 2014 for at least part of your organization.

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All About Marketing Operations
Current articles and posts about marketing operations, marketing technology and content strategy execution.
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Marketing Ops Tech Summit

Marketing Ops Tech Summit | All About Marketing Operations | Scoop.it
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A valuable opportunity to learn about the current state of marketing operations, and marketing technologies, wrapped into one conference. Outstanding speakers and chance to network with your peers. #marketingops

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MarketSphere Marketing Receives Teradata APEX Award for Marketing Operations Consulting -- OMAHA, Neb., April 15, 2014 /PRNewswire-iReach/ --

OMAHA, Neb., April 15, 2014 /PRNewswire-iReach/ -- MarketSphere Marketing Receives Teradata APEX Award for Marketing Operations Consulting. Leading marketing technology consulting firm accepts APEX Partner Innovation award during the Teradata Summit 2014 APEX Awards event held in Los Angeles.
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Hats off to my former employer for being recognized for delivering value to their client through successful implementation of Teradata (APRIMO). #marketingoperations

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Marketing + IT = Chief Marketing Technology Officer [Infographic]

Marketing + IT = Chief Marketing Technology Officer [Infographic] | All About Marketing Operations | Scoop.it
Marketing + IT = Chief Marketing Technology Officer [Infographic] - Digital Commerce, Information Technology, Marketing
Mayer Becker's insight:

Finally, an infographic about the role of chief marketing technology officer. Scott Brinker (Chief MarTech blog) estimates 81% of enterprise-class companies have established this position, with an addition 7-8% expected to do so in the next 24 months. Aligning marketing's objectives with technologies to support them is also a key function of the #marketingoperations team, who maintain a relationship with the IT organization in a company.

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Intro to Agile Marketing Strategies

http://www.linkedin.com/groups/Agile-Marketing-Strategy-5181315/about Agile Marketing is a new community that emerged from the need to engage in more strategic
Mayer Becker's insight:

For #marketingoperations professionals looking for a good overview of agile marketing, here is a SlideShare covering the subject. It's worth taking a look at agile - demands on marketing for near real-time production of content (e.g., for social media) means the old way won't cut it in 2014 for at least part of your organization.

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Marketing predictions 2014: 5 analytics trends to watch

Marketing predictions 2014: 5 analytics trends to watch | All About Marketing Operations | Scoop.it
In light of exponential growth in how marketers are utilising big data insights to better their customer intelligence and engagements, we’ve asked five CMOs, analytics technology providers and industry analysts to share their views on where the...
Mayer Becker's insight:

#marketingoperations - get ready for it! 2014 is predicted to be a year of operational reckoning, according to the CEO of Mindjet. CMO.COM published 2014 predictions from several CMO's, who talk about big data, 1:1 marketing and marketing operations. Another big issue will be consolidation in the marketing technologies space - M&A as well as companies buying more from the same vendor.

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Updated Rankings Highlight Best Marketing Automation Software

Updated Rankings Highlight Best Marketing Automation Software | All About Marketing Operations | Scoop.it
Five products identified as Leaders based on reviews from hundreds of professionals CHICAGO – December 19, 2013 – G2 Crowd, the trusted source for enterpr
Mayer Becker's insight:

Selecting, implementing and maintaining a marketing automation platform is often the key responsibility of the #marketingoperations team. Here are the updated (Dec 2013) rankings for marketing automation software applications from G2, a relatively new crowd-sourced information site, where actual users rank applications. Finally, an alternative to Gartner and Forrester. Congratulations to Hubspot - now the leader in this space, with Marketo, Eloqua, Pardot and Act-On running fast behind them.

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Marketing and Finance: A Productive Match - Coffee + Dunn

Marketing and Finance: A Productive Match - Coffee + Dunn | All About Marketing Operations | Scoop.it
Marketing and Finance: A Productive Match
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The latest blog posting from Coffee and Dunn (marketing capability consultants) discusses the important relationship between marketing and the finance organization. During my most recent position as head of global marketing operations, I had the chance to work directly and closely with an imbedded finance team. The finance lead worked side by side with the marketing leadership team to understand our goals and how we were using the budget. She came to understand us, and helped us manage use of funds within the framework of audit rules, Sarbanes-Oxley guidelines and our internal standard operating procedures. Her role and guidance was invaluable. I urge you to consider building this type of relationship between marketing and finance, even if the team is not embedded with you.

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Content at the Center of Marketing - Business 2 Community

Content at the Center of Marketing - Business 2 Community | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

Everyone is excited by the rise of #contentmarketing. But, #marketing has ALWAYS been about content (e.g., white papers, brochures, case histories, and later, websites). What's different? Marketing automation and social media have allowed us to make better use of content, distribute it more efficiently, and track its effectiveness. Eventually, it will all be #marketing again.

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Marketing Automation Tool Comparison

Marketing Automation Tool Comparison | All About Marketing Operations | Scoop.it
Marketing automation has to power to revolutionize the way marketing and sales work. However, it's not a closely watched segment by the wider marketing com
Mayer Becker's insight:

For those of you who might be struggling with the question, "which marketing automation platform is right for me?", here is a quick, high level overview of the leading platforms available. CMO's look to #marketingoperations to find, procure and operate these incredibly powerful tools.

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Marketing-IT Alignment Is Possible: Why You Need Your IT Department

Marketing-IT Alignment Is Possible: Why You Need Your IT Department | All About Marketing Operations | Scoop.it
General Management - As customers change, the channels of engagement morph, and data explodes, ultimately it's going to be the partnership between IT and Marketing that will be the lynchpin to grasping new, ...
Mayer Becker's insight:

It's VITAL: build the bridge between marketing and IT. Having an IT service manager dedicated to marketing (full or shared), paired with a marketing leader (director or above), meeting at least weekly is a good starting scenario. IT must understand marketing's key initiatives (which mirror the company's) and stay current in what technologies are emerging to support marketing's mission. (A continuing problem is that marketers often have to educate IT on what's new.) Do at least an annual satisfaction survey to poll marketers and IT leaders, and share results in an annual planning session. #marketingoperations is the bridge to/from IT.

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White Paper: DAM – It’s About the Components, Not A Single Off-The-Shelf System - Coffee + Dunn

White Paper: DAM – It’s About the Components, Not A Single Off-The-Shelf System - Coffee + Dunn | All About Marketing Operations | Scoop.it
This Coffee + Dunn paper discusses an approach for Big Marketing to tame the bear that is Digital Asset Management.
Mayer Becker's insight:

#contentmarketing has driven an increased demand for all types of digital assets, notably video.

 

If your company isn't using a DAM application, either via cloud or behind the firewall, you're way behind the curve. And, you're at legal risk if not managing digital rights. Coffee and Dunn, marketing capability experts, put it all together in this white paper, available through their website.

 

The DAM app itself is only one of the components of an effective digital asset management program within a company.  Process and personnel are also important factors.

 

Note: I am affiliated with Coffee and Dunn.

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OpenText, ExactTarget Combine Digital Marketing, Digital Asset Management Solution

OpenText, ExactTarget Combine Digital Marketing, Digital Asset Management Solution | All About Marketing Operations | Scoop.it
With marketing automation vendors, today’s competition is driven by, well, competitors combining.
Mayer Becker's insight:

Many exciting announcements coming out this week around the ExactTarget user conference. This one is of importance to #marketingoperations teams who are struggling to link approved digital assets to marketing campaigns. This seamless integration is going to make life much easier for asset managers, marketing teams and marketing ops.

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14 rules for data-driven, not data-deluded, marketing - Chief Marketing Technologist

14 rules for data-driven, not data-deluded, marketing - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
We’re now in the crossfire of a peaking hype cycle for big data and its inevitable backlash. One marketer the other night was yelling on Twitter, “Big Data People need to GET OFF MY LAWN.” I confess, I emphasize with his frustration.
Mayer Becker's insight:

As marketing data proliferates, #marketingoperations staff should partner with IT to develop (but must own) a roadmap covering data management, analytics and reporting, and extraction of insights. To help us get there, Scott Brinker (Chief Marketing Technologist blog) lays out 14 rules for data-driven marketing. A really good read!

 

Scott argues that a chief marketing technologist role should be based IN marketing, and not in IT. I agree based on my own experiences over the past 30 years.

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KPCB Internet trends 2014

The latest edition of the annual Internet Trends report includes: 1. Key Internet trends showing slowing Internet user growth but strong smartphone, tablet a...
Mayer Becker's insight:

A one-of-a-kind overview of the state of the internet from Mary Meeker. A must-read.

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The Rise of the Marketing Technologist Part 2: Who Owns The Marketing Technology Stack? | ANNUITAS

The Rise of the Marketing Technologist Part 2: Who Owns The Marketing Technology Stack? | ANNUITAS | All About Marketing Operations | Scoop.it
The discussion continues on the the rise of the Marketing Technologist and its pros and cons. Who owns the technology stack or who should?
Mayer Becker's insight:

Another perspective on this evolving conversation about ownership of the many types of marketing technology. Should it be the CIO or the CMO who owns the technology "stack?" More important is the question, are the CIO and CMO working together collaboratively?

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IT News Online > - - Teradata Positioned as a Leader in Gartner Magic Quadrant for Marketing Resource Management for Twelfth Consecutive Year

Teradata Positioned as a Leader in Gartner Magic Quadrant for Marketing Resource Management for Twelfth Consecutive Year
Mayer Becker's insight:

Gartner recently released its Magic Quadrant for Marketing Resource Management (MRM). Congratulations to Teradata (Aprimo), which is once again at the top of the Leader Quadrant for completeness of its MRM solution. #marketingoperations The Magic Quadrant provides a helpful overview of MRM vendors, their strengths and weaknesses.

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Marketing Technology Landscape Supergraphic (2014) - Chief Marketing Technologist

Marketing Technology Landscape Supergraphic (2014) - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
The short version: the above graphic is the latest incarnation of my marketing technology landscape supergraphic (click for a high-resolution 2600×1950 version, 4.7MB).
Mayer Becker's insight:

Scott Brinker (Chief MarTech blog) recently published his updated 2014 MarTech Landscape graphic. Its the most comprehensive list of what's available to us as marketers - almost 1000 vendors in multiple categories. #marketingoperations develops the roadmap and with IT, ensures marketing has the right applications available to improve customer experience, and operate in the most efficient and effctives ways possible. Brinker has given permission to freely publish his chart with attribution.

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White Paper: The Role Finance Plays in a Successful Marketing Organization - Coffee + Dunn

White Paper: The Role Finance Plays in a Successful Marketing Organization - Coffee + Dunn | All About Marketing Operations | Scoop.it
This Coffee + Dunn paper discusses the role finance plays in a successful marketing organization
Mayer Becker's insight:

You heard it here: more than marketing needs to align with IT, marketing must align with finance. Why? Proving marketing's return on investment is an on-going challenge for the CMO. A strong connection with the finance team allows the #marketingoperations group to build smooth analytics processes that collect operational and financial data, to build ROI reporting. This white paper by Coffee & Dunn covers many of the fundamentals of building a relationship between marketing and finance (disclosure - I work for Coffee & Dunn). 

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How Marketing Automation Has Evolved in 2013 | SiriusDecisions Blog

How Marketing Automation Has Evolved in 2013 | SiriusDecisions Blog | All About Marketing Operations | Scoop.it
SiriusDecisions has identified several ways the marketing automation space has evolved over recent time.
Mayer Becker's insight:

A key responsibility of #marketingoperations is planning for, acquiring and overseeing marketing automation capabilities for the department. SiriusDecisions provides a quick-read overview of changes to the marketing automation landscape in 2013.

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50 Content Marketing Predictions for 2014

Here is our annual piece - 50 Content Marketing Predictions for 2014. Produced by the Content Marketing Institute. See if the following predictions come true a
Mayer Becker's insight:

50 sage predictions from CMI and a wide cross section of marketers about content strategy and marketing. Value for both B2B and B2C, and for large and small enterprises. Its a lot of reading, but perfect as a distraction during the holidays when you just can't sing one more Christmas carol.

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Best Practices in Marketing Budgeting for Improved ROMI IDC VMWare Allocadia Software

In this best practices webinar in marketing budgeting, leading industry analyst IDC and billion-dollar tech cloud and virtualization software company, VMWare...
Mayer Becker's insight:

Outstanding discussion about how a global tech company (VMWare) automated its marketing budgeting process using Allocadia. IDC discusses its marketing budgeting taxonomy. Well worth the 55 minutes.  #IDC #marketingoperations #webinar #allocadia

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Marketing Technology: A Key Asset for Success | Marketing Governance

Marketing Technology: A Key Asset for Success | Marketing Governance | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

A key role for #marketingoperations is recommending and managing (with IT) marketing technologies. With the explosive growth in this area over the past few years - this article suggests 300+ applications in 45 categories - companies need a marketing technology roadmap to make sense of it all. The article, written by leading industry consultant Laura Patterson of VisionEdge Marketing, establishes a construct for understanding these technologies.

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How technology fragmentation, organizational effectiveness impacts digital customer experience

How technology fragmentation, organizational effectiveness impacts digital customer experience | All About Marketing Operations | Scoop.it
New research tackles an important issue deserving of more attention: the successful implementation of digital marketing technology.
Mayer Becker's insight:

This view from the perspective of digital customer is a good read. Digital asset management applications are crucial tools for #contentmarketing, and #marketingoperations teams are responsible for ensuring the department has the right tools, processes and people for it. Digital asset librarians are in demand as experts in keeping digital assets protected, and easy-to-find.

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The Four V’s of Big Marketing - Coffee + Dunn

The Four V’s of Big Marketing - Coffee + Dunn | All About Marketing Operations | Scoop.it
The Four V’s of Big Marketing
Mayer Becker's insight:

Coffee and Dunn, marketing capability experts, continue explaining their concept of BIG MARKETING in the latest blog posting on their website. Borrowing on the "V" theme from Big Data, C+D explains BIG MARKETING in terms of Volume, Velocity, Variety and Value.

 

#marketingoperations teams are on point to develop marketing strategic plans, and need to understand the fundamental changes to marketing tactics that are a result (among other things) of the availabilty of 1) more marketing technologies, 2) more granular data about buyer activities and 3) more channels for message delivery.

 

I am affiliated with Coffee and Dunn.

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From Marketing to Big Marketing - Coffee + Dunn

From Marketing to Big Marketing - Coffee + Dunn | All About Marketing Operations | Scoop.it
Big Marketing is here. Marketing leaders today are facing an incredibly complex set of challenges, new trends and tools, and how to leverage Big Data.
Mayer Becker's insight:

Coffee and Dunn, a team of marketing capability experts, introduces the concept of BIG MARKETING in their latest blog post. Included is a mapping of the eight facets of marketing that must be aligned to achieve the most efficient marketing operation.

 

BIG MARKETING has come about because of 1) the explosion of marketing technologies, 2) the concurrent explosion in the availability of information (data) about what prospects and customers do throughout the buying cycle and beyond (e.g. post-sale and service), and 3) the need for relevant content at all stages of the leads-to-cash cycle. Re-organizing a marketing organization (e.g., process, job descriptions, project management) to respond to these three trends is an imperative, but many companies are still just business-as-usual.

 

#marketingoperations is the team that should lead the re-organization, with the enthusiastic support of the CMO and the marketing leadership team. IT is an important partner, but more importantly, a marketing technologist and a data czar are two critical resources to the effort, whether as full-time employees or as short-term consultants.

 

(Disclaimer, I am affiliated with this firm.)

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