All About Marketing Operations
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All About Marketing Operations
Current articles and posts about marketing operations, marketing technology and content strategy execution.
Curated by Mayer Becker
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Do You Have a Marketing Automation Readiness Checklist? - Business 2 Community

Do You Have a Marketing Automation Readiness Checklist? - Business 2 Community | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

As companies rush to deploy marketing automation applications (and there are many!), #marketingoperations should create a checklist specific to your company, covering the many questions likely to come up before, during and after deployment. This article offers a simple starting point for building a checklist, but to ensure you are working from a best practices list, engage an industy expert/marketing automation consulting firm to help you build the implementation roadmap.

 

If you're looking for one, consider Coffee & Dunn (www.coffee-dunn.com). (Disclaimer, I am affiliated with this firm.) @CoffeeDunn

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The Eight Powers Of A Superhero CMO

Mayer Becker's insight:

Forbes Magazine published another in their series about the position of CMO. For #marketingoperations, its about providing the best support to the CMO - as chief of staff (in some organizations), strategic planning, budget management, technology management and day-to-day operations. A well-run marketing operations function allows the CMO to focus on higher-value activities, and on being a vital part of the executive staff.

 

Sadly, many marketing ops leader roles have been relegated to only managing the leads-to-cash process, without the higher-order responsibilties. This robs the CMO of the support he/she needs to operate effectively in a fast-paced market.

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Marketing Operations: Pit Crew or Service Station?

Marketing Operations: Pit Crew or Service Station? | All About Marketing Operations | Scoop.it
General Management - A good way to think about your marketing operations function is that it could operate either as a pit crew or as a service station. Both maintain and support a ...
Mayer Becker's insight:

An excellent article by Laura Patterson of VisionEdge Marketing - an acknowledged expert in marketing analytics, ROI measurement and #marketingoperations. Why have a marketingoperations team? How should they operate. Read and find out Laura's most recent thinking on this subject.

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Budgeting for 2014: Technology, content and social to be top spending areas | B2B Management Budgeting

Budgeting for 2014: Technology, content and social to be top spending areas | B2B Management Budgeting | All About Marketing Operations | Scoop.it
BtoB Magazine features the latest digital marketing news, tips, strategies and resources for b2b digital marketers.
Mayer Becker's insight:

Its budgeting time again - for 2014 - for marketers. Here's a good article about what B2B marketers are focused on, from a budget perspective, for next year - marketing technology, content marketing and social media. Further proof that marketing is now a major user of software applications and systems - marketing is putting the costs in its budgets, versus IT. #marketingoperations manages the marketing budget and should be planning for new technologies to support strategic marketing initiatives.

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How marketing operations management supports strategic alignment

How marketing operations management supports strategic alignment | All About Marketing Operations | Scoop.it
Every once in a while I stop for a moment and consider how radically different marketing is today compared with just 3 years ago.
Mayer Becker's insight:

All of us in #marketingoperations know the importance of aligning teams within marketing, and marketing with other departments, but hear it now from SAS customer analytics blog editor John Balla.

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How Can CMOs And CIOs Develop A 'Power Partnership'?

How Can CMOs And CIOs Develop A 'Power Partnership'? | All About Marketing Operations | Scoop.it
As the second article (click here for the first article) in a series investigating how firms can create a stronger CMO-CIO partnership, I interviewed two CMO-CIO pairs to get different perspectives on the topic.
Mayer Becker's insight:

A key responsibility of #marketingoperations is to facilitate the building of a relationship between the CMO and CIO. As managers of marketing technology, marketing ops translates marketing strategy into requirements for marketing technology, consults with IT and vendors, and ensures marketing team members have the tools they need. Forbes published a series devoted to bringing the CMO and CIO toegther, one of many articles on this subject. In the end, you just have to do it!

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Analysis Shows Jump In Marketing Analytics Jobs

Analysis Shows Jump In Marketing Analytics Jobs | All About Marketing Operations | Scoop.it
This exclusive analysis of Big Data related hiring trends shows that more and more companies are specifically seeking to hire marketers with data and analytics skills and experience.
Mayer Becker's insight:

The rise of "big data" is causing an increase in the need for data-savy employees, both analysts and database specialists. This is good news for the economy, and for marketing. Link to an article and video featuring Pat LaPointe of MarketShare discussing job growth in data analytics.

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CMOs left herding agency cats

CMOs left herding agency cats | All About Marketing Operations | Scoop.it
An interesting new study popped into my inbox today which argues that one of the problems with marketing in 2013 is that there are too many agencies involved, all operating without effective co-ordination from the marketers who're paying them.
Mayer Becker's insight:

Following on the heels of the Omnicom-Publicis merger, here's a European view of agency management - its like herding cats!  Marketing Ops should play a key role in vendor management, often in conjunction with the procurement team. This includes scorecards and periodic billing analysis, but more importantly, an understanding of when to outsource and when to keep a process in house.

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Grid℠ Reveals Best Marketing Automation Software

Grid℠ Reveals Best Marketing Automation Software | All About Marketing Operations | Scoop.it
New rankings show HubSpot and Marketo earn highest customer satisfaction scores based on reviews from hundreds of professionalsCHICAGO – July 24, 2013 – Ba
Mayer Becker's insight:

Grid (sm) brings us a crowd-sourced snapshot of the state of marketing automation. Instead of Gartner or Forrester analysts giving us their opinions, Grid asks users of marketing automation to rate their products. More authentic, more hands-on experience versus the traditional analysts. 

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The ROI of Marketing Automation | Visual.ly

The ROI of Marketing Automation | Visual.ly | All About Marketing Operations | Scoop.it
If you are looking into automation, what you really want is real statistics and information about how automation is transforming the companies that us
Mayer Becker's insight:

CMO's who propose adopting marketing automation (and at this point, we are talking laggard companies) need hard evidence to include in a business case. Salesforce/Pardot has published this infographic to explain the hard facts of results with/without marketing automation.

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How Do You Measure Content Marketing? | Visual.ly

How Do You Measure Content Marketing? | Visual.ly | All About Marketing Operations | Scoop.it
This infographic provides a deeper look into how to measure content marketing success.
Mayer Becker's insight:

One of the key responsibilities of #marketingoperations is to measure and report the value of marketing investment (MROI). With the increasing use of content as a marketing tactic (and the investment associated with it), measurement is now required. Here's an infographic giving a good high-level explanation of how to measure content marketing at different stages of the funnel.

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Content marketing strategy: an A-Z guide to success

Content marketing strategy: an A-Z guide to success | All About Marketing Operations | Scoop.it
Content marketing is currently battling ‘big data’ and ‘responsive design’ for the hottest digital marketing phrase of the year.
Mayer Becker's insight:

Econsultancy is a well-followed UK site, which I personally use as one of my main sources of information about digital marketing. Here's a simple yet comprehensive (A-Z) overview of content marketing that would be helpful for those just organizing for it (a bit late, eh?).

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Accenture Completes Acquisition of Acquity Group, Strengthening its Digital Marketing and eCommerce Capabilities - WSJ.com

Accenture Completes Acquisition of Acquity Group, Strengthening its Digital Marketing and eCommerce Capabilities - WSJ.com | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

(Article may require a subscription to WSJ) A new force in marketing operations, e-commerce and digital marketing - Accenture. Chicago-based Acquity joins Accenture Interactive. Will be an interesting few months ahead as rival shops like Razorfish and Digitas face a new competitor.

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Brand2Global London 2013

Brand2Global London 2013 | All About Marketing Operations | Scoop.it
16-18 September 2013 Doubletree by Hilton - Tower of London Hotel. Pre-conference workshop day on the 16th, followed by the two day main conference. ...
Mayer Becker's insight:

Brand2Global conference in London next week - notable speaker, Dr. Robert Shaw, globally respected expert in marketing measurement. Shaw will lead a pre-conference day-long workshop on marketing metrics. Had thed chance to interview Dr. Shaw when he visited Chicago in 2009 (http://www.youtube.com/watch?v=Kwta8jfTHCs).

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Data is the most underutilized asset in marketing - Chief Marketing Technologist

Data is the most underutilized asset in marketing - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
According to a new study on data-driven marketing by Teradata Applications (the artists formerly known as Aprimo), 45% of marketers believe that data is the most underutilized asset in the marketing organization.
Mayer Becker's insight:

Marketing Technologist and blogger Scott Brinker brings us this discussion about data, calling it the most underutilized asset in marketing. Of significance for #marketingoperations is this: The Terradata study said 42% of marketers actually identify lack of process as a primary obstacle to using data in decision-making. This needs to be addressed immediately by marketing ops leaders in every company that has this challenge.

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DAM – The Human Element - Coffee + Dunn

DAM – The Human Element - Coffee + Dunn | All About Marketing Operations | Scoop.it
DAM – The Human Element
Mayer Becker's insight:

DAM! Yes, digital asset management is the topic of Coffee & Dunn's latest blog post. A DAM is good to have, but can only do so much without the help of us humans - understanding how to classify assets is a skill, and the role of digital asset librarian is becoming more important in large organizations. The Henry Stewart Organization run some very informative conferences on DAM, so check them out at http://www.henrystewartconferences.com/.

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When a marketing technologist is also the CMO - Chief Marketing Technologist

When a marketing technologist is also the CMO - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
There are generally two audiences for my blog: (1) CMOs and marketing executives, who want to understand how technology fits into the bigger marketing picture; and (2) marketing technologists, who know the technology and appreciate a site dedicated...
Mayer Becker's insight:

Here's an interview of David Newberry, CMO of Pitney Bowes Software, by Chief MarTech blogger Scott Brinker.  There's been exponential growth in the number of marketing applications - pushing marketing organizations to become more tech savvy. In this case, David Newberry is a technologist, who happens to be a CMO. Good reading for marketing operations professionals, as he compliments his MO lead's role in managing technology.

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Unexpected Findings from the Q3 2013 Gleanster Marketing Automation Benchmark | CustomerThink

Unexpected Findings from the Q3 2013 Gleanster Marketing Automation Benchmark | CustomerThink | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

Here's a fresh study of the marketing automation market, by far one of the hottest segments of the tech market overall. Ian Michiels, whom I've had the pleasure of working with in the past, provides a video commentary on the Q3 report from his firm, Gleanster.

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Mayer Becker's comment, August 10, 2013 9:29 AM
One note of warning, the Gleansight report is NOT free, it requires either a subscription, or your agreement to be contacted by a sales rep.
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How Marketing BPO Will Help the CMOs of Tomorrow - Outsource magazine: thought-leadership and outsourcing strategy

How Marketing BPO Will Help the CMOs of Tomorrow - Outsource magazine: thought-leadership and outsourcing strategy | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

This is an article originally published in 2011, but still relevant. Marketing operations outsourcing is still under consideration by companies trying to keep up with the velocity of change in marketing technologies, (big) data and analytics. Companies like Lionbridge now offer marketing operations outsourcing for digital marketing, including multi-language translations.

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Storytelling: Key Options for Story Plot and Main Characters - a Visual Guide

Storytelling: Key Options for Story Plot and Main Characters - a Visual Guide | All About Marketing Operations | Scoop.it
From structure and plot to heroes and characters, your story must have everything in place if it's to connect with the reader. Follow our guide to storytelling success.

Via Robin Good
Mayer Becker's insight:

Marketing Ops is called on to develop strategic and tactical plans on behalf of the marketing department. Being able to tell a story is vitally important to this process. Here is a good infographic about building the "story."

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Almudena Cano's curator insight, July 23, 2013 4:06 AM

Útil y visual guía para desarrollar una perfecta historia para nuestra marca. Creada por la Content Marketing Association.

Verónica Sánchez's curator insight, August 2, 2013 8:05 PM

Tenemos muchas historias que contar y lograr que quien las escuche realmente se conecte, no sólo depende del contenido de la historia, sino de la forma cómo la cuentas, aquí algunos pasos del storytelling

Marco Gabrielli's curator insight, August 13, 2013 8:30 AM

Il poster evidenzia gli argomenti chiave, necessari per sviluppare differenti forme di storytelling. I tre elementi principali sono:


1) la definizione di sette popolari tipi di trame (la vittoria sul mostro, diventare ricchissimi, la traversata del deserto, nuova consapevolezza, commedia, tragedia, rinascita) ;

2) l'identificazione di sette tipi di eroi presenti nelle diverse trame (Dracula, Cenerentola, Ulisse, Alice, Aristofane, Macbeth, A Christmas Carol);

3) l'elenco dei principali tipi di intreccio che possono essere utilizzati in una storia efficace (chiamata, sfida, conflitto, crescita, risoluzione).

 

I principali riferimenti da cui trarre spunto sono i romanzi classici, le opere teatrali e i film. In questa maniera, è possibile ottenere una migliore aderenza tra la realtà che si vuole descrivere o promuovere e la trama della storia.

 

(Grazie a Robin Good da cui ho attinto l'infografica e il commento).

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The Publicis-Omnicom Merger Is About Marketing's Technology Evolution | Forrester Blogs

The Publicis-Omnicom Merger Is About Marketing's Technology Evolution | Forrester Blogs | All About Marketing Operations | Scoop.it
Mayer Becker's insight:

Marketing technology is a hot topic right now, and was the impetus for the merger of Omnicom and Publicis, creating the world's largest agency holding company, displacing WPP Group. This is Forrester's take - the merger was driven in a large part by the emerging importance of marketing automation in the "promotion" aspect of the 4 P's. Stay tuned for competitive responses from other holding companies, and independent agencies.

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28 Marketing Automation Stats that Matter | Fathom

28 Marketing Automation Stats that Matter | Fathom | All About Marketing Operations | Scoop.it
Learn more marketing automation facts and statistics that can help you develop a business case for marketing automation.
Mayer Becker's insight:

For those few companies left who have not yet adopted marketing automation, here are many useful facts that are valuable in building a business case. Nice compliation from many different sources.

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The intersection of marketing and technology: Q&A with Razorfish CTO Ray Velez

The intersection of marketing and technology: Q&A with Razorfish CTO Ray Velez | All About Marketing Operations | Scoop.it
With all of the technology cropping up for communicating with consumers, learning from their conversations, and capturing their data, it’s easy to get caught up in tools and forget the big picture:...
Mayer Becker's insight:

Razorfish CTO Ray Velez interview about consumer experience, and how technology and data analytics support it, both online and offline. Velez recently wrote "Converge" - a est selling book on the same subject. Worth buying and reading.

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Travers Rinkin's curator insight, March 11, 2014 10:35 PM
Travers Rinkin's insight:

Interesting how businesses need to adapt more vigorously then we have had to with technology. They have always needed to be one step ahead of us in the area of technology. Technology is important cause it is the way that the future consumer will need to be communicated with  @Marcoms2014

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In defense of marketing technology point solutions - Chief Marketing Technologist

In defense of marketing technology point solutions - Chief Marketing Technologist | All About Marketing Operations | Scoop.it
There is a myth that implementing a marketing technology point solution is a bad idea. Like giving your significant other a bathroom scale as a birthday present is a bad idea. First aid kit sold separately.
Mayer Becker's insight:

First there was Enterprise Marketing Management (EMM)....the "holistic" solution to marketing's automation needs. Aprimo, Unica and a few others built megasystems, which fueled the first generation of solutions, now the "legacy" apps. Today, with cloud computing and SaaS, which has produced a low cost of entry, there has been an explosion of point solutions for marketing. Scott Brinker, the sage of marketing technologies, brings a defense of point solutions. Personally, we need a universal marketing API, but that is for another day.

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Ignore Marketing Automation at your Peril, Ovum Warn | Connectivity | OneStopClick

Ignore Marketing Automation at your Peril, Ovum Warn | Connectivity | OneStopClick | All About Marketing Operations | Scoop.it
New research from Ovum’s Digital Marketing and Connected Customer practice warns that businesses who ignore the growing trend towards marketing automation will lose out.
Mayer Becker's insight:

Ovum is a highly respected industry research organization, with a uniquely European perspective (versus US-based Gartner or Forrester). While the warning sounds dire, it should be a wakeup call to the industry laggards who are slow to adopt marketing automation to support customer marketing. But then, that's why they are laggards, and the best-of-breed companies are already operating efficienctly with new tools and techniques for managing customer dialog.

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