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Marketing Operations Management The Science of Marketing Marketing Operations Management – The Science of Marketing Assetlink Confidential Assetlink Background Mission: Enable Global 2000 companies to Achieve Marketing Efficiencies Improve Marketing Effectiveness and ROI Communicate Business Impact of Marketing Marketing Operations Management (MOM) is an enterprise software solution for managing: Marketing Strategy & Planning, Budgeting & Procurement Project Management related to Product Launch & Packaging, Advertising & Direct Mail Campaigns, Sponsorships & Events Digital Asset Management – Brands, Collateral, Market Intelligence Marketing Analytics – Efficiency and Effectiveness Tracking Assetlink MOM is deployed at 30+ Global 2000 enterprises Assetlink has operations and customers in Europe, North America and Asia Pacific (including Australia) Assetlink is 7 years old, privately held and profitable Marketing Operations Management – The Science of Marketing Assetlink Confidential 1 Full Service Offering Business Consulting Services Marketing Performance Measurement Framework Marketing Process Reengineering Implementation Services Project Management for AL MOM solution deployment Training Software Customization and Enterprise System Integration IT / Hosting Services Software Installation & Performance Tuning On-line Hosting Application Administration Marketing Operations Services Global Artwork Management Brand Guidelines Site Management Marketing Operations Management – The Science of Marketing Assetlink Confidential 2 Marketing Challenges & Solutions How EFFICIENT is my marketing execution? Who cares: Directors of Marketing Services functions Solutions: Digital Asset Management (DAM) + Workflow Management + Procurement How EFFECTIVE is my marketing? Who cares: VP of Marketing / Chief Marketing Officer Solutions: Strategy + Planning + Budget Mgmt + Procurement + Workflow + DAM What is the BUSINESS IMPACT of marketing? Who cares: Everyone! (CEO, CFO, COO, CMO, CIO, VP of Sales, VP of Customer Support, …) Solutions: MRM + Marketing Functions-specific Solutions + Brand Mgmt + Marketing Analytics + Integration with ERP, CRM & SCM Marketing Operations Management – The Science of Marketing Assetlink Confidential 4 Opportunity for Improvements Faster Time to Market Approvals cycle reduced from 14 weeks to 2 weeks -Bristol-Myers Squibb Reduction of Packaging Process cycle time From 16 weeks to 4 weeks - Novartis/Syngenta Agency fee reductions $1.3M agency fee reductions at Winterthur 25% Productivity gain at Clorox Reuse of existing assets $200K per brand per year – Nestlé Global Ad consolidation reduces Ad costs by 10% $1.8M at Winterthur Reduction of Brand Identity distribution costs and strengthening of Brand Value $200K per year per brand - Novartis/Syngenta, Mibelle Marketing Operations Management – The Science of Marketing Assetlink Confidential 5 Marketing Operations Management Objectives Strategy Plans & Budgets Track Results Reports Dashboards Triggers Assetlink MOM Marketing Workflow Orders & Bids Expense Tracking Search & Retrieve Customize Publish & Distribute Marketing Operations Management – The Science of Marketing Assetlink Confidential 6 Why Hire Assetlink? Assetlink solution is fine-tuned for Global 5000 Marketing It is simpler, more intuitive and easy to use You are not burdened with the complexity required for creative agencies, printers or web content management Assetlink sets up experienced project team that has implemented together already many solutions similar to your Company (RBC, CSFS, TXU, National Australia Bank, Nestlé, Godiva, Syngenta) Assetlink has unique, pragmatic implementation methodology specified for marketing organizations (unifies Marketing, Agency, Print Production and Software Engineering) Assetlink has pioneered MRM market since 1997 and has implemented many MOM solutions across industries Assetlink solution goes beyond classic MRM functionality to include Marketing Strategy, Procurement and Marketing Analytics Marketing Operations Management – The Science of Marketing Assetlink Confidential 7 Marketing Operations Management Objectives Strategy Plans & Budgets Track Results Reports Dashboards Triggers Assetlink MOM Marketing Workflow Orders & Bids Expense Tracking Search & Retrieve Customize Publish & Distribute Marketing Operations Management – The Science of Marketing Assetlink Confidential 9 Strategy & Planning Marketing Scorecard Marketing Strategy Marketing Plan Expense Tracking (Budget Manager) Integrated Campaign Marketing Activities Workflow Automation (Workflow Manager) Marketing Operations Management – The Science of Marketing Assetlink Confidential 10 Strategy & Planning 1. Translate business objectives (e.g. Revenue) to relevant marketing objectives (e.g. Inquiries, Considerations, Customer Acquisition, etc.) in terms of Key Performance Indicators (KPI). 2. Communicate Marketing Scorecards consisting of applicable KPIs to each business/market unit. 3. Build a high-level Marketing Strategy consisting of (Market Analysis, SWOT Analysis, Competitive Analysis, Marketing Mix and Communications Plan, etc.) using predefined Marketing Strategy templates. 4. 5. Define tactical Marketing Programs and Integrated Campaigns including schedules, sources of funds, top-down budgets, associated marketing objectives and expected results. For each Marketing Program or Integrated Campaign define communications channel specific marketing activity and associated schedules and budgets. Marketing Operations Management – The Science of Marketing 1 2 3 4 5 Assetlink Confidential 11 1. Translate Business Objectives to Mkt. KPI Marketing Operations Management – The Science of Marketing Assetlink Confidential 12 2. Communicate Marketing Scorecard Marketing Operations Management – The Science of Marketing Assetlink Confidential 13 3. Build High-level Marketing Strategy Marketing Operations Management – The Science of Marketing Assetlink Confidential 14 4. Define Tactical / Operational Plan Marketing Operations Management – The Science of Marketing Assetlink Confidential 15 4. Define Tactical / Operational Plan (contd.) Marketing Operations Management – The Science of Marketing Assetlink Confidential 16 5. Manage Marketing Activity Marketing Operations Management – The Science of Marketing Assetlink Confidential 17 5. Manage Marketing Activity Marketing Operations Management – The Science of Marketing Assetlink Confidential 18 5. Expense Tracking Marketing Operations Management – The Science of Marketing Assetlink Confidential 19 5. Expense Tracking - Commitments Marketing Operations Management – The Science of Marketing Assetlink Confidential 20 5. Expense Tracking - Invoices Marketing Operations Management – The Science of Marketing Assetlink Confidential 21 Marketing Operations Management Objectives Strategy Plans & Budgets Track Results Reports Dashboards Triggers Assetlink MOM Marketing Workflow Orders & Bids Expense Tracking Search & Retrieve Customize Publish & Distribute Marketing Operations Management – The Science of Marketing Assetlink Confidential 22 Marketing workflow management Request Project Initiation & Coordination Deliverables Deliverables & Tasks Deliverables & Tasks Deliverables & Tasks & Tasks Marketing Operations Management – The Science of Marketing Assetlink Confidential 23 Workflow Manager – Project & Timelines Marketing Operations Management – The Science of Marketing Assetlink Confidential 25 Approvals Manager – Review and Approve Marketing Operations Management – The Science of Marketing Assetlink Confidential 27 Manage Vendors and Warehouses General information Agreements (attachment/text field) Discount schema Total revenue Vendor analysis Marketing Operations Management – The Science of Marketing Assetlink Confidential 28 Manage Orders Marketing Operations Management – The Science of Marketing Assetlink Confidential 30 Manage Inventory Marketing Operations Management – The Science of Marketing Assetlink Confidential 31 Order Collateral Order Form Marketing Operations Management – The Science of Marketing Assetlink Confidential 34 Marketing Operations Management Objectives Strategy Plans & Budgets Track Results Reports Dashboards Triggers Assetlink MOM Marketing Workflow Orders & Bids Expense Tracking Search & Retrieve Customize Publish & Distribute Marketing Operations Management – The Science of Marketing Assetlink Confidential 38 Digital Asset Management Ease of Search & Navigation Low-res Previews Ease of Download Ease of Ingesting assets Bulk uploading Use of metadata templates Single Item Uploading Hot folder uploading Administrative usability Additional Tools E-mail Links Rendering on demand Annotations Marketing Operations Management – The Science of Marketing Assetlink Confidential 39 Advert Creation – Select Template Marketing Operations Management – The Science of Marketing Assetlink Confidential 42 Advert Creation – Customize Text & Graphics Marketing Operations Management – The Science of Marketing Assetlink Confidential 43 Communicate Brand & Marketing Info Author & publish interactive guidelines Product sites Marketing Intelligence without help of interactive/ creative agencies! Marketing Operations Management – The Science of Marketing Assetlink Confidential 44 Marketing Operations Management Objectives Strategy Plans & Budgets Track Results Reports Dashboards Triggers Assetlink MOM Marketing Workflow Orders & Bids Expense Tracking Search & Retrieve Customize Publish & Distribute Marketing Operations Management – The Science of Marketing Assetlink Confidential 45 MOM Foundation - Marketing Dashboard Marketing Operations Management – The Science of Marketing Assetlink Confidential 46 MOM Foundation - Admin Tools & Utilities User admin Authentication & Access policy Audits & Reports Definition & Configuration of search criteria/business info Admin reports & system controlling Marketing Operations Management – The Science of Marketing Assetlink Confidential 47 Marketing Analytics & Reports Marketing Operations Management – The Science of Marketing Assetlink Confidential 48 Back-up Slides Marketing Operations Management – The Science of Marketing Assetlink Confidential 49 Secure System Configuration Internet Options • Location • In-house • ASP – Co-located at Service Provider • Application Management • In-house • Outsourced to Assetlink Marketing Operations Management – The Science of Marketing Assetlink Confidential 50 Marketing Operations Management Business Objectives Cost Center-wise Budget Allocations Strategic Marketing Planning Operational Planning Marketing Objectives Marketing Strategy Segment Mgrs Product Mgrs Marketing Mgrs Campaign List Integrated Comm Plan Marketing Calendar Budgets Marketing Managers Marketing Services Mgrs INSIGHTS Campaign Models Projects Deliverables Tasks Project Mgrs Vendors / Creative Agencies Contributors / Reviewers Marketing Brief Marketing Program Execution Workflow Marketing Deliverables Brand & Marketing Asset Mgmt Spends, Commits, Vendor& Inventory Info Marketing Controller RFP, Forecasts, Estimates, Invoices Budget Tracking & Procurement Marketing Analysis Marketing Reports + Dashboard Office of CMO Campaign/Activity Results (CRM Upload) Digital Assets Brand Sites Brand Mgrs Librarian Creative Agencies Legend Inputs Process Steps Outputs Marketing Operations Management – The Science of Marketing Assetlink Confidential 51 MOM Information Model Marketing Plan Scorecard Program / Campaign Biz Impact Strategy Products Activity Segments Marketing Objectives Channel Volume Budget Expected Results Actual Results PIR Effectiveness Activity Budget Forecasts Estimate ROI Purchase Order # Invoice Invoice Item Cost Category Project Deliverable Digital Asset Task Efficiency Marketing Operations Management – The Science of Marketing Assetlink Confidential 52