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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
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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
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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
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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
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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
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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
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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
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Strategy & Planning
Marketing Scorecard
Marketing Strategy
Marketing Plan
Expense
Tracking
(Budget Manager)
Integrated
Campaign
Marketing Activities
Workflow
Automation
(Workflow Manager)
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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.
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1. Translate Business Objectives to Mkt. KPI
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2. Communicate Marketing Scorecard
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3. Build High-level Marketing Strategy
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4. Define Tactical / Operational Plan
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4. Define Tactical / Operational Plan (contd.)
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5. Manage Marketing Activity
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5. Manage Marketing Activity
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5. Expense Tracking
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5. Expense Tracking - Commitments
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5. Expense Tracking - Invoices
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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
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Marketing workflow management
Request
Project
Initiation &
Coordination
Deliverables
Deliverables
& Tasks
Deliverables
& Tasks
Deliverables
& Tasks
& Tasks
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Workflow Manager – Project & Timelines
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Approvals Manager – Review and Approve
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Manage Vendors and Warehouses
General information
Agreements (attachment/text field)
Discount schema
Total revenue
Vendor analysis
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Manage Orders
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Manage Inventory
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Order Collateral
Order Form
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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
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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
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Advert Creation – Select Template
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Advert Creation – Customize Text & Graphics
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Communicate Brand & Marketing Info
Author & publish
interactive
guidelines
Product sites
Marketing
Intelligence
without help of
interactive/
creative agencies!
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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
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MOM Foundation - Marketing Dashboard
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MOM Foundation - Admin Tools & Utilities
User admin
Authentication & Access policy
Audits & Reports
Definition & Configuration of
search criteria/business info
Admin reports & system
controlling
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Marketing Analytics & Reports
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Back-up Slides
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Secure System Configuration
Internet
Options
• Location
• In-house
• ASP – Co-located at Service Provider
• Application Management
• In-house
• Outsourced to Assetlink
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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
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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
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