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Marketing Operations Management
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  1. Marketing OperationsManagement The Science of Marketing

  2. 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

  3. 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

  4. 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

  5. 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

  6. Marketing Operations Management Planning Objectives Strategy Plans & Budgets Execution Analysis Assetlink MOM Marketing Workflow Orders & Bids Expense Tracking Track Results Reports Dashboards Triggers Content Search & Retrieve Customize Publish & Distribute

  7. 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

  8. Planning Objectives Strategy Plans & Budgets Marketing Operations Management Execution Analysis Assetlink MOM Marketing Workflow Orders & Bids Expense Tracking Track Results Reports Dashboards Triggers Content Search & Retrieve Customize Publish & Distribute

  9. Marketing Strategy Marketing Plan Expense Tracking (Budget Manager) Integrated Campaign Marketing Activities Workflow Automation (Workflow Manager) Strategy & Planning Marketing Scorecard

  10. Strategy & Planning • Translate business objectives (e.g. Revenue) to relevant marketing objectives (e.g. Inquiries, Considerations, Customer Acquisition, etc.) in terms of Key Performance Indicators (KPI). • Communicate Marketing Scorecards consisting of applicable KPIs to each business/market unit. • Build a high-level Marketing Strategy consisting of (Market Analysis, SWOT Analysis, Competitive Analysis, Marketing Mix and Communications Plan, etc.) using pre-defined Marketing Strategy templates. • 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. 1 2 3 4 5

  11. 1. Translate Business Objectives to Mkt. KPI

  12. 2. Communicate Marketing Scorecard

  13. 3. Build High-level Marketing Strategy

  14. 4. Define Tactical / Operational Plan

  15. 4. Define Tactical / Operational Plan (contd.)

  16. 5. Manage Marketing Activity

  17. 5. Manage Marketing Activity

  18. 5. Expense Tracking

  19. 5. Expense Tracking - Commitments

  20. 5. Expense Tracking - Invoices

  21. Execution Marketing Workflow Orders & Bids Expense Tracking Marketing Operations Management Planning Objectives Strategy Plans & Budgets Analysis Assetlink MOM Track Results Reports Dashboards Triggers Content Search & Retrieve Customize Publish & Distribute

  22. Marketing workflow management Request Project Initiation & Coordination Deliverables& Tasks Deliverables& Tasks Deliverables& Tasks Deliverables& Tasks

  23. Workflow Manager – Project & Timelines

  24. Approvals Manager – Review and Approve

  25. Manage Vendors and Warehouses • General information • Agreements (attachment/text field) • Discount schema • Total revenue • Vendor analysis

  26. Manage Orders

  27. Manage Inventory

  28. Order Collateral • Order Form

  29. Content Search & Retrieve Customize Publish & Distribute Marketing Operations Management Planning Objectives Strategy Plans & Budgets Execution Analysis Assetlink MOM Marketing Workflow Orders & Bids Expense Tracking Track Results Reports Dashboards Triggers

  30. 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

  31. Advert Creation – Select Template

  32. Advert Creation – Customize Text & Graphics

  33. Communicate Brand & Marketing Info • Author & publish interactive guidelines • Product sites • Marketing Intelligence without help of interactive/creative agencies!

  34. Analysis Track Results Reports Dashboards Triggers Marketing Operations Management Planning Objectives Strategy Plans & Budgets Execution Assetlink MOM Marketing Workflow Orders & Bids Expense Tracking Content Search & Retrieve Customize Publish & Distribute

  35. MOM Foundation - Marketing Dashboard

  36. MOM Foundation - Admin Tools & Utilities • User admin • Authentication & Access policy • Audits & Reports • Definition & Configuration of search criteria/business info • Admin reports & system controlling

  37. Marketing Analytics & Reports

  38. Back-up Slides

  39. Secure System Configuration Internet • Options • Location • In-house • ASP – Co-located at Service Provider • Application Management • In-house • Outsourced to Assetlink

  40. Marketing Objectives Marketing Strategy Segment Mgrs Product Mgrs Marketing Mgrs Business Objectives Strategic Marketing Planning Cost Center-wise Budget Allocations Campaign List Integrated Comm Plan Marketing Calendar Budgets Marketing Managers Marketing Services Mgrs Operational Planning Campaign Models Projects Deliverables Tasks Project Mgrs Vendors / Creative Agencies Contributors / Reviewers Marketing Program Execution Workflow Marketing Brief INSIGHTS Digital Assets Brand Sites Brand Mgrs Librarian Creative Agencies Marketing Deliverables Brand & Marketing Asset Mgmt Spends, Commits, Vendor& Inventory Info RFP, Forecasts, Estimates, Invoices Marketing Controller Budget Tracking & Procurement Legend Campaign/Activity Results (CRM Upload) Marketing Reports + Dashboard Office of CMO Marketing Analysis Inputs Process Steps Outputs Marketing Operations Management

  41. Strategy Scorecard Marketing Plan Budget Expected Results PIR Actual Results Products Segments Marketing Objectives Program / Campaign Channel Volume Biz Impact Activity Effectiveness Activity Budget ROI Forecasts Purchase Order # Estimate Invoice Cost Category Invoice Item Project Deliverable Digital Asset Task Efficiency MOM Information Model