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Marketing Functions Best Practices
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Whether your marketing efforts are centralized or decentralized, rolling out your new marketing automation tool globally can be very challenging. Different cultures, different languages, different data, different segmentation, different methodologies, different processes and the adoption of global change management, all make a unified global marketing automation rollout a long, multi-phase process.
About half of our enterprise clients have adopted a centralized marketing function and the other half utilize a decentralized model. No matter how your company operates, the charter of a Global Marketing Operations Center is basically the same.
Global Marketing Operations Charter
1. Adopt and support a single marketing automation platform throughout the enterprise
2. Manage training and expand core competencies using the tool
3. Own the standardization and dissemination of global campaign and ROI Reporting
4. Manage the creation and adoption of global marketing data standardization
5. Liaison with CRM Owner(s) in adhering to a globalized "Single View of the Truth"
Global Marketing Operations Focus
Marketing Automation Training, Adoption and Internal Thought Leadership
Roles and Goals
Field Marketing and Sales Enablement
Standardized Naming Conventions
Standardized Data Acquisition
Global Data Dictionary
Integrations to/from other Systems
Cloud Connectors and other 3rd Party Add-ons
Product Enhancements and Upgrades
Global Marketing Personnel
We're often asked what attributes and skillsets are best suited for filling resource gaps within the new Marketing Ecosystem:
Marketing Operations Personnel Attributes:
Systems focused - A clear understanding of each system, the role of each and a clear conceptual understanding of the interdependencies, all within the entire lead lifecycle
Process oriented - A strong desire to create and manage process playbooks.
Customer driven: Strong enough to align process and systems to customer benefits, not company benefits, despite internal pressure to do otherwise
Project Manager - Left-brain oriented, loves the details, captures and follows up on all action items, plans for everything, even failure.
Marketing Automation Personnel Attributes:
Pipline Focused - A shift in thinking that Marketing is no longer just about marketing, but is now focused on sales and marketing alignment. No more silos.
Data driven - Like it or not the Left Brain is the new Right Brain.
Forward thinker - With Marketing Automation comes complexity and an extention of line of sight outcomes. A campaign is no longer one email but an entire series of multi-touch nurturing, often extending the full length of the sales cycle.
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