Marketing Operations Community & Professional Development

Marketing Operations Speakers
My Marketing Operations class for UCSC Extension is going to be offered online this Winter! That means those of you interested in your Marketing Operations professional development will be able to get easy,self-paced access to my course whether you are in Silicon Valley, UK, China or India! The university has assigned a team of instructional designers to work with me to build the course for online.  Too cool!

You may have noticed, we've been collecting data for our Marketing Operations Best Practices Benchmarking Study. We've had a great response; about 150 companies … Read more →

From Campaign Treadmill to Superior Customer Experience

customer centricity
How well our organizations mobilize cross-functional efforts around the needs of its customers usually spells the difference between business success and failure. Today my associate Lynn Hunsaker does a great job of explaining the growing importance of focusing on customer-specific metrics, such as Customer Lifetime Value, and building momentum through Customer Experience Management (CEM) methodology. To those of us who have embraced the discipline of Marketing Operations (MO), I'm confident you'll see the parallels and interdependencies between MO and CEM — Gary

Ability to grow a business is what distinguishes truly great marketers, according to an article by consulting firm Booz Allen Hamilton: “In an era of unlimited opportunities but constrained resources, the only marketing metric that matters is growth. Driving growth means stretching the traditional boundaries of the marketing function to encompass activities many companies don’t even think of as marketing — yet.” 

If growth is the only marketing metric that matters, how can growth best be measured and impacted? Growth is commonly measured as revenue, profit, or market share. Some firms also measure growth as … Read more →