Continuous Marketing Effectiveness: Pinnacle of Marketing Operations?

The term Marketing Operations has taken on a life of its own over the past half-dozen  years to characterize the work required to bridge efficiency and effectiveness gaps in Marketing organizations. During that time, many different definitions have been advanced.

Some like the one advanced by Marketing Operations Partners in its Journey to Marketing Operations Maturity benchmarking study are highly aspirational but still elusive for most companies to implement. Others, like the current Wikipedia definition, describe the various responsibilities of the MO role but don’t really nail the full potential of the value proposition. Still other definitions like this one from IBM have a features and functions feel to them  (perhaps because they are centered around selling marketing automation solutions?).

Marketing Operations is similar to … Read more →

Market & Customer Intelligence at Autodesk

Autodesk: Creating a Unique Differentiator through Mktg & Customer IntelligenceYesterday Jack Androvich, Senior Director of Global Sales and Marketing Operations at Autodesk, shared on the newly-launched Marketing Operations Leaders talk show why and how his company established its market and customer intelligence function.

Jack’s successes provide marketers with very helpful guidance on how to enable greater agility in organizations through a combination of Marketing IT, data, analytics and strong Marketing Operations (MO) working cross-functionally to drive change.  The beauty of combining MO with the enterprise quest for agility is it aligns CMOs and marketing organizations with a challenge CEOs clearly lose lots of sleep over each night. Here’s a summary of Jack’s interview: … Read more →