Premium Resources 2017-05-19T16:30:52+00:00

Premium Resources

Tools to improve Marketing effectiveness and efficiency 

Expand your marketing effectiveness with tools, reports and books containing extensive how-to advice.

marketing operations resources

Marketing Operations Coaching

Marketing operations coaching is the quickest way to get expert advice. Another perspective can help you excel. You can start with MO-on-Call to pay just for the minutes you need. Grow your capabilities faster through marketing operations coaching. Let’s talk.

Marketing Operations Essentials Full Course (Modules 1-7)

While many companies are striving to master the tactical discipline of marketing accountability and efficiency, we’ll show you how to leap forward to a strategic use of strategy, guidance, processes, metrics and technology to run your marketing organization as a value center, driving long-term company growth. Marketing Operations: From Tactical Discipline to 20/20 Strategic Vision is a self-paced course with practical guidance, application examples, and insightful self-assessment tools. Available online, in-person or hybrid: 9 classes in 4 modules.

Impact and Promise of Marketing Operations 2.0 (MO Essentials – Module 1)

This module is for you if you want to pinpoint your internal and external marketing challenges, characterize your challenges in the context of global trends driving the universal need for Marketing Operations, and learn how Marketing Operations solves the Marketing’s weaknesses.

This module also focuses on building your business case for operational excellence, envisioning the impact of market intelligence, customer profitability, accountability, and alignment with stakeholders, and using the collaborative principles of Web 2.0 and Marketing 2.0 in your approach to Marketing Operations.

Mobilizing Strategic Impact for Corporate Growth (MO Essentials – Module 2)

This module is for you if you want to paint the big picture through gap analysis, embrace mental models to build shared vision, discover interrelationships through systems thinking, convert insight to value through benchmarking, win-loss, and force-field analysis and assess your organization’s Marketing effectiveness on 10 strategic dimensions.

This module also focuses on catalyzing change without authority, achieving shared vision with sales, finance, IT, and other stakeholders, leveraging Marketing Operations to achieve strategic objectives and evaluating your organization’s capabilities for setting and enforcing standards (‘guidance’).

Managing Internal Marketing Processes (MO Essentials – Module 3)

This module is for you if you want to learn how to invest strategically and manage risk in budget plans, optimize processes through lean/six-sigma and maturity ratings, connect marketing strategies to enterprise strategic planning and outline a risk mitigation strategy and business case for a desired Marketing initiative.

Managing External Marketing Processes (MO Essentials – Module 4)

This module is for you if you want to learn how to differentiate the customer experience, champion customer-centricity, create impact through integrated marketing campaigns, drive sales pipeline value and contribute to the innovation process through Marketing Operations.

Measuring Marketing Performance (MO Essentials – Module 5)

This module is for you if you want to learn how to leverage forces on marketing ROI, identify patterns and insights through data mining, improve decision-making with predictive analytics and apply the right metrics to your Marketing challenges.

Leveraging Technology (MO Essentials – Module 6)

This module is for you if you want to learn how to navigate the Marketing automation alphabet soup (CRM, MOM, MRM, EMM, DAM, etc), adopt best practices for technology deployment, build organizational learning through Knowledge Management (KM) and use dashboards to increase accountability.

The Journey to Marketing Operations Maturity (MO Essentials – Module 7)

This module is for you if you want to learn how to establish MO organizational structure, charter and roles, prevent obstacles and nurture success factors and design your maturity roadmap by following best practices.

Journey to Marketing Operations Maturity

Journey to Marketing Operations Maturity Benchmarking Study

Insights and recommendations on 1) key drivers in the journey from MO inception to maturity in best practices, 2) relationship of formal MO Reviews to success of the MO function, 3) scope of MO practices across company characteristics, and 4) success factors and obstacles to progress for the MO function.

Customer Experience Excellence Course

Customer Experience Excellence Course (Modules 1-6)

The quickest way to learn the broad field of customer experience management is through this online, self-paced course: 2.5 hours.

It’s designed for anyone who wants to leapfrog the norms or expand their expertise.
Everyone who has completed the course has told us that it helped them see better ways of leading customer experience excellence.

And everyone who has completed this course said it boosted their score on the optional CCXP exam, which is offered separately by the CXPA. This is official CXPA Authorized Resource & Training.

See more information about this course on the Customer Experience Excellence Course web page.

Customer-Centric Culture

Customer Excellence: Customer-Centric Culture (Module 1)

This module is designed for you, if you want to leapfrog the norms or expand your expertise in Customer Centric Culture.

Everyone who has completed the course has told us that it helped them see better ways of leading customer experience excellence.

This 20-minute narrated module explains key concepts, how various tools are used in practice, and the reasoning behind myths and truths for customer-centric culture. Exercises include exploration of the topic as a practical application to your own situation, and topic mastery scenarios.

Organizational Adoption and Accountability

Customer Experience Excellence: Adoption & Accountability (Module 2)

This module is designed for you, if you want to leapfrog the norms or expand your expertise in Organizational Adoption of and Accountability for Customer Experience.

Everyone who has completed the course has told us that it helped them see better ways of leading customer experience excellence.

This 20-minute narrated module explains key concepts, how various tools are used in practice, and the reasoning behind myths and truths for organizational adoption and accountability of customer experience management. Exercises include exploration of the topic as a practical application to your own situation, and topic mastery scenarios.

VOC, Customer Insight and Understanding

Customer Experience Excellence: VoC, Customer Insight & Understanding (Module 3)

This module is designed for you, if you want to leapfrog the norms or expand your expertise in Voice of the Customer, Customer Insight & Understanding.

Everyone who has completed the course has told us that it helped them see better ways of leading customer experience excellence.

This 44-minute narrated module explains key concepts, how various tools are used in practice, and the reasoning behind myths and truths for voice-of-the-customer and customer intelligence. Exercises include exploration of the topic as a practical application to your own situation, and topic mastery scenarios.

Design, Improvement, Innovation

Customer Experience Excellence: Design, Improvement & Innovation (Module 4)

This module is designed for you, if you want to leapfrog the norms or expand your expertise in Customer Experience Design, Improvement and Innovation.

Everyone who has completed the course has told us that it helped them see better ways of leading customer experience excellence.

This 34-minute narrated module explains key concepts, how various tools are used in practice, and the reasoning behind myths and truths for experience design, improvement, and innovation. Exercises include exploration of the topic as a practical application to your own situation, and topic mastery scenarios.

Metrics, Measurement, ROI

Customer Experience Excellence: Metrics, Measurement & ROI (Module 5)

This module is designed for you, if you want to leapfrog the norms or expand your expertise in Customer Experience Metrics, Measurement & ROI.

Everyone who has completed the course has told us that it helped them see better ways of leading customer experience excellence.

This 25-minute narrated module explains key concepts, how various tools are used in practice, and the reasoning behind myths and truths for metrics, measurement, and ROI. Exercises include exploration of the topic as a practical application to your own situation, and topic mastery scenarios.

Customer Experience Strategy

Customer Experience Excellence: Strategy (Module 6)

This module is designed for you, if you want to leapfrog the norms or expand your expertise in Customer Experience Strategy.

Everyone who has completed the course has told us that it helped them see better ways of leading customer experience excellence.

This 16-minute narrated module explains key concepts, how various tools are used in practice, and the reasoning behind myths and truths for customer experience strategy. Exercises include exploration of the topic as a practical application to your own situation, and topic mastery scenarios.

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Customer Experience Excellence Course Exercise Feedback

This exercise feedback option allows you to send your topic exploration and topic mastery answers to us for feedback.

Purchase of this option applies to any or all of the 6 modules of the Customer Experience Excellence Course (designed independently by ClearAction).

B2B CX Best Practices

Business-to-Business Customer Experience Best Practices Study

The ClearAction Business-to-Business Customer Experience Management Benchmarking Study monitors the implementation of best practices in customer-focused management for sustainable high profitability.
This is a study of the journey to world-class performance in how business-to-business firms (1) listen to customers, (2) view customers, (3) center employees on customers, and (4) center business on customers.

It explores the motivations behind customer experience management (CEM) and its linkages to corporate goals, strategy, culture, processes, and business results.

B2B CX Best Practices

B-to-B Customer Experience Best Practices Study: Motivation

The ClearAction Business-to-Business Customer Experience Management Benchmarking Study monitors the implementation of best practices in customer-focused management for sustainable high profitability.

This report explores the motivations behind customer experience management (CEM) and its linkages to corporate goals, strategy, culture, processes, and business results.

Note: this report is one of several parts to the full study of the journey to world-class performance in how business-to-business firms.

B2B CX Best Practices

B-to-B Customer Experience Best Practices Study: Intelligence

The ClearAction Business-to-Business Customer Experience Management Benchmarking Study monitors the implementation of best practices in customer-focused management for sustainable high profitability.

This report explores B2B customer intelligence practices: how we listen to and view customers.

Note: this report is one of several parts to the full study of the journey to world-class performance in how business-to-business firms.

B2B CX Best Practices

B-to-B Customer Experience Best Practices Study: Action

The ClearAction Business-to-Business Customer Experience Management Benchmarking Study monitors the implementation of best practices in customer-focused management for sustainable high profitability.

This report explores the actions that center employees and the business on customers.

Note: this report is one of several parts to the full study of the journey to world-class performance in how business-to-business firms.

B2B Customer Experience Management

3rd Annual Business-to-Business Customer Experience Management Best Practices

Numerous vignettes on B2B CEM progress: Ciena, Citrix, LexisNexis, Orange, SunTrust, Symantec, tw telecom, and others. Insights and recommendations on the journey to world-class performance in how B2B firms (1) listen to customers, (2) view customers, (3) center employees on customers, and (4) center business on customers. This study explores the motivations behind CEM and its linkages to corporate goals, strategy, culture, processes, and business results.

B2B Customer Experience Management

2nd Annual Business-to-Business Customer Experience Management Best Practices

6 CEM success factors identified for strong business results. Insights and recommendations on the journey to world-class performance in how B2B firms (1) listen to customers, (2) view customers, (3) center employees on customers, and (4) center business on customers. This study explores the motivations behind CEM and its linkages to corporate goals, strategy, culture, processes, and business results.

B2B Customer Experience Management 2010

1st Annual Business-to-Business Customer Experience Management Best Practices

Insights and recommendations on B2B CEM 1) Maturity: company-wide views of customer experience, role of CEM and walking the talk, company’s historical focus. 2) Goals: top 5 motivations for CEM, business results: current performance versus goals. 3) Investment: annual percentage of revenue, change since 2005, areas of investment. 4) Influencers: high impact on CEM success, top 5 obstacles to CEM success. 5) Implementation Scope: customer voice, customer view, customer-centricity. 6) Functional Areas Driving CEM: customer well-being, customer knowledge, customer profitability.

Metrics You Can Manage For Success

Metrics You Can Manage for Success eBook

A straightforward guide to metrics management at all levels throughout the company. Practical worksheets and guidelines are the focus of this handbook. 1) How to choose actionable and predictive metrics as leading indicators of your overall objectives. 2) Setup key performance indicators, measurement dashboards, balanced scorecards, and management tools for follow-through and accountability.

Innovating Superior Customer Experience

Innovating Superior Customer Experience eBook

A straightforward guide to innovating any aspect of customer experience. Practical worksheets and guidelines are the focus of this handbook. Discover how to: 1) Explore customers’ circumstance-based desired outcomes. 2) Use customers’ built-in value judgments as your metrics. 3) Prioritize customer persona segments for innovation opportunities. 4) Foster a customer-centric and innovation-friendly culture. 5) Use creativity tools for customer-focused innovations. 6) Involve functions company-wide in innovating processes, policies and intangibles.

Customer Experience Improvement Momentum

Customer Experience Improvement Momentum

A straightforward guide to meaningful employee engagement at all levels throughout the company. Practical worksheets and guidelines are the focus of this handbook. 1) Gain cooperation across organizations and channels for customer experience initiatives. 2) Agree on common definitions of customer metrics and priorities. 3) Build customer-centricity into your culture. 4) Fix broken linkages between data and actions, incentives and behaviors, survey results and business results. 5) Learn how to use systems thinking, change management and internal branding for big gains in return on investment for customer programs.

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