Strictly Marketing Magazine May/June 2016 | Page 25

What is a Marketing Operations Maturity Model? Marketing operations as an organization is still in its infancy. As such, it is characterized by many variations and a set of best practices that are still forming. Looking at marketing operations as an organizational capability is key to its full adoption by an organization. I define an organizational capability as the skills, processes, tools, and technologies used by people in an organization to drive meaningful business results. A capability is developed over time through training, education, process optimization, applied expertise, experience and demonstrated results in a particular discipline of Revenue Marketing™. The priority of which discipline and therefore which competencies and capabilities that should be developed depend on which is most valuable to develop in-house vs what can be purchased or outsourced. At this time, I am seeing aspects of marketing operations being outsourced due to lack of skills in-house, but there is a tremendous appetite to take this all in-house because it is so key to marketing’s revenue success. Based on my research into the market working with clients and other companies I know, I have created a 4-stage Marketing Operations Maturity Model. As you review the model, think about where you are and where you need to be. The four types of MO groups (MOG) are Efficient, Effective, Hub and Strategic. Stage 1: Efficient MOG. Focuses on the use and integration of current technologies along with data hygiene. This type of MOG is also an execution arm for campaigns and is all about the tools and getting them into place. Stage 2: Effective MOG. Focuses on using best practices and key processes to improve overall marketing operations effectiveness. This type of MOG is also focused on data, metrics and reporting. At this stage of maturity, the MOG optimizes all key processes. Unicorns live here. Stage 3: HUB MOG. Acts as the nucleus for disparate groups including all parts of marketing (including field, product, etc.), sales, the customer, IT and finance. This type of MOG provides insights and consulting that help guide and improve business results. Unicorns li ve here. Stage 4: Strategic MOG. Includes a much broader set of functions such as voice of the customer, demand generation/demand center elements and has Revenue Marketing type of accountability. This type of MOG gives the CMO a seat and a voice at the table. Unicorns rule here. As Principal Partner & Chief Strategy Officer of The Pedowitz Group, Debbie develops and manages global client relationships and leads the firm’s thought leadership initiatives. She coined the term “Revenue Marketer” in 2011 and she has been helping B2B companies grow revenue by applying strategy, technology and process for over 30 years. www.pedowitzgroup.com Strictly Marketing Magazine May/June 2016 25