Marketing operations is sometimes viewed as the “land of the misfit projects,” a catch-all of sorts for initiatives that have no other home. As this function evolves, its charter must become more finite in order to truly show marketing’s return on investment for the business.
The mission of Marketing Operations Strategies™ (MOS) enables marketing operations to accomplish three fundamental objectives for its function as well as the enterprise as a whole. MOS offers an objective, third-party perspective to validate decisions, innovate, benchmark and challenge your organization to create the most effective marketing operation possible. MOS is designed to provide senior marketing management with operational intelligence to support strategic and tactical decisions. This membership-driven program combines the benchmarking data, best-practice insights, analytic tools and thought leadership required to prove the value of marketing operations, and ensure its long-term viability.
Through continuous research and deliverables that allow easy access to marketing operational intelligence, MOS will stimulate ideas, provide a platform for discussion within your organization, allow you to network with peers at SiriusDecisions events, and give you on-demand intelligence for effective decision making.
- Access benchmarking data from Fortune 500 and major SMB companies in order to put context around your most critical decisions
- Understand the strategies, tactics and tools that best-practice organizations have successfully developed and implemented to optimize marketing, and to generate predictable revenue
- Assess your overall marketing operation with models and frameworks that identify issues and accelerate problem resolution to improve operational efficiency and effectiveness
- Obtain the latest insights from industry thought leaders who are also practitioners on the evolving organizational structure of the marketing function and its integration with sales processes and strategies
REPRESENTATIVE COVERAGE AREAS
- Sales and Marketing Integration – Understand the alignment strategies best-practice organizations are using to systematically grow their businesses
- Budget Analysis – Assess the effectiveness of your marketing budget against your peer group with access to planning, allocation and comparison data from our SiriusIndex™ of Fortune 500 and SMB companies
- Marketing Operations – Understand the roles, responsibilities and priorities that are driving best-in-class marketing organizations
- Measurement – Assess pipeline growth contribution with critical metrics and dashboards
- Organizational Structure – Understand the pros and cons of centralized vs. decentralized marketing functions
- Global Deployment and Management – Understand the role corporate marketing should play in the deployment and management of marketing initiatives across the worldwide enterprise
- Sales and Marketing Integration Model (SMI) – includes the processes, strategies and technologies required to achieve effective sales and marketing alignment
- B-to-B Marketing Models – a comprehensive view of the marketing models used today
- Marketing Dashboard Model – provides an overview of the key marketing metrics and KPIs used by organizations by revenue size
- Marketing Operations Evolution Model – depicts the marketing operations function and its role as the company grows
Incorporating MOS into your workflow is easy. Interact with SiriusDecisions research analysts in the manner that suits your needs. You may contact our analysts by phone, send an inquiry by e-mail or participate in interactive webcasts and in-person forums with analysts and peers. You will also have access to published research, presentations and rich media-based content on demand via the client portal.
- Research Briefs: Monthly research notes that frame executive-level sales and marketing issues in a concise layout. Three to four briefs are delivered to you each month, and are archived on the research portal.
- SiriusPerspectives: A monthly newsletter in a concise layout that provides a high-level overview of a sales and marketing topic dealing with demand creation, sales optimization or reputation development.
- Vendor Profiles: Reviews of emerging suppliers who may be beneficial to your demand creation efforts. SiriusDecisions also plots suppliers on our vendor matrices, allowing you to analyze and narrow your choices.
- Core Strategy Reports: Provides key observations and commentary on SiriusDecisions presentations introducing critical models, frameworks and strategies. Tackles more complex sales and marketing issues, and introduces new areas of research in a white paper format.
- SiriusTools: Frameworks, models and issues spectrums that allow you to more easily visualize and communicate your challenges, and to determine the most appropriate courses of action.
- Rich Media: Webcast archives in rich media format that can be replayed at your convenience, shared with team members or used for training purposes.
Analyst Inquiry: Unlimited analyst inquiry privileges are offered as part of MOS membership; you can schedule analyst time via phone or email. Discussions often focus on best practices, data, analytic tools or vendor reviews.
Budget and Planning Benchmark: Every year, SiriusDecisions analysts will benchmark your marketing budget against our SiriusIndex of business-to-business companies, and provide you with an independent perspective on the industry and your performance compared with companies like yours.
Events: Peer interaction is a valuable way to understand how others are solving similar issues, and to build your network. MOS membership includes bimonthly Webcasts and quarterly half-day research forums, as well as discounted pricing on all SiriusDecisions conferences.
Below, please find a partial list of recently published MOS research.
Marketing Operations: Project Acceptance and Prioritization
In this brief, we outline the project acceptance requirements, prioritization process and criteria that marketing operations should apply when evaluating projects.
Measuring the Impact of Account-Based Marketing
In this brief, we describe a layered approach to measuring account-based marketing (ABM) that provides insight and proof of contribution to the business.
Using the Campaign Hierarchy for Content Architecture
In this brief, we describe how to develop a campaign hierarchy and associated buyer personas when developing the content architecture for a campaign.
The Demand Balance Index: Modeling Output and Efficiency
In this brief, we explain how to use the demand balance index to model the output and efficiency of an organization’s various lead management processes.
Integrating Marketing Organizations: Key Areas for Success
In this brief, we define nine areas that marketing operations must support when integrating marketing teams after a major organizational change.
Campaign Budgets: Targeting and Program Planning Phases
In this brief, we explain how to allocate a campaign budget to the centralized and regional teams that will develop assets and execute tactics.
Managing Views for Marketing Reporting
In this brief, we outline common dimensions for marketing reporting and considerations for prioritizing views in standardized dashboards.
The SiriusDecisions Sales Metrics Framework
In this brief, we introduce the SiriusDecisions Sales Metrics Framework, which prescribes standard sales metrics across three levels of measurement capability.
Operationalized Brand Measurement: Component Deep Dive
In this brief, we take a deep dive into the brand metrics that comprise the performance indicators for the three components of a reputation program: awareness, perception and preference.
Operationalized Brand Measurement: Building the Indexes
The complex metrics used to capture brand’s impact on campaign success must be summarized in a way that can be readily explained to a reporting audience. In this brief, we detail the process for creating indexes to develop a summarized view of brand impact on campaign outcomes.
The SiriusDecisions Analytics Proficiency Assessment Model
In this brief, we introduce an assessment model that a b-to-b organization can use to rate its current state across five dimensions of analytics proficiency.
|Core Strategy Report|
Contact Data Acquisition for Demand Creation
By applying a consistent contact data acquisition process that aligns with demand creation requirements, organizations can achieve more effective demand creation, greater efficiency and better use of resources. In this SiriusDecisions Core Strategy Report, we identify the steps required to build and execute an optimized data acquisition planThis SiriusDecisions Core Report identifies the steps required to build and execute an optimized data acquisition plan.
|Core Strategy Report|
The SiriusDecisions Relative Productivity Framework
This SiriusDecisions Core Strategy Report introduces a precise methodology for measuring and optimizing the productivity of b-to-b sales reps.
The Keys to Measuring Content Effectiveness
In this brief, we present a four-part framework for measuring content effectiveness.
Marketing Operations: Planning Assumptions 2014
In this brief, we share five key trends that will impact marketing operations in 2014.
The SiriusDecisions Content Model: Campaign Alignment
In this brief, we take a deeper dive into the alignment of the three phases and eight stages of the enterprise-wide content model with the campaign framework.
|Core Strategy Report|
Email Touch Governance
In this SiriusDecisions Core Strategy Report, we describe the steps necessary to effectively manage the cadence of email communications to contacts in order to improve email performance rates and, ultimately, increase revenue.
Measurement Within the Campaign Framework: Program Families
In this brief, we outline the primary measurements used to assess progress and results in each of the campaign framework’s four program families.
Introducing the SiriusDecisions Brand Measurement Framework
In this brief, we describe the components of a best-in-class operational framework for measuring and managing b-to-b brand effectiveness.
Campaign Implementation: The Needs Assessment Phase
In this brief, we outline how the campaign leader guides the team to identify buyer needs, evaluate the offering portfolio, prioritize offerings into campaigns, and drive agreement and approval across the organization.