Marketing Operations Strategies

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.

OPERATIONAL INTELLIGENCE

  • 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

REPRESENTATIVE MODELS

  • 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 

DELIVERABLES

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:

  • 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.

Brief
The SiriusDecisions Integrated Measurement Framework

In this brief, we introduce the SiriusDecisions Integrated Measurement Framework, a guide to selecting metrics and organizing performance reporting across sales, marketing and product functions.


Brief
Best Practices for Conducting a Process Audit

In this brief, we explain a three-step process for performing an audit of a b-to-b organization’s processes and activities in order to identify the areas with the greatest opportunity for improvement.


Brief
Mapping Competencies: Marketing Operations

In this brief, we define basic, intermediate and advanced competencies across six core disciplines of marketing operations.


Brief
The SiriusDecisions Metrics Spectrum

In this brief, we introduce the SiriusDecisions Metrics Spectrum, a framework that categorizes the metrics available for measuring and reporting on business performance.


Brief
Introducing the SiriusDecisions Marketing Competency Framework
In this brief, we introduce the SiriusDecisions Marketing Competency Framework, define its components and explain how it can be used to improve the performance of marketing organizations.

Core Strategy Report
Crafting the Ideal Marketing Mix

In this SiriusDecisions Core Strategy Report, we introduce a new methodology for planning a marketing mix based on what matters most to the buying audience.


Brief
Marketing Operations: Driving Lead Management Process Efficiency

In this brief, we describe a three-step approach that marketing operations can use to identify lead management concerns, forge a plan for improvement and monitor ongoing execution.
 


Brief
Investing in Sales Operations: How Much and How Many?

In this brief, we present findings from SiriusDecisions benchmark research that show how companies in five revenue bands invest in sales operations and related processes, metrics and tools.


Brief
The SiriusDecisions Marketing Operations Maturity Model

In this brief, we introduce the SiriusDecisions Marketing Operations Maturity Model, and describe how it can be used to evaluate a marketing operations organization.
 


Brief
Measuring Marketing's Influence on the Buyer's Journey: Development Stages

In this brief, we outline the typical progression that organizations follow as they master the fundamentals of marketing influence measurement and then develop a more advanced view of how the function’s influence is applied.


Brief
Voodoo Analytics: Tactic Attribution

In this brief, we explain tactic attribution, share the challenges inherent in its use and misuse, and identify a narrow set of circumstances in which it can be used effectively.


Brief
The Sirius Directions in Technology Model

In this brief, we will discuss the model’s four main technology categories, and how the different types of tools within each category can positively impact sales and marketing as well as corporate goals.
 


Brief
Email Marketing in Europe: Best Practices for Compliance and Effectiveness

In this brief, we review current requirements affecting email communication in the European Union, provide guidance on creating and managing opt-in email lists, and explain how email sent only to opt-in contacts can still provide an effective communication channel.
 


Brief
First 90 Days: Marketing Operations Leader

In this brief, we outline a marketing operations leader’s key activities for the first 90 days in the role and reference relevant SiriusDecisions research to ease the transition.
 


Brief
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.


Brief
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.


Brief
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.
 


Brief
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.


Brief
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.


Brief
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.



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