Marketing Operations Elevates Public Relations and Communications Professionals
Is your marketing department taking advantage of MOM and MRM? Do you have
BAM and DAM systems in place? Do you know how to measure NPV? Do you even
know what I'm talking about? If so, you may not be a "Quant" (a marketing scientist or specialist in marketing
analytics) but you're certainly ready to seize a leadership role and spur your
company into the new world of Marketing Operations. Marketing Operations (AKA MOM or Marketing Operations Management) seeks to
improve performance and measure ROI through sustainable processes, best
practices and clearly-defined metrics. Admired technology companies (like Intel, IBM
and Adobe) are hiring VP or director-level individuals to refine and fine-tune their
marketing organizations to run with an operational focus. Market research firms like
Gartner and Forrester are also rolling out new research services with a heavy focus
on Marketing Operations. And the first U.S. conference on Marketing Operations was
held in New York this past May. Marketing operations tackles: (1) measuring the performance of marketing effectiveness;
(2) ensuring appropriate marketing organization;
(3) deploying marketing processes, tools and infrastructure;
(4) managing marketing skill development; and
(5) building a sense of community across the marketing discipline. Why should you care? For starters, Marketing Operations is a great vehicle for becoming more strategic
and less buried in task. It equips you to talk the language that C-level executives
appreciate, take control of your destiny and ultimately become more valuable to
your organizations. Best of all, you can address head-on the issues that affect you
directly and also represent corporate America's biggest challenges, including how
to: (1) define meaningful success metrics from which performance can be measured
(one type of measure, NPV or Net Present Value, calculates the present value of an
investment's future net cash flows minus the initial investment); (2) optimally leverage resources in increasingly thinner marketing departments
(MRM or Marketing Resource Management focuses on workflow, role definition,
project management, planning, budgeting and other resource allocation strategies); (3) more effectively manage shared knowledge so insight is retained even after key
employees move on, enabling more informed decision-making (knowledge
management strategies include BAM or Brand Asset Management, and DAM or
Digital Asset Management); and perhaps most importantly (4) replicate successful marketing programs so marketing best practices are
institutionalized (and you aren't). Gary M. Katz, APR, is president and CEO of CommPros Group, a Santa-Clara, Calif.-
based firm that provides marketing operations services to help companies leverage
their marketing investment, plus a variety of outsourced marketing program
management services to support lean marketing departments. Gary is a 23-year
veteran in the technology industry where he directed has corporate marketing,
communications, public relations, lead generation and qualification, investor
relations, and employee communications programs. He has served as director of
communications for ShoreTel, director of corporate marketing for Aplix
Corporation, senior manager of corporate communications for Insignia
Solutions, and also worked with a variety of public relations and marketing
communications agencies. A past president of Silicon Valley PRSA, he
holds a master's degree in organization development from the University of San
Francisco and a BA degree in public relations from San Jose State University. For
more information, visit CommPros Group at http://www.commprosgroup.com
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