How Marketing Operations Can Make Marketing More Scientific

Today’s topic is how to make marketing scientific through a marketing operations department. As a guide to this conversation, download our 10th annual workbook, How to Make Your Number in 2017.  Turn to the marketing operations phase on pages 248 – 251 of the PDF.  You’ll find a worksheet approach where you can start to analyze your team.

 

Why this topic?  Data is everywhere. Channels are exploding. Technology is changing. Executives require more detailed reporting. Marketing can no longer rely on intuition and experience is no longer enough. You are living in the “show me” era, and this means marketers need a little less art and a little more science.

 

Joining us is Arnaud Kraajvanger, the Vice President of Marketing Insights and Operations for Genesys. Genesys provides customer experience contact center solutions.  More than 10,000 companies in over 100 countries trust the industry’s #1 customer experience platform to orchestrate seamless omnichannel customer journeys. Watch as Arnaud describes how marketing operations is in a unique position with more data than ever to have a significant impact on the business.

 

In the first segment Arnaud describes the outcomes marketing operations drives toward to make the company and marketing more effective.  Data-driven insights help us in the following areas:

 

  • Perform better planning
  • Optimize investments for where we place our bets that will give us the highest return
  • Segmentation that identifies the right customers, and how can we optimize our conversion 

     

Watch as Arnaud describes the organization structure and roles of a marketing operations team.  We discuss the specific roles and the work relationships between marketing operations and other parts of the organization. 

 

Arnaud and I discuss the following questions throughout the show to demonstrate how to transition to a more scientific marketing department.

 

  • How do you measure the effectiveness of the marketing team?
  • Please describe your analytics strategy.
  • Please describe the data and systems architecture that supports the marketing ops team.
  • How do you calculate the cost to acquire a customer?
  • How do you calculate the life time value of a customer?
  • How do you make sure your forecast is accurate?

     

If you need more help with data-driven marketing, download our 10th annual workbook, How to Make Your Number in 2017.  Turn to pages 248 – 251 of the PDF.  To request a workshop with SBI’s marketing operations subject matter expert, simply sign up for a MySBI account and check the box in your preferences to request a workshop.

 

how to make your number

ABOUT THE AUTHOR

Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.

 

He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.

 

Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.

 

He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.

 

Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.

 

He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.

 

Video:

 

Transforming the Sales Organization inside Fortune 500 Companies

Greg Alexander and John Gleason, Chief Sales Officer of Ryder, talk about the unique challenges of transforming a sales team inside of very large enterprises.

 

A Better Way to Structure Your Sales Force

Greg Alexander and Tony Capucille, Chief Sales Officer at Heartland Payment Systems, discuss the pros and cons of the 7 B2B sales organizational models.

 

Build a team of A Players Inside the Sales Organization

Greg Alexander and Todd Cione, Chief Revenue Officer at Rackspace, talk about hiring, onboarding, and developing exceptional sales talent.

 

Articles

 

Fill Every Role on Your Team with an A Player

In this article, Greg Alexander makes the case for applying the TopGrading methodology to the sales team, and outlines how to do so.

 

What CEOs Need to Know About Their Marketing Strategies

In this article, Greg Alexander and Rashid Skaf, CEO of AMX, discuss the role the CEO plays in crafting a company’s marketing strategy.

 

What CEOs are Looking for in a Sales Leader

In this article, Greg Alexander and George Norton, leader of Heidrick & Struggles Chief Sales Officer practice, discuss what CEOs need in the chief sales officer role.

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