Marketing Operations Improves Accountability & ROI
Examples of ClearAction's Recent Work
Marketing Roles & Responsibilities
- Created process to verify which employees in the company do marketing
- Interviewed executives for expectations of marketing's roles
- Collected online responses from marketers at all levels worldwide
- Defined the company's marketing charter
- Outlined roles and responsibilities for each marketing function
- Identified hand-offs between marketing functions
- Specified marketing's lead and support with other functional areas
Marketing ROI
- Analyzed prior year's corporate- and division-level transactions
- Recommended new categorizations for marketing expenses; adopted by Accounting
- Created baseline views of spending by activity, segment, vendor
- Streamlined process for ongoing quarterly monitoring
- Set framework for visibility of denominator; poised now for tracking ROI numerator
- Significantly revised layout of campaign analysis spreadsheets for greater likelihood of achieving intended outcomes
Field Communications
- Identified divisions' and regions' wish lists for information flow
- Recommended tools to drive processes, incentives and accountabilty for achieving 2-way communication goals
- Created user-friendly templates for timely field inputs to divisions' new product development processes
- Suggested templates for meaningful meeting discussions, management follow-through, and streamlined division-to-field announcements
Change Management
- Customized and delivered courses: Dealing With Change and Making Changes Good
- Guided execs in strategies for leading indicator dashboard and self-reporting team recognition
- Captured process flow, pre-requisites, duration and deadlines, responsible parties and sub-processes pictorially for marketing literature development and distribution
- Thoroughly outlined policy, procedure and work instructions for different process stakeholders
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Lynn Hunsaker of ClearAction is team leader of Marketing Operations Partners' suite of Customer Profitability services, encompassing customer value guidance, touchpoints, loyalty behaviors, internal branding, experience innovation, advisory boards, customer references, trusted advisor and survey ROI. Lynn was project director of Marketing Operations Partners' best practices benchmarking study, “Journey to Marketing Operations Maturity.”
Overview of Marketing Operations Partners
Marketing Operations Partners Website
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See examples of ClearAction's Customer Experience Management
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