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April 2013
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Spotlight on Marketing Operations Management

We know we need to work smarter, not harder and to better manage marketing expenditures while creating visibility into marketing activities to executive management. Marketing Automation, in particular Marketing Operations Management, has long been touted as the way to help achieve these goals. But even the best marketing automation system cannot support a company's business objectives if it isn't properly aligned with the actual needs of the marketing team. 

 

This month's newsletter focuses on Marketing Operations Management and how to get optimal results from your marketing operations solution. Our latest Case Study shows how a Marketing Operations system helped a large retailer achieve greater efficiencies and the ability to refine its processes on an on-going basis.  

 

Also, this issue's Consultant Tip comes from Pinpoint Senior Consultant of Marketing Solutions, Pamela Ely. She provides some good pointers on how to accelerate user adoption of a marketing operations solution in the article below.

Case Study: A Large Retailer Takes Ownership of their Marketing Operations Management

 

A large US retailer needed to bolster their marketing operations to support a rapidly expanding business without commensurate increases in staff or budget so they turned to Pinpoint Systems to help streamline their capabilities for greater scalability and measurability.

 

Download case study
Pam Ely Consultant Tip of the Month 
Pamela Ely, Senior Marketing Consultant of Marketing Solutions brings us this month's Consultant Tip.
 

 

It is not uncommon to see trepidation among your team when introducing the implementation of a Marking Operations (MO) software solution. There may be resistance that could impact the success or failure of the project. You can certainly overcome such resistance and even accelerate user adoption of your MO solution through some of the strategies below:

 

  • Identify at least one executive champion to promote the vision and importance of MO to the company. The executive champion should share their goals and expectations of the MO solution and the employees who use it. 
  • Educate and explain the business benefits of using the Marketing Operations software to end-users. Help them understand how it will help the business save time and increase productivity.
  • Directly involve end-users in the definition of their workflows. Interview the end-users to gain insights and feedback about their existing workflows. Allow end-users to identify the bottlenecks or pain points in their processes, identify unnecessary or missing steps, and what works and what doesn't work in their current processes. Make sure to include end-users from each job function; for example, Project Managers, Designers and Reviewers. 
  • Identify a group of end-users who are comfortable and familiar with the concepts of MO and engage and train them as MO champions. Encourage the champions to share what they have learned with their co-workers to build excitement throughout the end-user community. 
  • Provide personalized training to each different team that will use the MO software. Deliver training only on the features and functionality that each team needs to use as part of their job function. Provide training in a sandbox environment so users can make mistakes without fear. Schedule coaching sessions with end-users after go-live to review issues and reinforce basics. 
2013-04 Edition
IN THIS ISSUE
 
Case Study
A Large Retailer Takes Ownership of their

Marketing Operations Management

  
Pinpoint Client to Speak at the IBM Smarter Commerce Global Summit - Nashville
  
Consultant Tip of the Month
Smarter Commerce
 Pinpoint Systems is a Silver Sponsor
at the

IBM Smarter Commerce

Global Summit 2013 Nashville

May 21-23

 

Plan to attend?

Let us know and we'll send you additional  
information on our activities at the Summit.

 

Client

Presentation  

Tuesday, May 21

03:00 PM - 04:00 PM

The Gaylord - Nashville

 

Launching a

Real-time Inbound Marketing Solution with IBM Unica Interact

in Less than Three Months

 

  

Visit us

in the Solution Center.

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Learn more about the solutions Pinpoint provides to our clients in the Resource Center on pinpoint-corp.com.

 

  Pinpoint Systems Corporation
(800) 809-0612
www.pinpoint-corp.com