Marketing Operations Management

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Marketing OperationsManagement

• Presentation

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Assetlink Background

• Mission Enable international companies to
• Achieve Marketing Efficiencies
• Track Marketing Effectiveness and ROI
• Communicate Business Impact of Marketing
• Marketing Operations Management (MOM) is an
  enterprise software solution for managing
• Marketing Strategy Planning, Budgeting
  Procurement
• Product Launches, Advertising Direct Mail
  Campaigns, Sponsorships Events, Marketing
  Intelligence
• Brands Marketing Assets
• Integration with Enterprise Business Systems,
  Marketing Analytics
• Assetlink MOM is deployed at 40 international
  enterprises
• Assetlink has operations and customers in Europe,
  North America, Africa and Asia Pacific (including
  Australia)
• Assetlink is 10 years old, privately held and
  profitable

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Full Service Offering

• Business Consulting Services
• Marketing Performance Measurement Framework
• Marketing Process Reengineering
• Implementation Services
• Project Management for AL MOM solution deployment
• Training
• Software Customization and Enterprise System
  Integration
• IT / Hosting Services
• Software Installation Performance Tuning
• On-line Hosting
• Application Administration
• Marketing Operations Services
• Global Artwork Management
• Brand Guidelines Site Management

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Solution Used By International Companies
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Marketing Challenges

• Greater expectations for streamlined operations
• Efficient processes, tight integration with ERP
  and CRM
• Globalization
• Consistent brand communications
• Shrinking Product Life Cycles
• Automation to improve time to market
• Financial Transparency and Sarbanes-Oxley
• Framework for marketing planning and expense
  tracking
• Regulatory Compliance
• Process standardization, formal approvals
• Customer Relationship Optimization
• Campaign optimization and customized customer
  communications (email, websites, SMS, blogs,
  etc.)

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Opportunity for Improvements

• Improvements in decision making process
• Increased transparency and availability of
  marketing information through system based
  Marketing Scorecard, Planning and Budget
  Management
• Faster Time to Market
• Approvals cycle reduced from 14 weeks to 2 weeks
  -Bristol-Myers Squibb
• Reduction of Packaging Process cycle time
• From 16 weeks to 4 weeks - Novartis/Syngenta
• Agency fee reductions
• 1.3M agency fee reductions at Winterthur
• 25 Productivity gain at Clorox
• Reuse of existing assets
• 200K per brand per year Nestlé
• Global Ad consolidation reduces Ad costs by 10
• 1.8M at Winterthur
• Reduction of Brand Identity distribution costs
  and strengthening of Brand Value
• 200K per year per brand - Novartis/Syngenta,
  Mibelle

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Marketing Operations Management
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Marketing Operations Management
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Planning Budgeting
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Strategic Planner
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Strategic Planner - Budgets
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Expense Tracking - Commitments
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Scorecard Measurements and KPI
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Marketing Operations Management
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Marketing Workbench
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Marketing Workbench
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Marketing Workbench - Brief
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Marketing Workbench Project Timelines
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Approvals
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Marketing Operations Management
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Digital Asset Management

• Ease of Search Navigation
• Low-res Previews
• Ease of Download
• Ease of Ingesting assets
• Bulk uploading
• Use of metadata templates
• Single Item Uploading
• Hot folder uploading
• Administrative usability
• Additional Tools
• E-mail Links
• Rendering on demand
• Annotations

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Manage Audit Tracking and Compliance
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Artwork Producer- Search Screen
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Advisory Information
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Graphic and Text Selection
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Order Screen
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Communicate Brand Marketing Info

• Author publish interactive guidelines
• Product sites
• Marketing Intelligence
• without help of interactive/creative agencies!

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Facilitate correct use of Brand Guidelines
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Share Best Practises
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Communicate with Partners
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Marketing Operations Management
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Marketing Dashboard
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Marketing Analytics and Reports
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QuickWin Approach to Implementation

• Proven Methodology
• Rapid Deployment

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Issues with Enterprise Deployments

• Too much up-front information gathering
• Very abstract and unfamiliar activities
• Process Flows, Data Flows, Business System
  Integration,
• Marketing teams have very little experience with
  IT system implementations
• Too many resources used up in software
  acquisition, consulting services and
  customization
• Very little time, energy and money left for user
  adoption

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Classic Software Implementation Approach
Project
Help Desk
Training

• Vendor centric
• Solution centric
• Information centric

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Why are Marketing systems different?

• Introduce new technology to client and their
  suppliers
• e.g. workflow, graphic management, image
  templating
• Often requires changes to practice and process
• technology enables move to best practice
• Changes relationships with suppliers (Agencies)
• gives more control to client
• Pilot is recommended in nearly every case
• Pilot verifies need for site specific changes
• Client often not fully aware of system
  capabilities
• value added benefits offered by informed
  implementation team
• High degree of Change Management
• requires changes from client and their suppliers

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Change Management Critical Success Factors

• User Acceptance
• How will this solution help me?
• Did I have an input in the selection process?
• Will I have a say in the future change
  management?
• User Adoption
• Is it easy to use?
• Are the interactions intuitive?
• Is the data input relevant?
• Does it provide better visibility to my work?
• Does it decrease my workload?

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QuickWin Change Management Process
Analyze Plan
Use Review
Implement
Familiarize
Certify
Roll-out(Train/Coach)
Observe
Fine-tune
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Assetlink Project Organization
Steering Committee (Client, Assetlink)
Project TeamBusiness AnalystProject
Mgr.Business System A. Assetlink
Project Team Client
ClientProgram Mgr.
AssetlinkProgram Mgr.
Technical Team Technical Mgr.Software
Developers Assetlink
Technical Team Client
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Rapid Enterprise Adoption Timeline
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License vs. Subscribe Option

• Software License
• Per server licensing fee with unlimited number of
  users
• Economically beneficial for teams with 200 users
  or more
• Suited for Intranet solutions
• Tighter integration with enterprise business
  systems
• Option for external hosting available
• OnDemand Software as Service
• No investment in hardware, software or networking
  equipment
• No minimum time or minimum number of user
  commitment
• Economically attractive for teams with less than
  200 users

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Why Hire Assetlink?

• Assetlink understands marketing
• Assetlink solution is fine-tuned for Marketing
  Marketing Services Needs
• It is simpler, more intuitive and easy to use
• You are not burdened with the complexity required
  for creative agencies, printers or web content
  management
• Flexible pricing (License Purchase or OnDemand)
• Assetlink sets up experienced project team that
  has implemented together already many solutions
  similar to the one you require
• Assetlink has unique, pragmatic implementation
  methodology specified for marketing organizations
  (unifies Marketing, Agency, Print Production and
  Software Engineering)
• Assetlink has pioneered MRM market since 1997 and
  has implemented many MOM solutions across
  industries
• Assetlink solution goes beyond classic MRM
  functionality to include Marketing Strategy,
  Procurement, Campaign Mgmt., Marketing Analytics,
  Marketing Intelligence, Events Sponsorships,
  Product Launch Mgmt.

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Technical Information
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Assetlink MOM Marketing Suite
Assetlink MOM Marketing Suite
Strategic Planner
Marketing Workbench
Digital Asset Manager
Integrated Campaign Manager
Partner Channel Manager
Product Launch Manager
Marketing Intelligence
Business Events Tradeshows
Assetlink MOM Foundations
Tools
Marketing Web Services
UI Designer
Planning
Budgeting
Expense Tracking
Workflows
DAM
Process Designer
Security
Users
Vendors
Resources
Analytics
Schema Designer
Marketing Process Manager
Marketing Information Manager
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System Configuration

• Options
• Location
• In-house
• ASP Co-located at Service Provider
• Application Management
• In-house
• Outsourced to AssetLink