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Informative Articles

Are You Marketing With A Deaf Ear?
Can you imagine having a phone conversation where you couldn't hear what the person at the other end was saying? You would have difficulty getting much done and you certainly couldn't tailor your response to their needs and interests. Yet this...
Differentiation -- Smart Marketing Strategies for the Solo Entrepreneur
Are you ever frustrated or hesitant when you talk to prospective customers because you can’t readily explain why they should come to you rather than go to your competitors? Sure, you might have your 30-second elevator speech, but then they ask you...
Internet Marketing Strategy Is Working For SMB's
According to the ISP Interland's Summer 2005 Small and Medium-sized Business Barometer, SMB's are getting a return from their Internet marketing strategy - company websites are providing valuable leads and sales. 57 percent of business leaders...
There’s More to Marketing ROI (return on investment) Than Meets the Eye
All too often people look at marketing ROI in terms of response rate: in other words, “I sent out 10,000 pieces of direct mail and only got 39 responses which is terrible.” This is wrong think. When it comes to marketing ROI, you have to realize...
Use Hands-on Marketing to Sell Like Crazy
I have a neighbor who, last year, started her own house-cleaning service. Paula had been living on a shoe-string for years, and now that her children had all reached school age, she decided she needed to enter the workforce. She was looking for...
 
Marketing Operations Elevates Communications & PR Pros

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:

• 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);
• 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);
• 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
• replicate successful marketing programs so marketing best practices are institutionalized (and you aren't).


About the Author

Gary M. Katz, APR, is president and CEO of CommPros Group (www.commprosgroup.com), 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.

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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