Executional
Process and Insight Areas
|
Decisions
CMOs Must Make
|
Information
Sources Required for Decisions
|
Analytical
Capabilities Required for Analysis
|
Analysis
Feeds These Business Apps
|
Customer Life Cycle Management
|
Identify customers and customer segments to acquire, retain,
grow or allow to leave.
|
· Customer database or data warehouse (e.g., demographic,
psychographic, life stage, life cycle, profitability and product/service
data)
·
Third-party customer data (e.g., demographic, psychographic,
lifestyle and life stage data)
·
Transactional systems (e.g., interaction data)
·
Social media data
|
·
Customer segmentation
·
Customer profitability analysis
·
Predictive modeling for opportunity
·
Retention and attrition analysis
·
Customer profiling and psychometric analysis
·
Social analytics to identify customer wants and needs
·
Reporting and analysis on customer segments or targeted groups
(profitability, retention, growth)
|
·
Marketing dashboards and performance management solutions
·
Campaign management
·
Contact center desktop agent
·
Sales force automation
·
Operational data store or customer hub
|
Customer Program Management
|
Identify customers for retention, loyalty and rewards
programs.
|
·
Customer database or data warehouse (e.g., profitability,
loyalty, rewards data)
·
Loyalty database or loyalty providers
·
Transactional systems (e.g., interaction data)
·
Social analysis
|
·
Customer profitability analysis
·
Predictive modeling for retention and opportunity
·
Customer profiling and psychometric analysis
·
Customer satisfaction and loyalty analyses/indices
·
Sentiment analysis
·
Social media monitoring
|
·
Marketing dashboards and performance management solutions
·
Loyalty systems
·
Campaign management
·
Contact center desktop agent
·
Sales force automation
·
Operational data store or customer hub
·
Customer advocacy platforms (e.g., social media or
communities)
|
Multichannel Campaign Management
|
Determine appropriate channels, execute high-performing
campaigns, measure campaign performance and optimize campaign mix.
|
·
Campaign database (e.g., campaign type, channels, customer
segments targeted)
·
Customer database (e.g., demographic, psychographic, life
stage, life cycle, profitability, product/service data)
·
Channel(s) data (e.g., customer response to campaign data)
·
Third party customer data (e.g., demographic, psychographic,
lifestyle, life stage data)
·
Marketing services providers (e.g., prospect data or lists)
·
Transactional or interaction data for event-triggering
·
Social media data
|
·
Customer segmentation
·
Predictive modeling to identify opportunities
·
Modeling for event triggers
·
Customer profiling
·
Campaign tracking and measurement
·
Web/contact center analytics for inbound marketing
·
Campaign, channel and offer optimization
·
Text mining for social media
|
·
Marketing dashboards and performance management solutions
·
Campaign management
·
Contact center desktop agent
·
Sales force automation
·
Social media (e.g., Facebook, Twitter, LinkedIn)
·
E-commerce
·
Email marketing services providers or systems
·
Direct mail services
·
Customer statements
·
Operational data store or customer hub
|
Creative Advertising Campaigns
|
Determine appropriate media and content, support media
planning and buying, execute advertising campaigns, measure media and
campaign performance, optimize media mix.
|
·
Creative agencies (e.g., creative costs, media buy and
performance information)
·
Interactive or digital agencies (e.g., costs and performance
data)
·
Media buying outlets (e.g., costs and performance data)
·
Internal advertising departments (e.g., costs, resource and
performance data)
·
Media data sources
|
·
Media planning and buying analytics
·
Media measurement
·
Media mix optimization
|
·
Marketing dashboards and performance management solutions
·
Media planning tools
·
Agency-based solutions
·
Digital media (e.g., Web, mobile and social)
·
Search marketing
|
Promotions Management
|
Develop, plan, execute and measure promotional activities
including in-store promotions and promotions via distributors and other
partners.
|
·
Trade promotion systems
·
CRM systems
·
Marketing systems
·
Point of sale (POS) and store systems
·
Market data
|
·
Promotion planning
·
Demand forecasting
·
Promotion measurement
·
Pricing analysis
·
Revenue/sales and margin analysis
·
Pricing and promotion optimization
|
·
Marketing dashboards and performance management solutions
·
Trade promotion systems
·
POS systems
·
Operational data store or customer hub
|
Market Management
|
Determine appropriate market opportunities across various
geographies and countries, plan and execute market strategies, measure market
success.
|
·
Market data (external or internal)
·
Competitive intelligence systems
·
Customer data warehouse
·
CRM systems
·
Transactional systems
·
Third-party customer data
|
·
Market analysis
·
Scenario simulation
·
Demand forecasting
·
Measurements of customer acquisition and revenue growth within
region or country
|
·
Marketing dashboards and performance management solutions
·
Marketing resource management (MRM) solutions
·
Operational planning systems or corporate performance
management (CPM) solutions
·
Campaign management systems
|
Competitive Intelligence
|
Determine primary competitors, develop and execute competitive
campaigns, measure competitive position.
|
·
Competitive intelligence systems (e.g., competitive data for
market share, revenue, customers, marketing budgets)
·
Market data
·
Sales automation systems
|
·
Competitive analysis
·
Demand forecasting
|
·
Marketing dashboards and performance management solutions
·
Competitive intelligence systems
·
Operational planning systems or CPM solutions
|
Lead Management
|
Align marketing and sales to develop a more effective lead
generation and management program, and measure lead process.
|
·
Marketing or campaign system (e.g., lead generation, lead
qualification, lead routing and lead close data)
·
Sales automation systems or database (e.g., conversion rates
and associated revenue)
·
Third-party customer or market data (e.g., prospecting data or
lists)
·
E-commerce and social media (lead generation sources)
|
·
Opportunity analysis
·
Lead scoring and nurturing
·
Lead prioritization and optimization analysis
·
Lead process measurement
·
Web analytics
·
Social analytics
|
·
Marketing dashboards and performance management solutions
·
Campaign management
·
Sales force automation
·
Contact center desktop agent
·
E-commerce
·
Email marketing systems or services providers
|
Event Management
|
Develop, plan, execute and measure physical and online events.
|
·
Marketing systems (e.g., campaign and promotion data; lead
generation and qualification data)
·
Sales systems (e.g., conversion rates and associated revenue)
·
Registration systems (e.g., interest, attendance, show floor
traffic)
·
Social media data
|
·
Event planning
·
Lead generation measurement
·
Lead close measurement
·
Revenue generation measurement
·
Event resource optimization
·
Social media monitoring and analysis for reaction to event
|
·
Marketing dashboards and performance management solutions
·
Sales force automation
·
Campaign management
|
Table 1. CMO Insight and Analysis for Executional Processes
|
Source: Gartner (February 2012)
Operations
Process and Insight Areas
|
Decisions
CMOs Must Make
|
Information
Sources Required for Decisions
|
Analytical
Capabilities Required for Analysis
|
Analysis
Feeds These Business Apps
|
Financial Management
|
Budget for marketing campaigns and programs.
Track and manage budget forecasts, committed budgets and
actual expenditures.
|
·
MRM solutions (e.g., cost and financial data, agency spending,
budget information)
·
Marketing systems (e.g., campaign, promotion, event and
programs planned)
·
Finance and procurement systems
·
External agencies and vendors (e.g., supplier costs)
|
·
Budgeting
·
Financial analysis
·
Budget resource optimization
|
·
Marketing dashboards and performance management solutions
·
MRM solutions
·
Finance and CPM solutions
·
Procurement systems
·
Integrated marketing management and campaign management
systems
|
Strategic Planning
|
Develop strategic plans, and execute the marketing strategy
across the entire marketing mix of campaigns and programs.
Align marketing goals with business objectives.
Measure marketing performance, and optimize marketing mix.
|
·
MRM solutions
·
Campaign management systems
·
Sales automation systems
·
Channel systems
·
Media buying outlets
·
Third-party market and customer data
·
Product and transactional systems
·
Agencies and other marketing vendors
·
Local marketing and partners
·
Financial and CPM systems
·
Operational systems
·
Sales systems
|
·
Scenario planning and simulation
·
Forecasting
·
Measurement and reporting
·
Marketing mix optimization
·
Operational and revenue analysis for business goal analysis
·
Return on marketing investment analysis
·
Balanced scorecard metrics
|
·
Marketing dashboards and performance management solutions
·
MRM solutions
·
CPM solutions
·
Integrated marketing management and campaign management
systems
|
Resource Planning
|
Plan and allocate human resources based on required skills to
support strategic marketing plan.
|
·
MRM solutions (e.g., cycle time, time to complete tasks,
skills and team data)
·
HR systems (e.g., recruiting, training, hiring data)
·
External agencies and vendors (e.g., work and skills
outsourced)
|
·
Skills analysis
·
HR planning
·
HR optimization
|
·
Marketing dashboards and performance management solutions
·
MRM solutions
·
HR systems
·
Integrated marketing management and campaign management
systems
|
Project Management
|
Manage marketing projects from idea to execution for programs,
campaigns, creative work and product launches.
|
·
MRM solutions (e.g., cycle time and task data)
·
Campaign management systems (e.g., campaigns planned)
·
Agencies
·
Compliance and regulatory systems (e.g., team members, reviews
and approvals tracking and auditing)
|
·
Cycle time analysis
·
Alerting for overdue or upcoming tasks
·
Compliance monitoring and auditing
|
·
Marketing dashboards and performance management solutions
·
MRM solutions
·
Integrated marketing management and campaign management
systems
|
Marketing Fulfillment
|
Manage brand compliance, measure content usage and
effectiveness, and customize or localize content.
|
·
MRM solutions (e.g., content usage and effectiveness, template
usage, reuse data)
·
Local or field marketing systems (e.g., usage data)
·
Partner systems (e.g., usage data)
·
Agencies (e.g., cost and distribution data)
|
·
Brand compliance monitoring
·
Content usage analysis
·
Dynamic content customization or localization
·
Language and currency translation analysis
·
Personalization
|
·
Marketing dashboards and performance management solutions
·
MRM solutions
·
Sales force automation or sales content management systems
·
Partner relationship management (PRM) or partner systems
·
Campaign management
·
Lead management systems
·
Print vendor systems
·
Media outlets
|
Marketing Asset and Content Management
|
Store and reuse content.
|
·
MRM solutions (e.g., percentage of content in repository,
content update data, reuse data)
·
Digital asset management (DAM) or enterprise content
management (ECM) systems
·
Agencies (e.g., cost data)
|
·
Asset and content reuse analysis
·
Agency spending analysis
|
·
Marketing dashboards and performance management solutions
·
MRM solutions
·
DAM or ECM repositories
·
Integrated marketing management and campaign management
systems
|
Table 2. CMO Insight and Analysis for Operational Processes
|
Source: Gartner (February 2012)
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