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White Paper
Building the Business Case
for Operational MarketingWhite Paper
Building the Business Case for Operational Marketing
Table of Contents
Page 1 Introduction
Page 1 What is Operational Marketing?
Page 2 Operational Marketing problems
Page 3 The benefits of Operational Marketing
Page 5 Summarising the benefits of Operational Marketing
Page 5 Developing the Return on Marketing Investment (ROMI) case
Page 6 Conclusion
Page 7 About AlterianWhite Paper
Building the Business Case for Operational Marketing
Introduction . The need to respond more quickly and effectively toThis white paper is designed to provide advice and guidance to increasingcompetition whilst minimising the costs associatedmarketing and IT professionals who are considering making the with the marketing function particularly with the advent of real-case for the purchase and deployment of Operational Marketing. time communications. The need to become more customer focused and customerWhat is Operational Marketing? segment driven (with smaller and smaller segments) whilstOver the past few years many marketing departments have been increasing the speed, flexibility and reliability of executinginvolved in selecting and deploying analytical solutions, building marketing activitiesmarketing databases and implementing campaign management. . The need to manage increasingly complex processes andThese applications have been seen as important to increase activities but raise the visibility, accountability and returnmarketing's knowledge of the customer base and provide tools on marketing investments.to analyse, segment, extract data and to managecommunications to the customer. Many analysts describe these Operational Marketing looks to address all these challenges bytechnologies as 'Analytical CRM' (aCRM). Although aCRM supporting and automating the key processes and capabilitiessolutions are essential in improving the effectiveness of marketing that enhance an organization's ability to manage and optimisecommunications (right customer, right message, right channel, both internal and external marketing resources.right time) they do not help marketing departments manage themarketing process or manage marketing assets and resources. Companies typically invest between 15% and 35% of totalrevenue in marketing but have little or no visibility of theAccording to analyst firm Gartner, who refer to Operational return that this investment has delivered. Senior marketingMarketing as MRM, Operational Marketing applications professionals are therefore under increasing pressure toenhance the marketing function ability to plan, budget, be accountable by demonstrating that marketing deliverscoordinate execution and measure the impact of marketing a positive ROI. Analytical Marketing combined with greaterefforts. Gartner research has found that to date organizations operational efficiency delivered through Operational Marketingthat have implemented Operational Marketing applications have is the solution not only to this challenge, but also to the growingachieved substantial benefits from improvements in efficiency challenges of increased complexity of marketing caused by aand effectiveness primarily because they have replaced primarily richer and more diverse communications mix and channels, themanual, uncoordinated and unstructured marketing processes increasing requirement to comply to legal and best practisebased on office productivity tools rather than specialised guidelines and theneed to show reduction in costs all deliveredmarketing applications. Operational Marketing will help with fewer resources.organizations overcome the growing number of challengesthat they face including:
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Building the Business Case for Operational Marketing
Operational Marketing Problems . Marketing management have little process metrics orAs a result of our assignments with leading organizations all over information to facilitate effective planning and resourcethe world we see the operational problems and issues that are schedulingcommonly present in the marketing department. These problems . The marketing department is organized into silos which,and issues normally fall into the following categories. with poor operational systems and infrastructure, makescollaboration and learning difficultSo what are some of the common problems . Selecting the correct priori... [download for more]
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