Marketing operations management

Marketing
Key concepts
Product marketing · Pricing Distribution · Service · Retail Brand management Account-based marketing Ethics · Effectiveness · Research Segmentation · Strategy · Activation Management · Dominance Marketing operations
Promotional content
Advertising · Branding · Underwriting Direct marketing · Personal sales Product placement · Publicity Sales promotion · Sex in advertising Loyalty marketing · SMS marketing Premiums · Prizes
Promotional media
Printing · Publication · Broadcasting Out-of-home advertising · Internet Point of sale · Merchandise Digital marketing · In-game advertising In-store demonstration · Word-of-mouth Brand ambassador · Drip marketing · Visual merchandising
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Marketing Operations Management (MOM) is a version of end to end marketing optimization, from planning and budgeting, through marketing content management, to global marketing execution and analysis.

It is characterized by an attempt to achieve measurable and trackable Return on Marketing Investment (ROMI), and, as a means of achieving that, creating a marketing dashboard, leading to improved marketing effectiveness. The concept of the marketing dashboard is that a marketing executive, or indeed any employee of an organization, can log in to a system which shows the status of all ongoing marketing activities — showing 'fuel consumption' (spending), 'speed' (sales) and various other metrics in the automotive analogy. The Marketing Resource Management (MRM) industry, including software vendors with integrated solutions who provides the software infrastructure to assist organizations with their Marketing Operations Management. This forms the technology backbone to the essential alignment of people, process and technology that is critical to an effective Marketing Operations Management strategy.

See also

• Digital Asset Management
• Commercial Operations Management
• Enterprise Marketing Management
• Marketing Collateral
• Marketing management
• Marketing operations
• Marketing Resource Management
• Demand chain

References

• http://www.globalmarketingops.com/ - Lionbridge (NASDAQ:LIOX) provides best practice information on managing marketing operations in a global context
• http://blog.lionbridge.com/marketing/2011/10/28/marketing-operations-management-digital-channels-1-difference/
• http://www.idc.com/getdoc.jsp?containerId=IDC_P7136 - IDC's CMO Advisory Service provides marketing executives and their operations counterparts with deep research and industry wide best practices to plan program and people investments, prepare marketing operations, mobilize resources, and measure results.
• http://www.moccabayarea.org/ - MOCCA: Marketing Operations Cross Company Alliance – a professional network for marketing operations professionals