Sojourn-2019年营销运营成熟度基准报告（英文）-2019.7-28页.pdf

2019 Marketing Operations Maturity Benchmarking ReportIn association with22019 Marketing Operations Maturity Benchmarking Report1.Table of Figures 32.Executive Summary 4 2.1 Methodology 6 2.2 About Econsultancy 63.Foreword by Sojourn Solutions 7 3.1 About Sojourn Solutions 94.The Roles and Need for Marketing Operations 105.Benchmarking MOPs 12 5.1 Reading the charts 13 5.2 Strategy and leadership 14 5.3 MOPs skills,talent and cross-functional collaboration 16 5.4 Processes for data and lead management 18 5.5 Processes for marketing and ABM 20 5.6 Technology management 22 5.7 Knowing the Customer 246.Key Takeaways 267.Appendix Respondent Demographics 28Contents32019 Marketing Operations Maturity Benchmarking ReportFigure 1.Markets and customers are changing for virtually all B2B companies 11Figure 2.Defining top performers and the mainstream 13Figure 3.Marketing alignment with key business outcomes 14Figure 4.Sales and marketing alignm 14Figure 5.Effectiveness of marketing leadership in managing change 15Figure 6.MOPs has the necessary knowledge and skills 16Figure 7.MOPs alignment with the wider organization 16Figure 8.MOPs talent management 17Figure 9.Data management process efficacy 18Figure 10.Lead management process efficacy 18Figure 11.Funnel management process efficacy 19Figure 12.Measurement process efficacy 19Figure 13.Campaign management process efficacy 20Figure 14.Demand generation process alignment 20Figure 15.Use of account based marketing(ABM)21Figure 16.Use of campaign performance optimization 21Figure 17.Technology management process efficacy 22Figure 18.Technology staffing process efficacy 22Figure 19.Vendor management process efficacy 23Figure 20.Customer knowledge process efficacy 24Figure 21.Buying journey process efficacy 24Figure 22.Persona management process efficacy 251.Table of Figures42019 Marketing Operations Maturity Benchmarking Report2.Executive SummaryMarketing operations(MOPS)has developed to balance the instability,complexity and rapid change that define modern marketing.High performing companies rely on their operations function to provide the foundation from which the rest of the marketing division can operate.The 2019 Marketing Operations Maturity Benchmarking Report looks at what businesses have achieved in marketing operations and where there is room to develop.This report was produced by Econsultancy in partnership with Sojourn Solutions,and is based on a survey of 171 senior executives familiar with marketing operations,at business to business companies with 2018 revenues in excess of$250 million.Throughout this report,respondents are divided into top performers,the one-third of organizations that reported having exceeded their top 2018 marketing goal and the mainstream,comprising the remaining two-thirds of the sample.Their common priorities can help leaders identify where to invest time and money.Their differences highlight the effects and importance of marketing operations initiatives.The studys benchmarks fall into the categories of strategy,talent/skills,processes for data/leads,processes for marketing,technology and customer knowledge.52019 Marketing Operations Maturity Benchmarking ReportSelected findingsAlso in the 2019 Marketing Operations Maturity Benchmarking ReportThe last decade has seen an important shift in B2B marketing,with 69%saying that their goals are aligned with key financial outcomes.But strategic alignment can fray in practice.Positive evaluation of sales and marketing alignment,falls to under 50%for most companies.Only about two in five mainstream respondents give a positive evaluation of the knowledge and skills required to support MOPs functions.Less than one in ten mainstream companies can predict revenue with a high degree of accuracy based on their funnel management process.Even when we include those companies that say they are mostly able to do this,the figure only rises to 38%.Multi-channel marketing process design is complex and challenging;only about one in four organizations feels that their processes for planning,executing,measuring and optimizing campaigns across channels are sufficient.Only 39%of mainstream companies report having strong processes to help identify the technologies necessary to their marketing goals.This is remarkable in a phase of marketing development that is so strongly linked to customer data and real-time response.Customer knowledge is an important area of strength among top performing companies with the largest share of top ratings in the study.However,fewer than 50%of mainstream give their organizations passing grades.With the rising emphasis on customer experience across B2B sectors,this is a significant area of disadvantage.Lessons and recommendations from the findings The role of the buyers journey The challenge of staffing for technology Use and proficiency in account-based marketing Lead and funnel management benchmarks62019 Marketing Operations Maturity Benchmarking Report2.1 MethodologyThe 2019 Marketing Operations Maturity Benchmarking Report was commissioned by Sojourn Solutions and executed by Econsultancy.It is based on findings from an online survey fielded in Q1 of 2019 to select third-party and Econsultancy lists which garnered 171 qualified respondents in North America and the United Kingdom.Participants from third party lists were offered an incentive for their time.The study focused on senior executives,with 34%of respondents at the SVP level or above and 93%at a Director level or above.The study only looked at companies that conduct B2B marketing,with revenues above$250MM in 2018.Thirty-eight percent reported revenues over$1B.To qualify,respondents had to be members of the marketing operations team(MOPs)or be very familiar with the function.2.2 About EconsultancyEconsultancys mission is to help its customers achieve excellence in digital business,marketing and ecommerce through research,training and events.Founded in 1999,Econsultancy has offices in New York,London and Singapore.Econsultancy is used by over 800,000 professionals every month.Subscribers get access to research,market data,best practice guides,case studies and elearning all focused on helping individuals and enterprises get better at digital.The subscription is supported by digital transformation services including digital capability programs,training courses,skills assessments and audits.We train and develop thousands of professionals each year as well as running events and networking that bring the Econsultancy community together around the world.Subscribe to Econsultancy today to accelerate your journey to digital excellence.Call us to find out more:New York:+1 212 971 0630 London:+44 207 269 1450 Singapore:+65 6653 191172019 Marketing Operations Maturity Benchmarking Report3.Foreword by Sojourn Solutions82019 Marketing Operations Maturity Benchmarking ReportFor todays marketing operations teams,there are so many exciting opportunities to improve,as our survey of 171 B2B marketing operations leaders makes clear.This report,written in partnership with Econsultancy,shows that a marketing operations teams performance can have a profound and positive impact on a companys overall performance.Marketing operations delivers value in so many ways that go beyond just buying and implementing“cool”new martech.The role is to equip the entire marketing team and ensure best practice across the department.Top-performing marketing operations teams deploy the right martech,but also have a clear strategy and roadmap,effective data management,the right processes,change management capabilities,and data-enabled customer-centricity that allows them to drive ROI.Our report makes it clear that marketing still comes down to knowing your customers and effectively leveraging that knowledge in order to engage and convert them.Marketing operations is about orchestrating all of those marketing operations pillars in exactly the right sequence and with the right emphasis for the individual organization.And yes,thats challenging to accomplish!Along with opportunities to enhance marketing operations maturity,the demands on marketing operations teams continue to become more complex every day.Marketers lives in a landscape of accelerating change,much of it driven by evolving customer behaviors and emerging technologies.The overwhelming majority of the 171 B2B marketing operations leaders surveyed described the changes in their markets or customers as either profound or significant.So accommodating change,whether from technology or customers or other factors,is simply essential.By Rebecca Le Grange and Dan Vawter,Managing Partners,Sojourn Solutions92019 Marketing Operations Maturity Benchmarking ReportTheres massive opportunity to improve,even among the highest-performing teams.Unlocking that potential and enhancing marketing operations maturity will require smashing silos that keep your systems and organization from working cross-functionally,building capabilities in accessing,sharing and leveraging data,aligning marketing with sales and other business areas,developing effectiveness in change management,and having great processes to implement the“right”(not just more)martech to address your dynamic needs.Why should you consider focusing on and addressing the many areas for performance improvement our report covers?First,because marketing operations is a key strategic area and you want a seat at the C-suite table,especially when it comes to decision-making and budgeting.When youre able to show convincing data on your own marketing effectiveness,you can talk the ROI-driven language of business,which boosts your credibility,your influence,and your career.Second,and even more importantly,because you want to drive marketing ROI,using your data to drive peak performance in your marketing operations,and thereby creating better customer experiences.Are you ready to optimize on what you do?If so,reading our report is a great place to start the journey.3.1 About Sojourn SolutionsSojourn Solutions mission is to help B2B marketing organizations drive and measure peak performance results while aligning strategy,people,process,customers,and marketing technology.Founded in 2015-with industry experience dating back to 2005-Sojourn Solutions has teams in the United States,Canada,United Kingdom,and Poland.As a leading marketing operations consultancy Sojourn Solutions is deeply invested in the success of our customers,partnering with them to provide the latest in proven consulting services,solutions,training,and hands-on support.We help hundreds of customers each year with projects covering marketing automation platforms,marketing attribution analysis,data management,and web applications.To learn more about Sojourn Solutions,visit our website.Contact Sojourn Solutions:o 321.732.4645e w https:/ Marketing Operations Maturity Benchmarking Report4.The Roles and Need for Marketing Operations112019 Marketing Operations Maturity Benchmarking ReportThe demands on marketing have expanded steadily in the digital age.As increased customer choice required more of brands,they looked to marketing as the shepherd of new ways of listening to and serving their markets.In turn,marketers required the tools and resources to understand and cater to those needs.Over time,marketing became a focus of technology and capabilities that have grown its remit to include expertise in strategy,change management,data,technology and above all,knowing the customer.The shifts in customer behavior that began with the consumer device revolution of the 1990s havent slowed.Among the large B2B companies in this study,two-thirds report that they are currently experience profound or significant changes in their markets and/or customers.Marketing operations(MOPS)has developed to counter the instability and complexity that defines modern marketing.As well see throughout these findings,top performing companies rely on MOPS to provide the foundation from which the rest of the marketing division can operate.This study examines six key areas of marketing operations;Marketing leadership MOPS skills Data management Marketing processes Technology management Customer knowledgeFigure 1:Markets and customers are changing for virtually all B2B companiesTo what degree is your organization experiencing changes in customer behavior and other market conditions?20%44%28%7%1%Profound changes in our markets/customersSignificant changes in our markets/customersSome changes in our markets/customersMinimal changes in our markets/customersNo changes in our markets/customersN=164122019 Marketing Operations Maturity Benchmarking Report5.Benchmarking MOPs132019 Marketing Operations Maturity Benchmarking Report5.1 Reading the chartsThroughout this report,respondents have been broken into two groups;top performers are the one-third of organizations that reported having exceeded their top 2018 marketing goal.The mainstream represents the remaining two-thirds of the sample.over 40%report that content workflow,production and approvals are challenging.Throughout the findings,the differences between these groups are stark and consistent.While they cant establish a causal relationship,the regularity of the correlations is striking.In measure after measure,the marketing operations function is better equipped and higher functioning at more successful organizations.As readers consider their own organizations and compare them to these groups,the first question is to frankly ask“Where are we today?”The natural follow-up for executive leadership is“Where should we go tomorrow?”But its the role of the marketing operations professional is to ask the hardest question“How do we get there(and how do we pay for it)?”Figure 2:Defining top performers and the mainstreamThinking about fiscal year 2018,how did your marketing organization perform against its top business goal?3%7%23%35%16%17%Dont knowMarketing missed its top 2018 by a significantmarginMarketing missed its top 2018 business goalby a narrow marginMarketing met its top 2018 business goalMarketing narrowly exceeded its top 2018business goalMarketing significantly exceeded its top 2018business goalTop PerformersMainstreamN=155142019 Marketing Operations Maturity Benchmarking Report5.2 Strategy and leadershipThe last decade has seen an important shift in B2B marketing.Today,most marketers report that marketing is aligned with key financial outcomes the strategic goals of marketing and the wider organization are in lock step.However,its evident in most of the benchmarks in this report that strategic alignment frays as it plays out in practice.In the real world,most companies are challenged to overcome traditional boundaries between divisions,tame their data and shepherd marketing into the era of customer experience led growth.Positive sales and marketing alignment,for example,falls to under 50%for mainstream companies.By contrast,top financial performers are largely confident that sales and marketing share financial