Marketing Operations Management

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Marketing OperationsManagement

• The Science of Marketing

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Assetlink Background

• Mission Enable Global 2000 companies to
• Achieve Marketing Efficiencies
• Improve Marketing Effectiveness and ROI
• Communicate Business Impact of Marketing
• Marketing Operations Management (MOM) is an
  enterprise software solution for managing
• Marketing Strategy Planning, Budgeting
  Procurement
• Project Management related to Product Launch
  Packaging, Advertising Direct Mail Campaigns,
  Sponsorships Events
• Digital Asset Management Brands, Collateral,
  Market Intelligence
• Marketing Analytics Efficiency and
  Effectiveness Tracking
• Assetlink MOM is deployed at 30 Global 2000
  enterprises
• Assetlink has operations and customers in Europe,
  North America and Asia Pacific (including
  Australia)
• Assetlink is 7 years old, privately held and
  profitable

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Full Service Offering

• Business Consulting Services
• Marketing Performance Measurement Framework
• Marketing Process Reengineering
• Implementation Services
• Project Management for AL MOM solution deployment
• Training
• Software Customization and Enterprise System
  Integration
• IT / Hosting Services
• Software Installation Performance Tuning
• On-line Hosting
• Application Administration
• Marketing Operations Services
• Global Artwork Management
• Brand Guidelines Site Management

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Customers
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Marketing Challenges Solutions

• How EFFICIENT is my marketing execution?
• Who cares Directors of Marketing Services
  functions
• Solutions Digital Asset Management (DAM)
  Workflow Management Procurement
• How EFFECTIVE is my marketing?
• Who cares VP of Marketing / Chief Marketing
  Officer
• Solutions Strategy Planning Budget Mgmt
  Procurement Workflow DAM
• What is the BUSINESS IMPACT of marketing?
• Who cares Everyone! (CEO, CFO, COO, CMO, CIO, VP
  of Sales, VP of Customer Support, )
• Solutions MRM Marketing Functions-specific
  Solutions Brand Mgmt Marketing Analytics
  Integration with ERP, CRM SCM

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Opportunity for Improvements

• Faster Time to Market
• Approvals cycle reduced from 14 weeks to 2 weeks
  -Bristol-Myers Squibb
• Reduction of Packaging Process cycle time
• From 16 weeks to 4 weeks - Novartis/Syngenta
• Agency fee reductions
• 1.3M agency fee reductions at Winterthur
• 25 Productivity gain at Clorox
• Reuse of existing assets
• 200K per brand per year Nestlé
• Global Ad consolidation reduces Ad costs by 10
• 1.8M at Winterthur
• Reduction of Brand Identity distribution costs
  and strengthening of Brand Value
• 200K per year per brand - Novartis/Syngenta,
  Mibelle

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Marketing Operations Management
Planning
Objectives Strategy Plans Budgets
Execution
Analysis
Assetlink MOM
Marketing Workflow Orders Bids Expense Tracking
Track Results Reports Dashboards Triggers
Content
Search Retrieve Customize Publish Distribute
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Why Hire Assetlink?

• Assetlink solution is fine-tuned for Global 5000
  Marketing
• It is simpler, more intuitive and easy to use
• You are not burdened with the complexity required
  for creative agencies, printers or web content
  management
• Assetlink sets up experienced project team that
  has implemented together already many solutions
  similar to your Company (RBC, CSFS, TXU, National
  Australia Bank, Nestlé, Godiva, Syngenta)
• Assetlink has unique, pragmatic implementation
  methodology specified for marketing organizations
  (unifies Marketing, Agency, Print Production and
  Software Engineering)
• Assetlink has pioneered MRM market since 1997 and
  has implemented many MOM solutions across
  industries
• Assetlink solution goes beyond classic MRM
  functionality to include Marketing Strategy,
  Procurement and Marketing Analytics

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Assetlink MOM Solution

• Modular
• Web-based
• Customizable
• Secure

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Marketing Operations Management
Execution
Analysis
Assetlink MOM
Marketing Workflow Orders Bids Expense Tracking
Track Results Reports Dashboards Triggers
Content
Search Retrieve Customize Publish Distribute
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Strategy Planning
Marketing Scorecard
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Strategy Planning

1. Translate business objectives (e.g. Revenue) to
   relevant marketing objectives (e.g. Inquiries,
   Considerations, Customer Acquisition, etc.) in
   terms of Key Performance Indicators (KPI).
2. Communicate Marketing Scorecards consisting of
   applicable KPIs to each business/market unit.
3. Build a high-level Marketing Strategy consisting
   of (Market Analysis, SWOT Analysis, Competitive
   Analysis, Marketing Mix and Communications Plan,
   etc.) using pre-defined Marketing Strategy
   templates.
4. Define tactical Marketing Programs and Integrated
   Campaigns including schedules, sources of funds,
   top-down budgets, associated marketing objectives
   and expected results.
5. For each Marketing Program or Integrated Campaign
   define communications channel specific marketing
   activity and associated schedules and budgets.

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1. Translate Business Objectives to Mkt. KPI
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2. Communicate Marketing Scorecard
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3. Build High-level Marketing Strategy
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4. Define Tactical / Operational Plan
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4. Define Tactical / Operational Plan (contd.)
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5. Manage Marketing Activity
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5. Manage Marketing Activity
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5. Expense Tracking
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5. Expense Tracking - Commitments
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5. Expense Tracking - Invoices
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Marketing Operations Management
Planning
Objectives Strategy Plans Budgets
Analysis
Assetlink MOM
Track Results Reports Dashboards Triggers
Content
Search Retrieve Customize Publish Distribute
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Marketing workflow management
Request
Project Initiation Coordination
Deliverables Tasks
Deliverables Tasks
Deliverables Tasks
Deliverables Tasks
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Workflow Manager - Brief
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Workflow Manager Project Timelines
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Approvals Manager Setup Route
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Approvals Manager Review and Approve
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Manage Vendors and Warehouses

• General information
• Agreements (attachment/text field)
• Discount schema
• Total revenue
• Vendor analysis

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Manage Orders
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Manage Orders
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Manage Inventory
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Order Collateral

• Promotion Toolbox

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Order Collateral

• Ordering Print Material

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Order Collateral

• Order Form

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Order Collateral

• Ordering Photos

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Order Collateral

• Rights Management Usage Control

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Order Collateral

• Ordering Merchandise

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Marketing Operations Management
Planning
Objectives Strategy Plans Budgets
Execution
Analysis
Assetlink MOM
Marketing Workflow Orders Bids Expense Tracking
Track Results Reports Dashboards Triggers
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Digital Asset Management

• Ease of Search Navigation
• Low-res Previews
• Ease of Download
• Ease of Ingesting assets
• Bulk uploading
• Use of metadata templates
• Single Item Uploading
• Hot folder uploading
• Administrative usability
• Additional Tools
• E-mail Links
• Rendering on demand
• Annotations

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Advert Creation - Order Process
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Advert Creation - Order Process
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Advert Creation Select Template
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Advert Creation Customize Text Graphics
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Communicate Brand Marketing Info

• Author publish interactive guidelines
• Product sites
• Marketing Intelligence
• without help of interactive/creative agencies!

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Marketing Operations Management
Planning
Objectives Strategy Plans Budgets
Execution
Assetlink MOM
Marketing Workflow Orders Bids Expense Tracking
Content
Search Retrieve Customize Publish Distribute
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MOM Foundation - Marketing Dashboard
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MOM Foundation - Admin Tools Utilities

• User admin
• Authentication Access policy
• Audits Reports
• Definition Configuration of search
  criteria/business info
• Admin reports system controlling

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Marketing Analytics Reports
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Back-up Slides
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Secure System Configuration
Internet

• Options
• Location
• In-house
• ASP Co-located at Service Provider
• Application Management
• In-house
• Outsourced to Assetlink

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Marketing Operations Management
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MOM Information Model