Author: Phillip Chen
I stumbled upon a funny Venn diagram a while ago that made me laugh- it stereotypes what makes up a “perfect man.” And, it made me think: since we’re always searching for perfection in every area of our lives, what would the equivalent diagram of a “perfect marketing team” look like?
So, I did a little daydreaming, and a little brainstorming and came up with, drum roll please, the Marketing Trifecta, a perfectly organized, marketing dream-team:
Any well thought out, engaging, integrated marketing plan comes from a well-organized team. Here are the roles I think are critical for success (or, perfection):
Play Owners are your strategists. They “own” the 4P’s – Price, Placement, Promotion, and Product. The Play Owners manage the budget, get approval on programs and campaigns, and determine the right content and messaging. They decide how you should position yourself to a particular audience and define the right marketing mix.
Campaign Managers are in charge of all your channels, from webinars to PPC, and social. You can have a Campaign Manager own a specific channel, like social, but I would probably recommend that you have campaign managers who support individual play owners. Each approach has its pros and cons, but the main reason I recommend the latter because it offers more project variety and prevents boredom, for the Campaign Manager. In my experience, I’ve noticed the turnover for these roles is higher when people are too specialized, and focused on only one channel. If a Campaign Manager owns multiple channels, he or she has more variety to their work and is responsible for executing webinars, emails or eBooks. As a team, Campaign Managers, should collaborate, train and share best practices and identify which channels do and don’t work for certain audiences. Additionally, they are responsible for comparing the performance of one audience on one channel relative to another.
MOPS or Marketing Operations is your center of excellence. They review campaigns before they go out to catch any mistakes and make sure the campaign reflects best practices. Let’s be real- they are lifesavers- they ensure that programs are operationally efficient, and they fix things that end up having issues. MOPS is also in charge of reporting, helping you tie your programs to revenue, which is vital to any marketing team’s success
Shared Responsibilities and Interactions
So how do these stakeholders interact with each other? Most organizations have some version of these roles on their team but may be missing coordination among the different teams. There are shared responsibilities and interactions that need to happen in order to have a marketing team run smoothly, and produce amazing results.
Execute: Play owners should work closely with campaign managers to execute their visions and strategies. This ensures the consistency of messaging across different channels.
Quality Assurance: MOPS should review the work of campaign managers to make sure that campaigns are at the expected level of excellence and to identify and fix anything that went wrong with the campaigns.
Reporting: MOPS should then provide reporting back to the play owners, so they have a sense of what worked well and what didn’t.
Plan: The last and most important piece to creating “marketing perfection” is a collaboration of all three teams to plan the acquisition of a market. Play owners can provide the vision, but channel owners can balance that vision. They share what is and isn’t effective from a channel perspective, and they have comparison data on play owners are performing in a channel. Using that data, they can recommend which mediums might work best for a play owner. MOPS plays a key role in the planning stage by providing reports on what worked and what didn’t and help the team create a strategic plan that effectively utilizes the correct channels based on data and analytics.
So, that’s my dream team, but I would love to know: how is your marketing team organized? Does it align with my “perfect” team in any way? And, what does your ideal marketing trifecta would look like? Please let me know what you think in the comments below.
Your Dream Team: The Marketing Trifecta was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com