Marketing Operations Management

The Science of Marketing

Marketing Operations Management 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

Marketing Operations Management The Science of Marketing

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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 Nestl

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

Objectives Objectives Strategy Strategy Plans & Budgets Plans & Budgets

Track Results Track Results Reports Reports Dashboards Dashboards Triggers Triggers

Assetlink MOM

Marketing Workflow Marketing Workflow Orders & Bids Orders & Bids Expense Tracking Expense Tracking

Search & Retrieve Search & Retrieve Customize Customize Publish & Distribute 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, Nestl, 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

Marketing Operations Management The Science of Marketing

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Assetlink MOM Solution

Modular Web-based Customizable Secure

Marketing Operations Management The Science of Marketing Assetlink Confidential

Marketing Operations Management

Objectives Objectives Strategy Strategy Plans & Budgets Plans & Budgets

Track Results Track Results Reports Reports Dashboards Dashboards Triggers Triggers

Assetlink MOM

Marketing Workflow Marketing Workflow Orders & Bids Orders & Bids Expense Tracking Expense Tracking

Search & Retrieve Search & Retrieve Customize Customize Publish & Distribute Publish & Distribute

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Strategy & Planning

Marketing Scorecard Marketing Scorecard

Marketing Strategy Marketing Strategy

Marketing Plan Marketing Plan

Integrated Integrated Campaign Campaign

Expense Expense Tracking Tracking (Budget Manager) (Budget Manager)

Marketing Activities Marketing Activities

Workflow Workflow Automation Automation (Workflow Manager) (Workflow Manager) Marketing Operations Management The Science of Marketing Assetlink Confidential

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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). Communicate Marketing Scorecards consisting of applicable KPIs to each business/market unit. Build a high-level Marketing Strategy consisting of (Market Analysis, SWOT Analysis, Competitive Analysis, Marketing Mix and Communications Plan, etc.) using predefined Marketing Strategy templates. Define tactical Marketing Programs and Integrated Campaigns including schedules, sources of funds, top-down budgets, associated marketing objectives and expected results. 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

Objectives Objectives Strategy Strategy Plans & Budgets Plans & Budgets

Track Results Track Results Reports Reports Dashboards Dashboards Triggers Triggers

Assetlink MOM

Marketing Workflow Marketing Workflow Orders & Bids Orders & Bids Expense Tracking Expense Tracking

Search & Retrieve Search & Retrieve Customize Customize Publish & Distribute Publish & Distribute

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Marketing workflow management

Request Request

Project Project Initiation & Initiation & Coordination Coordination

Deliverables Deliverables Deliverables & Tasks Deliverables & Tasks Deliverables & Tasks Deliverables & Tasks Deliverables & Tasks Deliverables & Tasks & Tasks & 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

Objectives Objectives Strategy Strategy Plans & Budgets Plans & Budgets

Track Results Track Results Reports Reports Dashboards Dashboards Triggers Triggers

Assetlink MOM

Marketing Workflow Marketing Workflow Orders & Bids Orders & Bids Expense Tracking Expense Tracking

Search & Retrieve Search & Retrieve Customize Customize Publish & Distribute Publish & Distribute

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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

Objectives Objectives Strategy Strategy Plans & Budgets Plans & Budgets

Track Results Track Results Reports Reports Dashboards Dashboards Triggers Triggers

Assetlink MOM

Marketing Workflow Marketing Workflow Orders & Bids Orders & Bids Expense Tracking Expense Tracking

Search & Retrieve Search & Retrieve Customize Customize Publish & Distribute 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

DMZ (Extranet) LAN (Intranet)

Internet Firewall Server 2 Web Server Firewall

Disk Storage

DB

Server 2 AssetLink Application Services, Database & Storage Server

Options
Location
In-house ASP Co-located at Service Provider SMTP Access

Application Management
In-house Outsourced to Assetlink

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Marketing Operations Management

Business Objectives Strategic Marketing Planning Marketing Objectives Marketing Strategy Segment Mgrs Product Mgrs Marketing Mgrs

Cost Center-wise Budget Allocations

Operational Planning

Campaign List Integrated Comm Plan Marketing Calendar Budgets

Marketing Managers Marketing Services Mgrs

Campaign Models Marketing Program Execution Workflow Projects Deliverables Tasks Project Mgrs Vendors / Creative Agencies Contributors / Reviewers

INSIGHTS

Marketing Brief

Marketing Deliverables

Brand & Marketing Asset Mgmt

Digital Assets Brand Sites

Brand Mgrs Librarian Creative Agencies

RFP, Forecasts, Estimates, Invoices Campaign/Activity Results (CRM Upload)

Budget Tracking & Procurement

Spends, Commits, Vendor& Inventory Info

Marketing Controller

Marketing Analysis

Marketing Reports + Dashboard

Office of CMO

Legend
Inputs Process Steps Outputs

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MOM Information Model

Marketing Plan Program / Campaign Scorecard Strategy Marketing Objectives Budget Expected Results Actual Results PIR

Products

Segments

Biz Impact

Activity

Channel Activity Budget Forecasts Estimate Invoice

Volume

Effectiveness

ROI Purchase Order #

Invoice Item Project Deliverable Task Efficiency Marketing Operations Management The Science of Marketing

Cost Category

Digital Asset

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