I have just updated the MOCCA directory and emailed a copy to everyone
on it. If you did not get a copy from me, then you are not yet on it.
If you would like to be, please send me an email with your name, title,
and contact information. Thanks. We make it a policy of not sending the
directory via the Yahoo Group for confidentialy reasons. Also, members
are not to share the directory with non-members, recruiters, or vendors.

Thanks.
Larissa DeCarlo
Director, Marketing Planning and Operations, Hyperion
5450 Great America Parkway, Santa Clara, CA 95054
Office: 408-588-8520, Mobile: 415-990-9075, Fax: 408-588-8124

Hi all,
Please join the Metric/KPI SIG webconference this Thursday.  Adobe and
Seagate will present their marketing dashboards and share challenges,
successes, and future plans.  Plenty of time will be allotted for
discussion and questions.

Details to join the webconference are below.  A recording will be made
of the discussion and posted to the yahoogroup for those who are
unable to attend Thursday.

Thanks.
Stacey
408-536-3568

Time: September 21, 2006 at 10:00am
Location: Breeze: http://my.adobe.breezecentral.com/moccasig/
Conference Number(s): 877-220-5439
Participant Code: 63568

I encourage you (or the right person within your company) to participate
in this survey.

You do NOT need to be an IDC client to participate.  Instructions are
below.

CDE

Chris Ewert
Dir, Marketing Operations
Adobe Systems Incorporated
345 Park Avenue, MS: W17-414
San Jose, CA  95110-2704
(408) 536-6436
-----Original Message-----
From: mgerard@... [mailto:mgerard@...]
Sent: Thursday, September 14, 2006 11:40 AM
To: Chris Ewert
Subject: IDC's 2006 Marketing Operations Role Survey-Last Chance
Reminder

Dear Chris,

IDC is kicking off its 2nd annual Role of Marketing Operations(MO)
survey, an update to the "Rise of the Marketing Operations Function"
study completed in 2005.  This year's MO survey asks for your insight
into the current and future roles and responsibilities of the MO
function, as well as the top challenges and priorities.

IDC defines an MO professional as follows:

"Marketing staff responsible for developing and orchestrating the
processes and systems required to enable efficient and effective
marketing. More specifically, MO is responsible for developing and
managing the processes to ensure smooth operation of strategic planning,
marketing performance measurement (e.g., dashboard development) and
marketing infrastructure."

If you are a MO professional, regardless of title, meeting the above
description or similar, then please select the link below to be a part
of this global study.(~5-10 minutes to complete) IDC will provide all
respondents with a free copy of the "Rise of the Marketing Operations
Function" study published by IDC in October, 2005. ($1,500 value) In
addition, you will be provided a summary of this current study in
appreciation for you taking the time to complete this survey. Results of
this study will also be presented at The Henry Stewart Marketing
Operations Management Symposium to be held in Los Angeles on October 9
and 10, 2006. (www.momsymposium.com) If you are not an MO professional
based upon the above description, then please forward this email to the
appropriate person in your organization.

Here is a link to the survey:
https://www.surveymonkey.com/s.asp?A=144035873E10420

Thank you in advance for your participation,

Michael Gerard
Director, CMO Advisory Practice
IDC
www.idc.com/cmo
Phone: 508-988-6758
E-mail: mgerard@...

Please note: If you do not wish to receive further emails from us,
please click the link below, and you will be automatically removed from
our mailing list.
http://www.surveymonkey.com/r.asp?A=144035873E10420

I'm struggling with the definition of Marketing Operations.

IDC defines Marketing Ops as:
"Developing and orchestrating the processes and systems required to
enable efficient and effective marketing. More specifically, MO is
responsible for developing and managing the processes to ensure
smooth operation of strategic planning, marketing performance
measurement (e.g., dashboard development) and marketing
infrastructure."

IBM defines Marketing Ops as:
"Measuring the performance of marketing effectiveness, ensuring
appropriate marketing organization, deploying marketing processes,
tools and infrastructure, managing marketing skill development, and
building a sense of community across the marketing disciplines."

At Hyperion, I have been using something very company-centric as a
placeholder (Foster a commitment to constant, never-ending
improvement toward excellence by implementing the Business
Performance Management cycle within Hyperion).

What other definitions are out there?

Larissa DeCarlo
Director, Marketing Planning and Operations
Hyperion
408-588-8520

Hi,
The metric/KPI SIG teleconference is scheduled for 9/21 at 10am.  The
first topic is to share real dashboard implementations.  I'm looking
for 2 people to share their dashboard(s) with the rest of the group
(real data excluded, of course).

Please contact me directly at 408-536-3568.

Thanks.
Stacey Taylor (Liu)
Adobe Systems

Hi,
Has anyone worked with Marketing Management Analytics (MMA).  We just
had a capabilities overview with them and are interested in their
discovery phase service.  But before we jump in, we wanted to hear if
others have worked with them -- or their competitors. Please share,
both good and bad.

Thanks.
Stacey Taylor (Liu)
Adobe Systems
408-536-3568

It is working, thank you.

I reviewed the presentation, as I could not be there in person, and
have a question regarding the limitation to only "High-Tech"
companies for membership.  Could someone on the Steering Committee
provide more detail around that decision?  Is it still up for
discussion?  I ask because I am in the Bio-Tech industry, which is
huge in both the Bay and San Diego area's.  I'm not sure why the
limitation was placed on MOCCA as I also believe it's important to go
across industries for sharing best/next practices.  Perhaps the
policy could be rewritten to reflect all "tech" industries?

Thank you.

Ginger

--- In MOCCA_bayarea@yahoogroups.com, "Chris Ewert" <cewert@...>
wrote:
>
> Hi Ginger,
>
>
>
> Try the link again, it should be working now.
>
>
>
> CDE
>
>
>
> Chris Ewert
>
> Dir, Marketing Operations
>
> Adobe Systems Incorporated
>
> 345 Park Avenue, MS: W17-414
>
> San Jose, CA  95110-2704
>
> (408) 536-6436
>
> ________________________________
>
> From: MOCCA_bayarea@yahoogroups.com
> [mailto:MOCCA_bayarea@yahoogroups.com] On Behalf Of gingerstbird
> Sent: Thursday, August 31, 2006 2:20 PM
> To: MOCCA_bayarea@yahoogroups.com
> Subject: [MOCCA_bayarea] Re: MOCCA Update (8/31/06)
>
>
>
> Tried the link to the notes - it's asking for a Login and password.
I
> tried the same one I use for this Yahoo Group, but it's not
working.
> How do I access?
>

Hi all,
The notes from the measurement & KPI discussion are now posted in
the files section.  Please let me know if any additions are needed
to the notes.

http://finance.groups.yahoo.com/group/MOCCA_bayarea/files/Measurement
%20and%20KPI%20SIG/

We ended our discussion with a request to have our first SIG web
meeting be a sharing of dashboards (real data being omitted of
course) and the process associated with implementing the dashboards.

I've set up this first meeting for Thursday September 21st at 10am.
Details are available in the calendar section.

I am open to sharing what we are doing on the Adobe side and I'm
looking for two additional people who can share their company's
dashboard.  Please contact me directly at 408-536-3568 if you would
like to share.

Below are possible SIG topics.  Please let me know if you would like
to take the lead on one of the topics below or be a presenter.

1. Selecting KPIs - what is a good KPI, which KPIs are being used
and at what level (exec, campaign, etc)
2. Tracking and measuring marketing spend - best practices and
pitfalls
3. Tactics used to create alignment and/or create commitment to
measuring
4. Systems - what systems are people using to track programs and
spend; how to implement a system; best practices and pitfalls
5. Program analytics - how are people measuring program results

Thanks.

Stacey Taylor (Liu)
Adobe Systems

Hello,

This email message is a notification to let you know that
a file has been uploaded to the Files area of the MOCCA_bayarea
group.

   File        : /Measurement and KPI SIG/MOCCA_082406Meeting_MetricSIG_Notes.pdf
   Uploaded by : staceylliu <staceylliu@...>
   Description : Notes from SIG Discussion on August 24

You can access this file at the URL:
http://groups.yahoo.com/group/MOCCA_bayarea/files/Measurement%20and%20KPI%20SIG/\
MOCCA_082406Meeting_MetricSIG_Notes.pdf

To learn more about file sharing for your group, please visit:
http://help.yahoo.com/help/us/groups/files

Regards,

staceylliu <staceylliu@...>

Hello all,

I have composed and posted notes from the Planning and Ops Reviews
breakout session of last month's Quarterly Meeting. (Thanks again to
the Steering Committee and Adobe for their hard work and hospitality.)
You can find them by browsing the "Files" section of the MOCCA Yahoo!
Group (http://finance.groups.yahoo.com/group/MOCCA_bayarea/).

As I was never very good at note-taking, I would ask the participants
from the Planning breakout to please review and forward to me
corrections and omissions. I'll update the file accordingly.

As for the next Planning & Ops Review SIG session, I would like to
suggest Thursday, September 28 at 3:00pm PT. I will come back to the
group with a topic shortly, or if someone is keen to volunteer a
topic/lead discussion, please let me know.

Cheers,
-Aaron

Aaron Rudger
Global Marketing Operations Manager
BMC Software

phone: +1 408.571.7319

1030 West Maude Avenue
Sunnyvale, CA 94085
United States

Tried the link to the notes - it's asking for a Login and password.  I
tried the same one I use for this Yahoo Group, but it's not working.
How do I access?

Do all of your companies work with Radford? Please let me know what
other companies you work with.

I would like to lead an effort to work with Radford (and any other
companies of interest to this group) to scope Marketing Operations
roles. Please let me know if you would like to put some time into this
with me. It will involve sharing job descriptions, discussing
differences between roles and levels, and persuading Radford that
Marketing Ops is a legitimate profession.

Thanks.
Larissa DeCarlo
Director, Marketing Planning and Operations, Hyperion
5450 Great America Parkway, Santa Clara, CA 95054
Office: 408-588-8520, Mobile: 415-990-9075, Fax: 408-588-8124

Hi Judy -

That's a huge question you just asked and is something I am heavily
involved in myself.  Measuring the impact of marketing effectiveness
is Phase II of a Marketing Excellence Lean/Six Sigma Black Belt
project I've been working on for the last 8 months.

To get to the critical few x's or metrics, we first got VOB (voice of
business) as to which metrics they thought would be the most useful
to drive their businesses and make better decisions from.  Then we
used a QFD tool to prioritize from there.

The standardized metrics we will using are on two levels: corporate
and campaign.  At a Corporate level, we're using Net Promoter Score.
On a  Campaign level, we're ultimately using Net Marketing
Contribution (Gross Profit less marketing expenses), but have 4
additional metrics depending on which phase (Awareness, Trial,
Adoption, Loyalty) a campaign is in.  These include # of web visits;
# of new customers; sample to sell conversion rates; Volume Growth;
Order size by channel; Cross-sell conversion, etc.

The real work is now starting and again utilizing Lean/Six Sigma
methodology & tools, I'll be working on determining lower spec
limits, benchmarks, target levels, measurement systems, process
(SIPOCs), control systems & owners, training, etc. And, what the
actual dashboard is going to look like.

This is an enormous undertaking and is considered one of "Two Big
Processes" within this corporation.  I report out on the progress at
monthly Ops Reviews to the CEO and executive leadership to get their
buy-in as well as help if required to push the project along.

Phase I was taking 22 separate processes (from 22 acquisitions) and
creating one global process for the planning and execution of all
marketing campaigns.  Now we need to start measuring the impact of
all those campaigns.

This is no small task and although this is my full time gig, I rely
on representatives from all over the company to help make this
happen.

I may have given you more questions rather than answers, but the
biggest question you had was what process am I using and that's
Lean/Six Sigma.  This methodology also stresses the importance of
change management, which can't happen overnight.  We ensure that all
stakeholders have input to everything, hold bi-weekly update
sessions, report out to the executive leadership on a monthly basis
and educate the entire marketing team via face to face training
sessions and quarterly marketing meetings.

The success is dependent upon first and foremost the need from the
product/regional marketing teams as well as the full support of the
executive leadership team.

I hope this helps & good luck.

Ginger Chasteene
Marketing Functional Excellence Leader
Invitrogen Corporation
Carlsbad, CA

Hi all!

We are working to improve/develop the NetApp marketing dashboards &
performance scorecard.   I am very interested in best practices other
companies have used to approach the same issues:  what process or how
did you define the metrics?  how important are benchmarks (IDC,
expectations, other)? How did you set them, as targets & goals?, what
process did you take to manage change in leadership & the org?, how
frequently & what content do you report (what's relevant to making
decisions in your org?).?

We've talked with MarketingNPV & a few others - your experience &
thoughts on leaders in this arena is also helpful.

These are just a few of my questions & greatly appreciate any insights
or sharing you can provide.

Best,
Judy Ash
Director Marketing Operations
Network Appliance, Inc.
Sunnyvale, CA

Hi Folks,

Please note that the following position was recently posted at
Symantec.

http://service1.symantec.com/hr/jobPostingsExternal.nsf/0/01A1F87DD0662
776882571AE0060170F


If you know of any interested candidates, please direct them to
Kimberlee Grounds, Sr. Marketing Recruiter.  Kim can be reached at
408.517.8238 and e-mailed at  kimberlee_grounds@...

Thanks much,
Melanie Francis

Enter your vote today!  A new poll has been created for the
MOCCA_bayarea group:

Is your company engaged in Direct Mail Marketing (Originating new customers,
Statements to Existing Customers, Cross Sell, Loyalty, etc)?

   o Yes and  >500 Million pieces per year
   o Yes and >200 Million pieces per year
   o Yes and  < 200 Million pieces per year
   o No


To vote, please visit the following web page:
http://groups.yahoo.com/group/MOCCA_bayarea/surveys?id=2278616

Note: Please do not reply to this message. Poll votes are
not collected via email. To vote, you must go to the Yahoo! Groups
web site listed above.

Thanks!

Hi all,

First of all thanks to everybody involved in setting up MOCCA -- I'm confident
that we can build a strong and mutually beneficial community.

Our CMO has just tasked me with establishing a formal Marketing Operations
function. The decision was made based on a proposal I created outlining among
other things responsibilities, staffing, goals as well as a 90-day and 6 month
plan for specific accomplishments.

Given that you all have been doing this for longer than me I was hoping that you
could provide me some additional input on what you have been particularly
successful in accomplishing in the very beginning -- and what you would
recommend that I  steer away from. What was the kind of value you could show in
the short term to the organization? Which parts of the "marketing value chain"
did you hone in on first?

Any input you may have would be much appreciated.

Thanks,
Jens

JENS OLIVARIUS
Director, Marketing & Branding Programs
SAS
+1 (919) 677 8000 Main
+1 (919) 531 0417 Direct
+1 (919) 272 2409 Cell
jens.olivarius@...
SAS...  The Power to Know

Folks,

These notes are the result of our first Steering Committee meeting which was held on 06/13/06 at Network Appliance. Action items are noted in red.

·         Steering Committee Meeting Participants:

o        Atul Kumar, Chris Ewert, Judy Ash, Brooke Shields, Larissa DeCarlo

·         Mission statement for MOCCA in its formative stage (2006):

o        MOCCA is a community for sharing practical experience between Marketing Operations professionals in high-technology companies, via quarterly meetings, topical conference calls, and ad hoc communications.

·         Objectives of MOCCA:

o        Allow for the organic development of the community while avoiding excessive administrative overhead and cost.

o        Develop the profession and provide an opportunity for professional development.

o        Develop standards such as core competencies, success metrics, job codes and descriptions.

o        Influence the research of IDC, MLC, SiriusDecisions, CMO Council, Hackett and McKinsey.

·         Policies:

o        Confidentiality must be respected. The MOCCA directory is not to be shared outside the community. (This needs to be discussed in greater detail at future meetings.)

o        No solicitation. This is not a selling forum. Vendors may not solicit via the MOCCA community.

o        MOCCA members must adhere to subscription contracts. Members are not allowed to share information that they have purchased for their company's use. We will invite vendors in to present if we have a specific need for their content.

o        Who can become a member?

§         Anyone working in a Marketing Operations capacity in the high-tech field.

o        Steering Committee roles and responsibilities for pilot period (2006 calendar year):

§         Defines MOCCA mission and objectives with input from community.

§         Defines topics and activities based on input from community.

§         Defines terms and conditions for participation.

§         Meets at least one additional time each quarter to plan upcoming meetings.

§         Maintains community directory.  

·         Upcoming meetings:

o        July BOF: Job classifications (Larissa to schedule)

o        Steering Committee meeting at Adobe (or by phone) on August 17.

o        August Quarterly Meeting at Adobe on August 24 (Chris to schedule)

o        September BOF: Measurements/KPIs/Dashboards (Brooke, Stacey to schedule)

o        October BOF: Planning and Ops Reviews (Judy, Chris to schedule)

·         Next Steps:

o        Publish notes to community.

o        Marketing Ops leaders at member companies to let Steering Committee know if right people from their company are involved.

o        Atul to draft guiding principles document and Yahoo group rules. Will send to Steering Committee for review before sharing with community. Ask Geoff Garinger to route Yahoo group sign-up requests through Steering Committee.

o        Larissa to begin process of developing standards for job codes and descriptions; in hopes of getting our proposal approved/adopted by industry standard groups.

§         Step 1: survey code structure used by member companies

§         Step 2: solicit input via a Birds of a Feather session in order to list functions, jobs within functions, develop descriptions, scope salary and title

§         Step 3: obtain 3^rd party support for codes developed

§         Other outcomes: org structures, career paths, skills development needs/opportunities

o        Community to suggest agenda topics for next quarterly meeting

·         Agenda for next Steering Committee meeting

o        Discuss confidentiality in greater detail

·         Agenda for next Quarterly meeting:

o        Report back from Steering Committee meetings

o        Report back from Job Classification BOF

Regards,

Larissa DeCarlo

Does anyone have any suggestions for consulting firms or vendors who
can build a metrics-driven ROI report?  I'm looking for a 3rd-party to
document and measure the benefits of our solution, but I can't seem to
find anyone who can build something more than just a fancy Excel
spreadsheet.

Any guidance would be appreciated!

Drew Paik
408-486-8243

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Hello,

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Thanks everybody!

Mikel

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Hi all,

We were discussing the Marketing Communications
function under Marketing Operations role, and was
wondering (from the 55% of the respondents who
mentioned communications was under Marketing Ops in
ther company)if you could give any feedback on what
your responsibilities are.

The Communication Function under Symantec Marketing
Ops currently includes:

1. Creating Presentations for the CMO (wide range of
topics on various marketing functions for internal and
external audiences)
2. CMO messages to the marketing staff on ops topics
such as the introduction to marketing objectives or
how CMO direct reports are responding to issues raised
by the marketing teams and tracking the results
3. Content and speaking points for videos that might
be an introduction by the CMO to a course or topic or
a video for partners or events that show products,
awards, or marketing contributions.
4. The agenda and presentation for quarterly marketing
all Hands Meetings to update the larger team on what
is happening
5. Managing the Marketing Intranet pages including
adding content; updating newsletters and information
from different marketing functions, measuring site
activity
6. A marketing and operations bulletin to the CMO and
her staff on the planning, operations, education and
intranet work being done by the Ops and Planning team


Does the communications function in your Ops group
contains some of the same work or if not, what is
included in the function?

Thanks

Mikel Irizar



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