Marketing operations management

Marketing Operations Management (MOM) is a version of end-to-end marketing optimization, from planning and budgeting, through marketing content management, to global marketing execution and analysis. It is the conceptual framework that defines all processes supporting marketing strategy and tactics. The processes it defines are built into software tools, i.e. Marketing Resource Management systems.

It is characterized by an attempt to achieve measurable and trackable Return on Marketing Investment (ROMI), and, as a means of achieving that, creating a marketing dashboard, leading to improved marketing effectiveness. The concept of the marketing dashboard is that a marketing executive, or indeed any employee of an organization, can log into a system which shows the status of all ongoing marketing activities — showing 'fuel consumption' (spending), 'speed' (sales) and various other metrics in the automotive analogy. The MRM industry, including software vendors with integrated solutions provides the software infrastructure to assist organizations with their MOM.

See also

• Digital Asset Management
• Enterprise Marketing Management
• Marketing Collateral
• Marketing management
• Marketing operations
• Marketing Resource Management
• Demand chain

References

• http://www.globalmarketingops.com/ - Lionbridge (NASDAQ:LIOX) provides best practice information on managing marketing operations in a global context
• http://blog.lionbridge.com/marketing/2011/10/28/marketing-operations-management-digital-channels-1-difference/
• http://www.idc.com/getdoc.jsp?containerId=IDC_P7136 - IDC's CMO Advisory Service provides marketing executives and their operations counterparts with deep research and industry wide best practices to plan program and people investments, prepare marketing operations, mobilize resources, and measure results.