Marketing Operations Management The Science of Marketing

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

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

Customers AssetLink customers today are primarily in the Consumer Packaged Goods, Pharmaceutical and Financial Services segments.

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

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

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

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

Assetlink MOM Solution Modular Web-based Customizable Secure

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

Strategy & Planning Marketing Scorecard Marketing Strategy Marketing Plan Integrated Campaign Expense Tracking (Budget Manager) Marketing Activities Workflow Automation (Workflow Manager)

Strategy & Planning 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 pre- defined 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. 1 2 3 4 5

1. Translate Business Objectives to Mkt. KPI

2. Communicate Marketing Scorecard

3. Build High-level Marketing Strategy

4. Define Tactical / Operational Plan

4. Define Tactical / Operational Plan (contd.)

5. Manage Marketing Activity

5. Manage Marketing Activity

5. Expense Tracking

5. Expense Tracking - Commitments

5. Expense Tracking - Invoices

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

Marketing workflow management Request Project Initiation & Coordination Deliverables & Tasks Deliverables & Tasks Deliverables & Tasks Deliverables & Tasks

Workflow Manager - Brief

Workflow Manager – Project & Timelines

Approvals Manager – Setup Route

Approvals Manager – Review and Approve

Manage Vendors and Warehouses General information Agreements (attachment/text field) Discount schema Total revenue Vendor analysis

Manage Orders

Manage Orders

Manage Inventory

Order Collateral Promotion Toolbox

Order Collateral Ordering Print Material

Order Collateral Order Form

Order Collateral Ordering Photos

Order Collateral Rights Management & Usage Control

Order Collateral Ordering Merchandise

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

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

Advert Creation - Order Process

Advert Creation - Order Process

Advert Creation – Select Template

Advert Creation – Customize Text & Graphics

Communicate Brand & Marketing Info Author & publish interactive guidelines Product sites Marketing Intelligence without help of interactive/ creative agencies!

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

MOM Foundation - Marketing Dashboard

MOM Foundation - Admin Tools & Utilities User admin Authentication & Access policy Audits & Reports Definition & Configuration of search criteria/business info Admin reports & system controlling

Marketing Analytics & Reports

Back-up Slides

Secure System Configuration Internet Options Location In-house ASP – Co-located at Service Provider Application Management Outsourced to Assetlink

Marketing Operations Management Strategic Marketing Planning Marketing Objectives Marketing Strategy Business Objectives Segment Mgrs Product Mgrs Marketing Mgrs INSIGHTS Operational Planning Campaign List Integrated Comm Plan Marketing Calendar Budgets Cost Center-wise Budget Allocations Campaign Models Marketing Managers Marketing Services Mgrs Marketing Program Execution Workflow Projects Deliverables Tasks Marketing Brief Project Mgrs Vendors / Creative Agencies Contributors / Reviewers Brand & Marketing Asset Mgmt Digital Assets Brand Sites Marketing Deliverables Brand Mgrs Librarian Creative Agencies Budget Tracking & Procurement Spends, Commits, Vendor& Inventory Info RFP, Forecasts, Estimates, Invoices Marketing Controller Campaign/Activity Results (CRM Upload) Marketing Analysis Marketing Reports + Dashboard Office of CMO Inputs Process Steps Outputs Legend

MOM Information Model Marketing Plan Scorecard Strategy Program / Campaign Products Segments Marketing Objectives Expected Results Budget ROI PIR Actual Results Effectiveness Biz Impact Activity Channel Volume Activity Budget Forecasts Invoice Invoice Item Cost Category Estimate Purchase Order # Project Deliverable Task Digital Asset Efficiency