0. Marketing Operations Management
The Science of Marketing

1. 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

2. 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

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

4. 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

5. 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

6. 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

7. 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

8. Assetlink MOM Solution
Modular
Web-based
Customizable
Secure

9. 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

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

11. 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

12. 1. Translate Business Objectives to Mkt. KPI

13. 2. Communicate Marketing Scorecard

14. 3. Build High-level Marketing Strategy

15. 4. Define Tactical / Operational Plan

16. 4. Define Tactical / Operational Plan (contd.)

17. 5. Manage Marketing Activity

18. 5. Manage Marketing Activity

19. 5. Expense Tracking

20. 5. Expense Tracking - Commitments

21. 5. Expense Tracking - Invoices

22. 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

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

24. Workflow Manager - Brief

25. Workflow Manager – Project & Timelines

26. Approvals Manager – Setup Route

27. Approvals Manager – Review and Approve

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

29. Manage Orders

30. Manage Orders

31. Manage Inventory

32. Order Collateral
Promotion Toolbox

33. Order Collateral
Ordering Print Material

34. Order Collateral
Order Form

35. Order Collateral
Ordering Photos

36. Order Collateral
Rights Management & Usage Control

37. Order Collateral
Ordering Merchandise

38. 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

39. 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
Links
Rendering on demand
Annotations

40. Advert Creation - Order Process

41. Advert Creation - Order Process

42. Advert Creation – Select Template

43. Advert Creation – Customize Text & Graphics

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

45. 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

46. MOM Foundation - Marketing Dashboard

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

48. Marketing Analytics & Reports

49. Back-up Slides

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

51. 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

52. 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