Sun. Oct 2nd, 2022

    Marketing Operationalization Service



    ComplexDiscovery OÜ – Marketing Operationalization Service

    As part of its technology marketing offerings of strategic planning and tactical execution services in support of cyber, data, and legal discovery organizations, ComplexDiscovery offers a project-based service designed to provide clients with an objective overview of marketing functions. The service is focused on enabling and enhancing the operationalization of marketing activities and consists of two phases. Those phases are a marketing health check and operationalization support.


    Background: Service Information

    • Example Project:  ComplexDiscovery provides the client with consulting support to assess, advise, and supervise the functional area of marketing to optimize the achievement of organizational goals assigned to marketing by the client’s executive team.
    • Key Project Deliverables: Key deliverables include a formal health check assessment of the marketing function, a recommendation of activities and programs to optimize marketing efforts to achieve business objectives within constraints of available resources, and supervisory support to drive the operationalization of marketing efforts to achieve objective and subjective marketing objectives.
    • Executive Sponsor: Client Project Sponsor
    • Program Support: ComplexDiscovery
    • Project Time Frame and Cost: A six-month commitment for an initial engagement of task-driven consulting support for the complete operationalization service (health check and operationalization support) at a fixed fee payable at the start of each month (pay and consume model). Additionally, a two-month commitment consisting only of marketing health check tasks is available at a fixed fee payable at the start of the project and upon completion of the project.

    Program Objective: The purpose of the proposed marketing operationalization project is to provide the client’s senior management with independent assessment, actionable plans, and expert support to accomplish three essential tasks. Those tasks include:

    1. Determining whether current marketing integration, awareness, credibility, and demand generation activities and programs optimally support organizational marketing objectives.
    2. Defining a marketing stack of activities, programs, and goals that can support organizational marketing objectives efficiently and economically.
    3. Deploying a synchronized (operationalized) implementation of a marketing stack of activities and programs that maximize integration, awareness, credibility, and demand generation efforts managed and monitored through the process and reporting to achieve defined goals.

    Program Approach: The pursuit of operationalizing market activities and programs will be delivered as a project through three support areas from ComplexDiscovery. Those three areas include assessment, advisory, and supervisory support.

    1. Assessment Support: Provide audit, evaluation, and assessment of current marketing activities and programs. (Assess And Recommend)
    2. Advisory Support: Provide a combination of industry and functional area expertise to recommend selected and approved marketing activities and programs and translate them into measurable integration, awareness, credibility, and demand generation efforts with reportable metrics. (Recommend and Implement)
    3. Supervisory Support: Guide the implementation of synchronization of new and established programs and activities to create a cohesive marketing effort for driving awareness, credibility, and demand. (Implement and Manage)

    Core Marketing Areas of Focus (Definitions and Goals)

    The executive team’s specified and implied goals assigned to marketing generally fall into one of four focus areas. Those areas include:

    1. Integration: The combining and synchronization of all marketing efforts.
    2. Awareness: Creating visibility for offerings and the challenges that they address.
    3. Credibility: Establishing and reinforcing the importance of the company and the value of company offerings.
    4. Demand Generation: Developing and executing activities and programs to translate awareness and credibility into actionable contacts and leads to increase and sustain revenue.

    These four areas form the lens through which all marketing activities and programs’ classification, contribution, and coordination are assessed, recommended, implemented, and managed by ComplexDiscovery.


    Core Marketing Activity and Program Categories

    While not all-inclusive, the following twelve activities, typically organized and funded as programs, provide the framework for assessing the current disposition of the marketing efforts, determining what may be needed (or not needed) to achieve marketing objectives, and for acquiring new capabilities or refining (or reducing) current capabilities.  

    • Advertising
    • Branding
    • Collateral (Content/Deliverable)
    • Events
    • Industry Analyst Relations
    • Industry Associations
    • Industry Public Relations
    • Marketing Communications 
    • Marketing Infrastructure
    • Net Promoter Score (NPS) Management
    • Webcasts
    • Website and Digital Publishing

    ComplexDiscovery Marketing Operationalization Service

    The marketing operationalization service includes:

    • Assessment of Marketing Activities, Programs, Branding, and Budgets
    • Analysis of Findings Against Organizational Objectives and Industry Best Practices
    • Development of Implementation Strategy and Plan
    • Advisory and Supervisory Support for Translating Strategy and Plan into Operationalized Marketing Effort

    The marketing operationalization service deliverables include:

    • Fact-finding and Assessment (Interviews/Investigation)
    • Subjective Marketing Maturity Assessment (Results/Report)
    • Gap Analysis and Opportunity Assessment (Evaluation/Results)
    • Recommendations and Implementation Plan (Recommendations/Plan)
    • On-Going Support Including Core Team Meetings, Milestone Status Updates, Marketing Reporting on Key Performance Indicators (KPIs), and Ad Hoc Requests from Executive Sponsor of Project

    Upon general agreement of project scope and expectations, ComplexDiscovery will work through a five-step process to understand the organization’s current and desired marketing disposition. Example service tasks include but are not limited to:


    Planning – Step 1 (Health Check)

    • Statement of Organizational Marketing Objectives 
    • Current Activity and Program Identification
    • Current Documentation and Deliverable Identification
    • Marketing Stakeholder Identification 
    • Overview of Organizational Marketing Infrastructure, Operations, and Support Relationships (Internal and External)
    • Determination of Core Marketing Activity and Program Categories and Elements to Be Assessed
    • Determination of Spend Commitments, Constraints, and Trajectories
    • Determination of Marketing Maturity Model Criteria
    • Kick-Off Meeting  

    Assessing – Step 2 (Health Check)

    • Conduct Review of Marketing Objectives and Assets
    • Conduct Interviews with Key Stakeholders
    • Evaluate Effectiveness of Current Activities and Programs
    • Evaluate Gaps Between Current and Desired Marketing Disposition
    • Evaluate Economic Requirements and Resources
    • Define Recommended Activities and Programs to Achieve Marketing Objectives
    • Develop Marketing Assessment and Recommendation Presentation
    • Drive to Decision on Next Steps for Programs and Activities 

    Implementing – Step 3 (Operationization Support)

    • Implement Changes to Current Activities and Programs
    • Implement New Activities and Programs
    • Coordinate and Synchronize All Activities and Programs
    • Review Volume and Velocity Requirements to Achieve Marketing Objectives
    • Align Available Resources to Optimize Marketing Activities

    Reporting – Step 4 (Operationalization Support)

    • Develop KPIs for Approved Programs and Activities
    • Establish Marketing Team Reporting Format and Cadence for KPIs (Weekly)
    • Establish Model Executive Team Marketing Roll Up (Reporting Slides) for Integration Awareness, Credibility, and Demand Generation Efforts (Monthly)
    • Establish Working Budget Tracker to Track Activity and Program Spend Chronologically by Month and by Marketing Category (As Required)

    Continuity – Step 5 (Operationalization Support)

    • Cross Train Marketing Team to Ensure Continuity of Marketing Efforts
    • Refine Activities and Programs for Economic Achievement of Marketing Objectives
    • Refine Marketing Reporting to Ensure Proper Information Available for Marketing Team Efforts and Executive Decisions on Marketing Employment
    • Ensure Transition Plan for Consulting Support from External Sourcing to Organic Sustainment

    Example Key Performance Indicators (KPIs)

    The determination of Marketing KPIs will be based on assessment and recommendation decisions as part of the delivery of the marketing operationalization service. However, below for consideration are example KPIs that can reasonably be established, monitored, and managed for the client to aid in marketing management and inform executive marketing decisions.

    • Content Program Contacts and Leads
    • Event Marketing Contacts and Leads
    • Social Media Published Posts
    • Social Media Audience
    • Analyst and Awards Coverage
    • Event Participation (Sponsorship and Attendance)
    • Press Releases
    • Blog Updates
    • Email Campaigns 
    • Emails Sent 
    • Webcasts Conducted
    • Webcast Channel Contacts
    • Website Page Views
    • Website Identified Companies
    • NPS Score
    • NPS Audience
    • Glassdoor Company Rating
    • Glassdoor CEO Rating

    About ComplexDiscovery

    ComplexDiscovery OÜ is a technology marketing firm that provides strategic planning and tactical execution expertise for cyber, data, and legal discovery organizations. The company is registered as a private limited company in the European Union country of Estonia, one of the most digitally advanced countries in the world. The company operates virtually worldwide to deliver marketing consulting and services.


    Company Information

    • Company Business Entity: ComplexDiscovery OÜ – Private Limited Liability Company founded in Estonia, European Union (Registry Code 14914844)
    • Company Business Address: Harju Maakond, Tallinn, Lasnamäe Linnaosa, Sepapaja tn 6, 15551 (Estonia)
    • Value Added Tax (VAT) Identification Number: EE102254482
    • Managing Director: Rob Robinson (ComplexDiscovery.com)

    Contact Us Today

    Contact us today to learn more about ComplexDiscovery Marketing Services and how they may help you understand and operationalize your marketing efforts.

     

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    ComplexDiscovery is an online publication that highlights cyber, data, and legal discovery insight and intelligence ranging from original research to aggregated news for use by cybersecurity, information governance, and eDiscovery professionals. The highly targeted publication seeks to increase the collective understanding of readers regarding cyber, data, and legal discovery information and issues and to provide an objective resource for considering trends, technologies, and services related to electronically stored information.

    ComplexDiscovery OÜ is a technology marketing firm providing strategic planning and tactical execution expertise in support of cyber, data, and legal discovery organizations. Focused primarily on supporting the ComplexDiscovery publication, the company is registered as a private limited company in the European Union country of Estonia, one of the most digitally advanced countries in the world. The company operates virtually worldwide to deliver marketing consulting and services.

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