One could argue that marketing ops originated from KPI frameworks. In this episode, we discuss how marketing ops can help the CMO define the right framework, including benchmarking against past performance or competitive performance in the industry.
Frans Riemersma is a marketer, developer, consultant, vice president of R&D, researcher, and author. For two decades, Frans has been designing marketing technology stacks for companies including HP, Adidas, Audi, Basf, Unilever, Philips, AbnAmro, IKEA, Standard Bank, Carlsberg, Volvo, HP, and MediaSaturn.
Dr. Ralf Strauss is managing partner of various companies, as well as president of marketing associations and communities. Previously, he was the senior vice president at Volkswagen for the digital transformation across marketing and sales. Prior to that, he had various roles within SAP. He is also the author of more than 60 publications in these subject areas and publishes the yearly "Marketing Tech Monitor."
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Unlike other departments, marketing is not really familiar with playbooks. But it definitely helps bring discipline to a team by describing all the important definitions and processes.