Marketing Operations 2.0: Tactical Discipline to Strategic Vision
09/21/2020 @ 18:00 - 21:00 PDT| $630
Learn from anywhere!
University of California — Santa Cruz, Silicon Valley Extension
Join this small class with students from California, Chicago, Portland, …
18th September is early bird deadline for 10% discount!
(21st September is last chance to register)
The 2020s present new realities: your Marketing Ops needs these 10 competencies:
Why Marketing Ops 2.0? You’ve learned about it in OTHER courses — customer relationship management, database marketing, customer acquisition, digital marketing, and analytics = Marketing Ops 1.0. That’s what THIS course BUILDS upon — this 7-evening course takes you to the next level: Marketing Ops 2.0!
Marketing Operations 2.0 drives ease-of-work and ease-of-doing-business by instilling accountability, alignment, and organizational agility skills across all marketing functions. Marketing Ops 2.0 elevates marketing’s contributions to the CEO’s objectives.
Learn to connect the dots across the marketing ecosystem, optimize and expand resources and talent, facilitate organizational learning and change management, ensure customer-centricity, minimize chaos to maximize scalability, model the future, monitor value, and champion strategic opportunities.
- Connecting the dots between marketing strategy, guidance, processes, metrics, technology, and ecosystem
- Identifying appropriate Lean/Agile techniques to increase marketing’s effectiveness and efficiency
- Guiding marketing resource management decisions in budgeting, technology optimization, talent development
- Assessing and directing marketing’s alignment across its internal and external stakeholders
- Elevating the C-team’s positioning of marketing from a cost center to a strategic impact center of excellence
Example of what you’ll learn:
About the Instructor: Lynn Hunsaker is co-founder of ClearAction Continuum where she is Chief Customer Officer and Chairman of the Board. She was president of Marketing Operations Partners and has written numerous articles on marketing operations (MO). She co-authored a best practices study, Journey to Marketing Operations Maturity, with Gary Katz who pioneered many MO firsts, including this course at UC Santa Cruz Extension as the world’s first higher education MO course.
Lynn is past president of Silicon Valley American Marketing Association, and her Board received AMA’s Chapter Excellence Award; she served on the SVAMA Board of Directors for 10 years. Lynn’s roles at Applied Materials (semiconductor equipment manufacturer) included Director of Marketing & Business Development, Director of Marketing Communications, Head of Global Quality, Customer Satisfaction Improvement Manager, and Voice of the Customer Manager. After receiving her MBA with concentrations in international marketing and finance from Vanderbilt University, Lynn’s role as Strategic Information Manager in Sonoco Products’ strategic planning department led to her renown as a customer experience (CX) expert. She serves on the Board of Directors for CXPA and is a top author on CustomerThink.com where she is one of five Hall of Fame award recipients. Lynn is author of four titles on Amazon Kindle, including Metrics You Can Manage for Success.
Lynn taught advertising, marketing and business at UC Berkeley Extension, Mission College and San Jose State University from 2005-2010, and marketing ops at UCSCX since 2018. Lynn is a Certified MBTI Practitioner and past president of Bay Area Association for Psychological Type. She is a Certified Quality Manager, Certified Customer Experience Professional, and AMA Professional Certified Marketer. She has traveled to 30+ countries, lived in Holland and Belgium, and is proficient in Dutch. She enjoys biking, hiking, history, cultures, psychology, mysteries, comedies and action movies.