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Sr. Manager, Go-To-Market (GTM) Operations
at MTS in Toronto, ON, CANADA
Accountability/Position Summary
Accountable for improving the quality and effectiveness of marketing programs. Responsibilities include initiating and conducting research to improve customer program and experience initiatives, improving campaign and program outcomes by evaluating and recommending technology and process initiatives, developing and lifecycle managing the go-to-market process (including sub-processes, vendor and system linkages), developing tools/templates for program measurement, establishing a customer contact strategy and policies.
Key Responsibilities
Customer contact strategy – lead the definition and management of external (client and prospect) contact guidelines including developing a calendar of activities to ensure a cohesive take to market approach.
o Develop and implement strategies for event-driven contact programs (contract renewal, software upgrades, etc.) that drive customer loyalty and generate additional revenue
o Develop guidelines for how and when to contact customers and prospects based on their buying stage
o Interpret data into actionable plans (e.g. win/loss reports, CVM, customer database)
Evaluate, design, manage and deliver market and customer research initiatives that assist the organization in better decision making.
o Conduct quantitative and qualitative market research, customer Moments of Truth (MOT), Unified Communications C-Sat, and Customer Value Measurement (CVM) program
o Analyse above information to provide recommendations related to customer experience, brand management, segment strategies, and operational/delivery improvements
o Communicate above findings and recommendations at various forums including: Marketing Management Team, Senior Leadership Team and functional groups
o Ensure output and findings are used across the organization to improve program outcomes and customer experience, linked to corporate VPP target setting and outcomes
o As owners of many survey results, this team is a champion of the customer perspective
Define, lead and implement go-to-market process improvement initiatives, as well as overall lifecycle management.
o Develop campaign tracking tools, templates and measurement strategies that will improve marketing efficiency (by 10% in 2010) and our ability to understand what’s working and what is not
o Establish and manage consistent lead generation terminology, scoring and routing practices
o Collect, consolidate and disseminate monthly results reporting package
o Select and evaluate telemarketing suppliers and their alignment to internal processes and tracking requirements
o Lead the evaluation and implementation of a marketing automation platform in 2010; life cycle manage for ongoing success
o Look for opportunities to continue to improve go-to-market efficiency
Develop strategies and execute programs that enable sales to effectively deliver the value proposition/differentiation for products, solutions and campaigns. This includes developing and delivering product information sessions, and computer based learning programs.
Program capital planning – lead discussion and strategy for longer-term program evolution initiatives which require capital investments and/or significant cross-functional contributions.
Specific Functional/Technical Knowledge and Skills
• Demonstrated experience in managing demand creation initiatives and developing integrated marketing strategies that deliver on business objectives;
• Expert knowledge and demonstrated skill in business-to-business (B2B) take to market activities including extensive knowledge of the marketing fundamentals including the 4Ps (Product, Price, Promotion, Place);
• Presentation skills at a senior leadership level;
• Research methodology and ability to analyze data;
• Experience in implementing marketing automation technology and sales enablement systems;
• Customer focused with an understanding of segmentation and customer research methodologies as well as marketing automation and customer relationship management systems;
• Strong understanding of communications industry, knowledge of Allstream/ telecommunications business products, markets and relative positioning versus our competitors; and
• Ability to analyze competitive intelligence and make recommendations to Sales team on offer positioning.
Other Skills/Competencies/Attributes
• Energetic, strong work ethic and a dynamic individual;
• Highly motivated and willing to work within a fast paced environment;
• Excellent written communication, organization, time-management, process and project management skills;
• Ability to partner with others to achieve objectives as well as ability to work autonomously;
• Demonstrated leadership skills.
Education & Certification:
• University Degree in Marketing
Experience:
• Formal education or work experience in communications technology
• Eight or more years experience in marketing management
Allstream is an Employment Equity Employer and values a diverse workforce. Allstream will provide reasonable accommodation to applicants with disabilities. In support of our Employment Equity Program, women, aboriginal people, members of visible minorities, and/or persons with disabilities are encouraged to apply and self identify in the application process.
Accountable for improving the quality and effectiveness of marketing programs. Responsibilities include initiating and conducting research to improve customer program and experience initiatives, improving campaign and program outcomes by evaluating and recommending technology and process initiatives, developing and lifecycle managing the go-to-market process (including sub-processes, vendor and system linkages), developing tools/templates for program measurement, establishing a customer contact strategy and policies.
Key Responsibilities
Customer contact strategy – lead the definition and management of external (client and prospect) contact guidelines including developing a calendar of activities to ensure a cohesive take to market approach.
o Develop and implement strategies for event-driven contact programs (contract renewal, software upgrades, etc.) that drive customer loyalty and generate additional revenue
o Develop guidelines for how and when to contact customers and prospects based on their buying stage
o Interpret data into actionable plans (e.g. win/loss reports, CVM, customer database)
Evaluate, design, manage and deliver market and customer research initiatives that assist the organization in better decision making.
o Conduct quantitative and qualitative market research, customer Moments of Truth (MOT), Unified Communications C-Sat, and Customer Value Measurement (CVM) program
o Analyse above information to provide recommendations related to customer experience, brand management, segment strategies, and operational/delivery improvements
o Communicate above findings and recommendations at various forums including: Marketing Management Team, Senior Leadership Team and functional groups
o Ensure output and findings are used across the organization to improve program outcomes and customer experience, linked to corporate VPP target setting and outcomes
o As owners of many survey results, this team is a champion of the customer perspective
Define, lead and implement go-to-market process improvement initiatives, as well as overall lifecycle management.
o Develop campaign tracking tools, templates and measurement strategies that will improve marketing efficiency (by 10% in 2010) and our ability to understand what’s working and what is not
o Establish and manage consistent lead generation terminology, scoring and routing practices
o Collect, consolidate and disseminate monthly results reporting package
o Select and evaluate telemarketing suppliers and their alignment to internal processes and tracking requirements
o Lead the evaluation and implementation of a marketing automation platform in 2010; life cycle manage for ongoing success
o Look for opportunities to continue to improve go-to-market efficiency
Develop strategies and execute programs that enable sales to effectively deliver the value proposition/differentiation for products, solutions and campaigns. This includes developing and delivering product information sessions, and computer based learning programs.
Program capital planning – lead discussion and strategy for longer-term program evolution initiatives which require capital investments and/or significant cross-functional contributions.
Specific Functional/Technical Knowledge and Skills
• Demonstrated experience in managing demand creation initiatives and developing integrated marketing strategies that deliver on business objectives;
• Expert knowledge and demonstrated skill in business-to-business (B2B) take to market activities including extensive knowledge of the marketing fundamentals including the 4Ps (Product, Price, Promotion, Place);
• Presentation skills at a senior leadership level;
• Research methodology and ability to analyze data;
• Experience in implementing marketing automation technology and sales enablement systems;
• Customer focused with an understanding of segmentation and customer research methodologies as well as marketing automation and customer relationship management systems;
• Strong understanding of communications industry, knowledge of Allstream/ telecommunications business products, markets and relative positioning versus our competitors; and
• Ability to analyze competitive intelligence and make recommendations to Sales team on offer positioning.
Other Skills/Competencies/Attributes
• Energetic, strong work ethic and a dynamic individual;
• Highly motivated and willing to work within a fast paced environment;
• Excellent written communication, organization, time-management, process and project management skills;
• Ability to partner with others to achieve objectives as well as ability to work autonomously;
• Demonstrated leadership skills.
Education & Certification:
• University Degree in Marketing
Experience:
• Formal education or work experience in communications technology
• Eight or more years experience in marketing management
Allstream is an Employment Equity Employer and values a diverse workforce. Allstream will provide reasonable accommodation to applicants with disabilities. In support of our Employment Equity Program, women, aboriginal people, members of visible minorities, and/or persons with disabilities are encouraged to apply and self identify in the application process.
Published at 09-03-2010
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