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Rethinking the “Four Ps”: Marketing Operations Management and the New Pathway to Productivity

White Paper April 2012

Increasingly, marketers are looking for a new path to marketing productivity, grounded in the experience of seeing their enterprise peers benefit from holistic process optimization efforts, and focused on the critical imperative that a true “new era” infrastructure be built upon functional pillars that are both stronger and more extensible than those that have supported advertising and marketing execution to date.

This white paper—based on Winterberry Group’s extensive strategic consulting experience in the advertising and marketing ecosystem, as well as a dedicated research effort that included in-person and telephone interviews with over two dozen executive-level marketing thought leaders in early 2012—explores the extent to which that “new era” is truly upon us, and outlines a series of operating principles that marketers should view as fundamental to enabling substantial, profitable change in the years to come.