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Nicolette Konkol

AMA: Morningstar Global Head of Demand Generation, Nicolette Konkol on Campaign Operations

July 21 @ 10:00AM PT

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  1. Are there certain tools that you’d recommend for best-in-class campaign execution?

    Nicolette Konkol
    Nicolette Konkol

    Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y

    The MarTech stack is only as good as the strategy, people, and process it supports. Invest in the strategy, people, and process to set the foundation, and then select MarTech that will amplify and accelerate that. The MarTech stack at Morningstar includes 6sense, Asana, Bizible, Contentstack, Eloqua, SFDC, BrightTalk, ZoomInfo, and BigMarker

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  2. How do you define what should be de-centralized or centralized core processes that impact how teams launch and execute campaigns?

    Nicolette Konkol
    Nicolette Konkol

    Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y

    This question is specific to scaling a business. No one size fits all answer, what you choose to centralize or decentralize has a lot to do with what growth stage you are in and your priorities. In the case of Morningstar, we have central marketing functions (like brand, PR, demand, and customer marketing) and marketing functions like product marketing that live in a decentral business unit. Decentral models allow for agility and focus and the central functions play a role in consistency and amp ...Read More

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  3. Does Campaign Operations typically fall into the responsibilities of Demand Generation or Marketing Operations?

    Nicolette Konkol
    Nicolette Konkol

    Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y

    Campaign operations and demand generation are part of the same value chain of campaign creation, so it depends on the size and scale of your teams as well as the specialization you chose to prioritize. Often in startups, you have demand gen and ops in one person, as the org scales, you begin to introduce specialization. On the other end of the spectrum, I’ve seen roles and responsibilities of ops, in particular, go as far as to be divided into 6 different specializations. For our team at Morning ...Read More

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  4. Which items shouldn’t be prioritized for better campaign execution?

    Nicolette Konkol
    Nicolette Konkol

    Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y

    Perfection should never be the priority. "Don’t let 'perfect' be the enemy of 'good.” Formulate some hypotheses, strive for your best, and then always plan to iterate. The more data you collect from how your customer interacts with a campaign the better your campaign can become with optimization over time.

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  5. What are the most important processes to put in place to empower your marketing team with better campaign operations?

    Nicolette Konkol
    Nicolette Konkol

    Morningstar SVP, Corporate Marketing | Formerly Ariba, Taleo, Showpad • 3y

    First one would be a sound campaign planning process that starts with the outcome you are trying to achieve, who your target audience is, and an understanding of where they "live" i.e. where they spend time with their peers learning about new solutions. Second would be an airtight Q/A process that includes more than one set of eyes. The campaign planning process, if done well, should include time for the Q/A process.

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