This document summarizes predictions for marketing operations in 2021 from Adobe's Head of Marketing Operations. Some key points include: - Technology will continue enabling productivity but also blocking it if experiences are bad, especially for younger workers. Attention will be harder to focus with more distractions. - Virtual experiences have clear benefits but replicating in-person dynamics is difficult without awareness to ensure engagement. - Newly formed or existing remote teams face challenges like limited physical connection and inertia, requiring creative solutions. - Predictions for 2021 include precedent from the pandemic year, more available talent, expanded data privacy laws, and rapid innovation.

1. What’s in Store for Marketing
Operations in 2021
Alex Fleming | Head of Marketing Operations
Commercial – Adobe Digital Experience

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Agenda
• Introduction
• Building for Success in 2021
• Implications of increased dependence on technology
• Attention at a premium
• Physical experiences transformed to digital experiences
• Evolution of team dynamics & skillsets
• 2021 Predictions

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About the Speaker
• Background in B2B Marketing Ops
• Based in Colorado, with a team around the globe
• View of the past year shaped by having school
aged children learning virtually from highly skilled
teachers (thank you!)
Alex Fleming
Head of Marketing Operations
Commercial – Adobe Digital Experience

4. Building for Success in 2021

5. ©2020 Adobe. All Rights Reserved. Adobe Confidential.
Technology- Enabler and Blocker of Productivity
Dell & EMOTIV research* found:
• 37% productivity increase when using newer,
well integrated technology
• Bad technology experience impedes
employee performance by more than 30%
• Younger demographics were more impacted
by a bad tech experience
*https://www.delltechnologies.com/en-us/blog/blog-better-functioning-tech-makes-for-less-stress-at-work/

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Attention- Harder to FocusThan Ever Before
Physical presence focuses mental presence So many distractions!
Limit use of devices, attendees can be focused fully
on the challenge at hand
Benefits of bringing together global teams in real-
time are clear, but distractions abound

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Rapid Evolution ofVirtual Experience
Virtual communication promise Virtual communication reality
Obvious appeal- lower cost, expanded reach can drive
larger audiences and break down physical barriers.
Ideally, deep engagement from all participants
Hard to replicate in-person dynamics,
need strong awareness to ensure
deep connections and great ideas
aren’t sitting on the sidelines
vs

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Team Dynamics
New/Forming teams:
• Communication at a premium
• Limited physical connection to employer
• Natural formation of working groups needs
cultivation and active management
Existing teams:
• Benefit of knowing how others like to work,
engage and better grasp of strengths &
weaknesses
• Must find creative ways to break up the inertia to
maintain the status quo

9. 2021 Predictions

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Marketing Ops Predictions for 2021 | Precedented

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Marketing Ops Predictions for 2021 |Talent available

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Marketing Ops Predictions for 2021 | Data Privacy Expansion

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Marketing Ops Predictions for 2021 | Rapid Innovation