Design meaningful reporting by selecting and organizing metrics to deliver deep visibility and insight into marketing performance and business value.
Engineer how to capture, manage, and leverage insights, support, privacy regulations, build a unified data infrastructure and improve data quality.
Coordinate the annual marketing and campaign planning resources, and guide the allocation of the marketing budget to keep spending on track.
Manage the technology portfolio for marketing, and guide cost-effective technology investments and supplier relationships.
Engineer seamless workflows, agile marketing, and project management and governance to ensure marketing is aligned and moves quickly to achieve goals.
Design the right roles and responsibilities for marketing operations and advance the knowledge, skills, and competencies of the team.
Marketing operations is a framework for how marketing projects and campaigns are delivered. A marketing operation will include project management which could be Agile or Waterfall, processes & workflow for campaign delivery, marketing automation, data management, and reporting. Often marketing operations are limited in scope to marketing automation tools or Martech (marketing technology) management. However, the operations of marketing reach across brand management, sales and marketing alignment, creative/campaign production, and into technology implementation and support.
Marketing operations team and its individual members are focused on impact. The MOP ensures the business process, sales alignment, and marketing activities are visible to the leaders for driving growth. Any organization with stalling sales, slipping market expansion, or just getting started will benefit from a marketing operations team focused on the company’s growth through process improvement, marketing systems management, campaign project completion, and insights into the highest impact marketing activities.
The marketing operations team (MOPs) is an important part of a market team. Tasked with ensuring the marketing technology, processes, data, and reporting are all functioning correctly, this team has a diverse set of tasks inside their responsibility.
A marketing operations team will:
- Manage processes and align with sales.
- Ensure marketing technology (software) is implemented, executing, and tracking for the business needs.
- Maintain data hygiene.
- Provide marketing activity reporting and operational insight.
- Ensure projects are completed on time and in alignment with the strategy.
A good marketing operations team is essential to any business focused on growth.
Think of marketing operations as to how your marketing team gets things done and bring the brand to market. Marketing operations will bring a diverse set of technical, project management, and reporting skills to assist your business’s growth strategy. You get the benefit of an operational team balancing the systems and processes necessary to align sales effectively and insight into what might need to change strategically to further enhance growth.