The term Marketing Operations has taken on a life of its own over the past half-dozen years to characterize the work required to bridge efficiency and effectiveness gaps in Marketing organizations. During that time, many different definitions have been advanced.
Some like the one advanced by Marketing Operations Partners in its Journey to Marketing Operations Maturity benchmarking study are highly aspirational but still elusive for most companies to implement. Others, like the current Wikipedia definition, describe the various responsibilities of the MO role but don’t really nail the full potential of the value proposition. Still other definitions like this one from IBM have a features and functions feel to them (perhaps because they are centered around selling marketing automation solutions?).
Marketing Operations is similar to … Read more →