If you think Marketing Operations is one-dimensional, think again! By any name — marketing transformation, or marketing organizational efficiency and effectiveness — it is a young field with plenty of value to create for fellow marketers’ career success and satisfaction, and for getting more done with current resources — and expanding resources for the future.
Look "Operations" up in the dictionary, and you will see:
"the condition of functioning or being active".
Interesting. Being active makes me think of sports, games, arts and crafts, being healthy and fun. I'm picturing playbooks, creating beauty and functionality, and workouts and outdoor recreation. All of these are sexy things, right?
But what does this mean in a business environment? According to the Business Dictionary: … Read more →
(Note on August 2, 2015: thanks to the many subject matter experts who responded to this post, which we shared in dozens of LinkedIn Groups, daily on Twitter, and in newsletters to many thousands of marketers. The definition has now been updated at https://en.wikipedia.org/wiki/Marketing_performance_measurement_and_management.)
Marketing performance management is the systematic management of marketing resources and processes to achieve measurable gain in return on investment and efficiency, while maintaining quality in customer experience.
Marketing performance management is a central facet of the marketing operations function within marketing departments.
Marketing performance management relies on a set of measurable performance standards, a pointed focus on outcomes, and clear lines of accountability (i.e. roles and consequences).
Marketing performance management is comprised of six success factors: 1) alignment, 2) accountability, 3) analytics, 4) automation, 5) alliances, and 6) assessment.  … Read more →
Two-thirds of marketers think marketing has changed more in the past two years than in the past fifty years, according to a study conducted by Adobe. At the Marketing Operations & Technology Summit last fall, we were mesmerized with insights from Adrian Ott, author of The 24-Hour Customer and Exponential Influence. She cited additional research findings from Forbes, IDC, and InformationWeek: … Read more →
Measuring progress as a predictor of your company’s financial growth is the way to open doors to funding. The word “progress” in itself is a clue to the “laws of metrics” (like “laws of physics”): metrics are not stand-alone figures, but rather, quantifications of a process flow. Think of marketing as a chain of activities and decisions that originate with an internal or external supplier, proceed from group to group throughout the marketing organization (and sometimes beyond), and eventually result in outputs that collectively … Read more →
Sometimes the simple basics can refresh our perspectives and effectiveness. In the recent Marketing Operations & Technology Summit, I presented a wrap-up conversation after we delved into deep, future-oriented best-practices discussions on marketing metrics, technology and customer experience.
Lack of marketing and sales alignment has been a weak spot for decades at almost every company. What's the silver bullet? Customers. They're the shared interest and driving force (other than money) for both marketing and sales. And when you stop to think about it, customers are the source of money . . . and as the old saying goes: follow the money.
So it's actually company-customer misalignment that's at the heart of the matter. We've traditionally … Read more →
A lot can change in a decade . . . as evidenced by Blockbuster video stores, Netflix DVD mailings, Blackberry and iPhone. And Marketing has undergone significant changes, too. The dynamics in the marketplace and in the marketing organization have shifted dramatically. What was needed for success in days gone by — the 4 Ps of product, price, place, and promotion — has now transformed into 4 new Ps required for success today:
Marketing Operations definition as proposed updated content for Wikipedia, which would include the History of Marketing Operations. and Marketing Operations Defined for Wikipedia, Part I. Please comment below to indicate your approval/suggestions.
The 2014 Marketing Performance Management Study conducted by VisionEdge Marketing/ITSMA found that the role of Marketing Operations now includes the following:
- Analytics and predictive modeling
- Budgeting and planning; financial governance and reporting
- Campaign analysis and reporting
- Customer, market, competitive intelligence, research, and insights
- Data management
- Organization benchmarking & assessments
- Performance measurement and reporting
- Project management
- Strategic planning
- Talent and skills development
- Technology & automation & pipeline management
- Workflow process development and documentation
Marketing Operations definition as proposed updated content for Wikipedia, which would include the History of Marketing Operations and Marketing Operations Defined for Wikipedia, Part II. Please comment below to indicate your approval/suggestions.
The marketing operations (MO) function has emerged due to the need for a more transparent, efficient, and accountable view of marketing. Its growth was initially driven by the proliferation of marketing technology and increased pressure from the C-suite to prove the value of marketing and contribute to the bottom-line. The purpose of marketing operations is to increase marketing efficiency and organizational agility. Agile marketing organizations are able to adapt their marketing efforts, quickly and successfully, in response to changing customer behavior, market conditions and business direction to the benefit of improved market share or customer value. … Read more →