Where did the "Marketing Operations" (MO) field get its start? It all depends on how one defines MO. The term first drew attention in 2005 after analyst firm International Data Corporation identified the rise of the Marketing Operations function in its annual Tech Marketing Benchmarks study.
In August 2005 Gary M. Katz published Marketing Operations: Solving Marketing's Seven Deadly Sins on MarketingProfs. In November 2005, the Digital Asset Management and Marketing Operations Management Symposium in Los Angeles included a Marketing Operations Management track, created by Beth Weesner, Endaf Kerfoot and Kieron Osmotherly, and chaired by Gary Katz.
In June 2006, a standing-room-only crowd in Silicon Valley attended the Marketing Operations: How It Will Transform Marketing Forever roundtable, organized by Adrian C. Ott, chair of the Harvard Business School Association of Northern California. Panelists from Symantec, Cisco and BEA described best practices and how it worked in their organizations.
The first professional association focused on advancing practitioners and the field of Marketing Operations, the Marketing Operations Cross-Company Alliance (MOCCA), was established by Larissa DeCarlo of Hyperion, Chris Ewert of Adobe, and Mikel Irizar and Damon Moss of Symantec.
The first framework formally defining Marketing Operations as 5 Ts that support all of the marketing functions — total strategy, techniques and processes, tracking and predictive modeling, technology, and talent — was published by Adrian Ott in the Silicon Valley American Marketing Association's Thought Leadership publishing contest: The 5Ts of Marketing Operations.
Marketing Operations as a recognized professional discipline may indeed be less than a decade old, but the industry developments and scientific innovations in the marketing field that gave rise to MO go back nearly a century.
Following are some of the key advances and influencers that provided the roots of Marketing Operations as it is practiced today.
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