Marketing Operations Definition

marketing operations definition

MARKETING OPERATIONS BUILDS ACCOUNTABILITY, ALIGNMENT AND AGILITY

Growth of the marketing operations (MO) function 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 organizational efficiency, agility, and value.

Marketing agility is the ability to adapt marketing efforts rapidly in anticipation of changing customer behavior, market conditions and business direction.

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“The marketing operations role has been the fastest growth job area in tech marketing over the past few years. Today, the average large tech vendor devotes about 7% of its staff to marketing operations. IDC believes that the overall growth rate of this role will slow but that the job function will become more strategic and influential. The next two to three years will see the best tech marketing leaders undergoing this reassessment of marketing operations.”
Richard Vancil, VP, Executive Advisory Group, IDC

MARKETING OPERATIONS IS ABOUT THE HOW OF MARKETING MANAGEMENT: DOING THINGS SMARTER AND MORE PROFITABLY

Marketing Operations can guide the marketing organization in becoming a value center to the rest of the company, by allowing the whole enterprise to pull together to better meet revenue opportunities. This is achieved by building accountability, then alignment, and then agility across the marketing department.

  • Through Accountability, a value center is born

    . . .by exhibiting responsibility and consistency: striking a balance in opportunistic flexibility while following through on marketing strategy. Value is managed as marketers focus on actionable leading indicators that predict business results, demonstrating strong return on marketing investment.

  • Through Alignment, a value center is strengthened

    . . . through knowledge management and consistent processes for effective scalability as the company grows: aligning marketing with its stakeholders. Value is fortified as marketers align their activities with buyers’ natural activities (rather than the opposite approach of being self-focused or expecting to be able to change buyers’ behavior).

  • Through Agility, a value center sustains momentum

    . . . as business intelligence is made available to and acted upon by the whole company. Value is maximized by centering business intelligence actions on efficiently achieving customer experience excellence.

MARKETING OPERATIONS UNLEASHES ORDER AND PROPELS THE IMPACT OF MARKETING:

  • Unleash Order: Free Marketing of the alignment and accountability challenges of activity treadmills, waste, silos and stakeholder conflict.
  • Propel Impact: Rise to the agility challenges of matching enterprise capability to evolving market needs.

Extensive insights are available in the Journey to Marketing Operations Maturity benchmarking study. (see the Executive Summary)

MARKETING OPERATIONS APPLIES THESE TOOLS ACROSS ALL MARKETING ACTIVITIES:

  • Workflow design
  • Process improvement
  • End-to-end management
  • Change management
  • Systems thinking
  • Organizational learning
  • Knowledge management
  • Stakeholder analysis
  • Competency development
  • Balanced scorecards
  • Data management
  • Quantitative analysis
  • Modeling
  • Quality tool-kit

WHAT IS THE FUTURE OF MARKETING OPERATIONS?

Whereas typical Marketing Operations (MO) practices focus on metrics dashboards, resource/asset management, and automation of marketing processes, the future of Marketing Operations has greater impact on the company’s success by integrating Marketing strategy, guidance, processes, metrics, ecosystem and technology, with the aim of running the Marketing organization as a value center, driving long-term company growth.

marketing operations model
Infographic brought to you by Wrike, based on the Wikipedia entry for Marketing Operations
The History of Marketing Operations (#Infographic)

Marketing Operations Partners can guide you in applying this strategic approach to your initiatives in customer profitability, business intelligence, buying process acceleration, marketing scalability, marketing strategy execution, and return on marketing investment.

Strategy

Guidance

Process

Metrics

Technology

Ecosystem

Infrastructure

Holistic vision, fact-based decision-making. Competency development, marketing governance. Lean enterprise, six sigma, supply chain. Profitability, predictive analytics, enterprise metrics alignment. Enterprise marketing management, portfolio management. Successful collaboration with key stakeholders. Back-end integration of processes, metrics, technology.

WHAT IS YOUR STRONGEST MARKETING GOAL?

Adapting to market changes

Marketing Agility Explore Marketing agility practices

Resonating with stakeholders

Marketing Alignment Explore Marketing alignment methods

Demonstrating business results

Marketing Accountability Explore Marketing accountability tools

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Email:ChangeMyMO@mopartners.com

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