“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.”
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.
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
- 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.