Additionally, a 2020 survey by Percassity Associates found that 67% of B2B companies already have a leader or team in charge of marketing operations, and 93% said that marketing operations is important in achieving digital transformation.
Why has marketing operations, which was not prominent until a few years ago, suddenly become the focus of attention? In this article, we will explain the definition of marketing operations, the background to its need, and the areas in which marketing operations deals.
What are Marketing Ops?
Marketing operations is a relatively new position within the marketing organization.
According to the definition of Gartner , a major research netherlands business email list company , marketing operations is responsible for overseeing an organization's marketing policies, campaign plans, and annual marketing strategies. Other roles include measuring and verifying effectiveness, reporting, and analyzing data.
To be more specific, the Marketing Operations position will perform the following duties:
Strategic Planning and Budgeting
Marketing Operations develops strategic marketing plans and manages budgets, improving the success of various marketing initiatives against the overall company goals.
Technology and process management
Marketing Operations manages the combination of software and tools used to execute and analyze marketing initiatives, and designs the processes to ensure these tools work efficiently.
Data Management
Marketing operations manages the data generated by marketing activities and analyzes it to inform decision-making. This includes data collection, data cleansing, data integration, and data analysis.
Effect measurement and verification
Marketing Operations measures the performance of marketing activities and reports the results, so the marketing team understands what's working and what needs improvement.
[Reference]
What is Marketing Operations? An Essential Role for Organizational Growth
Marketing Operations (MOps) Practical Guide
What is Marketing Operations?
(Image source: Gartner )
In the narrowest sense, it refers to a role that is responsible for the technology and processes that make a marketing team run efficiently.
In a broader sense, this role involves overseeing all aspects including human resources, processes, technology, and data, ensuring the efficient operation of each department and maximizing the productivity of marketing staff.
Marketing Operations Range of Responsibilities
(Image source: slideshare )
Either way, marketing operations revolves around data marketing activities, such as tracking data-driven best practices, measuring and improving overall results and return on investment, and providing insights to marketing team members to drive demand generation and revenue growth.
People in charge of marketing operations are required to have a wide range of abilities, including not only specialist knowledge of each marketing field and their own industry, but also the skills to understand the latest marketing technology and data analysis skills. Depending on the company, they also need the ability to motivate on-site personnel, making this a very important position within the marketing organization.
According to a 2018 Gartner report, "Marketing operations should be a core marketing function, responsible for cross-functional coordination, communication and reporting."
Why do we need Marketing Ops?
It goes without saying that the sudden rise in attention to marketing operations in recent years is largely due to the digitalization of business.
The reasons for this include the diversifying purchasing paths of potential customers due to digitalization, the increasing sophistication of the knowledge required in each marketing field, and marketing technology that is evolving year by year ( expanding from 150 solutions in 2011 to approximately 8,000 in 2020 ).
Growth of the Martech Landscape
(Image source: chiefmartec.com )
The background to the evolution of marketing operations is centered around three key elements:
Development of digital technology
With the advancement of digital technology, numerous business tools (MA, CMS, web analysis tools, etc.) are now available in the marketing field.
In traditional marketing work, for example, you would often approach customers directly in person, such as by conducting surveys directly with customers or delivering paper advertisements such as letters or direct mail.
These types of analog marketing strategies require a lot of effort, and it is often difficult to see the results of the strategies.
Nowadays, with the development of digital technology, it is easier to approach many customers by utilizing digital business tools. Responses that were previously difficult to see are now visualized, and it is possible to measure effectiveness. (For example, email opens, link clicks, number of clicks on CTAs on the web, heat map analysis, etc.)
However, not everyone can use these business tools. There are many cases where people can use the tools for their assigned tasks, but cannot use tools outside of their assigned areas. In that case, it cannot be said that the tools are being fully utilized within the organization. Marketing operations are becoming important as a role that can comprehensively manage and operate them.
