How and Why Marketing Operations Will Continue to Evolve

November 25, 2016 James Thomas

unknownIn talking about marketing operations — the role responsible for strategic planning, budgeting and measurement — HubSpot described it best: “You know how every group of friends has that one person who serves as the glue that holds everyone together? Every marketing team needs glue, too. Reflective, analytical, strong, strategic Gorilla Glue.”

Because of its ability to align strategies to goals and ensure activities run as planned, marketing operations has become that “glue” in many organizations. But just as quickly as technology changes, so can the role of marketing operations.

Here’s a look at how and why marketing ops professionals now need to gather and interpret data, speak in terms of what matters most to the business and drive change within their organizations.

It Drives Process Innovation

“Process innovation is a main key — with the breakneck speed at which organizations are moving, there is no shortage of things to do. That said, finding ways to remove or automate steps, streamline processes, etc. is super critical,” says Ashleigh Davis of TrendMicro. —Read more at Integrate.

It Uses Data to Align Strategic Decision-Making

“Alignment of sales and marketing teams around data provides a platform for strategic decision-making within organizations. By providing both teams with the same view of customer and prospect data, sales and marketing teams are able to align around key accounts and company goals, providing a more strategic direction for the company as a whole.” —Read more at Marketing Land.

It Turns Data into Actionable Insights

“Combining multiple data sources is one thing, but intelligently interpreting that information is another. Successful marketing organizations arm themselves with robust measurement technologies that enable them to translate raw data into actionable insights on a daily basis. With advanced measurement tools, marketers can understand the performance of individual channels, campaigns and tactics; the influence that each has on the other; and their overall performance as part of an integrated marketing strategy.” —Read more at Business2Community.

It Owns the Marketing-Tech Stack

“Many times, the marketing technology stack spans across multiple teams. For example, internal IT ‘owns’ the data warehouse; sales owns the CRM (customer relationship management); and marketing owns marketing automation. An ownership rift can complicate the challenge of bringing disparate systems together, with no one owning the integration or agreeing to the data source that is the system of record.” —Read more at Martech Today.

It Engages in Data-Driven Budgeting

“[U]nderneath this digital marketing transformation, there is one thing that hasn’t changed and is holding the industry back: budgets, specifically the budgeting process. … Data-driven budgeting optimizes fund allocation that better aligns with the way digital media actually works. It maintains the requirements for budget controls and accountability while becoming more responsive and adaptive to real-time opportunities.” —Read more at AdExchanger.

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