Marketing Operations Roles Are On The Rise. Here Is Why Your Team Needs One
Investing in marketing operations is essential to a company’s growth, especially companies that are focused on developing a productive marketing technology stack.
Marketing teams continue to mature and evolve and with that comes the need to run efficiently and scale operations as the company grows. Marketing operations is the bridge that links every part of the marketing together through a process-driven workflow.
What Is Marketing Operations?
Most marketing teams are made up of several small teams that have their own goals to achieve. Marketing operations focus on aligning the teams to ensure everyone is working efficiently and effectively toward achieving the team’s goals. Marketing operations help with creating processes that streamline workflows.
Marketing operations often handles:
Planning production
Process creation
Data management
Technology management
Reporting and analytics
Why Marketing Operations Is Essential To Growth
Focus on Company Alignment
Over the last few years, consumer demands have shifted to being more driven by experience rather than price. Marketers have found that aligning their activities and processes with the customer journey is essential. Consumers want to receive the right content, at the right time in their journey and if it is not, they will not stick around. Marketing operations can help the marketing team align with customer-facing teams to create campaigns that focus on the customer journey, above all else.
Streamline the MarTech Stack
Every marketing team has a MarTech stack that enables them to do their best work, but have you ever wondered who actually manages it? Sure, your content team may manage the software used for writing while your growth team focuses on your distribution platforms, but who is making sure they align? Marketing operations are responsible for evaluating the technologies in the stack, managing the relationship, and running regular audits to ensure it is being utilized and remains valuable.
Scale Production & Predict the Future
Marketing operations can identify opportunities to improve and build out processes that are repeatable, scalable, and best of all -- predictable. As marketing teams become more mature, we are investing in more and more technology, but without a marketing ops team, we are likely underutilizing these tools.
Marketing operations can use technology to identify gaps in the process, share data across the entire organization, and capture real insights that can minimize confusion and lead to growth.
Signs That You Need A Marketing Operations Professional
The marketing operations professional is key member of the organization. Delaying to bring in this key member can have a long-lasting negative impact on the company’s growth. If your team is currently experiencing the following pain points, it’s time to invest in a marketing operation professional:
Your organization is experiencing a misalignment between sales, marketing, customer success, and other divisions of the company
You do not have access to analytics or data to easily evaluate the performance of your sales or marketing activities
Your team regularly misses deadlines and is impacting business results
You do not have a process in place for the production of projects
If you're ready to add a professional marketing operations role to your team, we can help!
