Marketing Operations is the foundation of the marketing department. It is the interplay between people, processes, and technology that make the marketing department work effectively.
Marketing has become very complicated since the turn of the century. More and more marketing technologies are coming to life that are changing how the game of marketing is played. Where it used to be hard to quantify how marketing drove revenue for the company, new technologies and analytics make it much easier to track the impact of marketing and validate that it is providing a positive return on investment. Staying on top of the complexities of modern marketing requires the marketing department to be agile, organized, and efficient. That’s the realm of marketing operations.
At its highest level, good marketing operations ensures that the marketing department is aligned with the strategic vision of the company. From there the strategic plan for marketing is created. The strategic plan is then used to define marketing’s goals and those goals are then broken down into milestones and tasks. Marketing operations then organizes and operates the people, processes, and technology that enables marketing tasks to be accomplished and measured. The measurements are fed back into the system and marketing operations adjusts its people, processes, and technology to be even more efficient in achieving its goals.
Marketing operations professionals are not your standard marketers (read our post on the four types of marketing consultants). Marketing operation professionals need a strong background in technology systems, best-practice processes, planning, project management, and data analytics. They are systems thinkers that more and more hold key leadership roles in the marketing department.
Here at 1 Bold Step we are experts in marketing operations. We help make sure your marketing department is running like a well-oiled machine and generating consistent return on investment. Contact us today and let us help you create systems, order, and accountability in your marketing department so you can generate more leads and close more deals.