Marketing operations: know what they are

Marketing works with value creation. This area must generate, communicate and deliver offers/proposals that are relevant to people and that generate returns for the business. But how to organize activities to make this happen?

That’s what marketing operations are for. We latvia phone number list ‘re talking about a set of activities that organize the people, processes, technologies, and data involved in this area , so that they focus on delivering value to the organization’s audiences.

In this article, we will help you better understand what marketing operations are and why these activities are so important to business success by addressing the following points:

What are marketing operations?

Marketing operations is a position or department within marketing that structures and optimizes the people, processes, technologies, and data involved in order to increase team efficiency and agility and the quality of deliveries.

It can also be called Marketing Ops (short for  some additional tips for e-commerce website SEO strategy Marketing Operations). It is a recent and increasingly used area in corporate marketing, which implements and optimizes operational marketing .

Their role follows the line of sales operations (Sales Ops), revenue operations (RevOps), development operations (DevOps), among other areas that have recently emerged in companies. In these areas, the role of operations professionals is to optimize the execution of strategies.

In Marketing Ops, the goal is also to manage marketing strategies in the best way, so that activities meet the objectives and goals defined by the organization.

To do this, the team must align and optimize all the tasks involved. In this way, marketing can fulfill what is expected of it: creating, communicating and delivering value to audiences .

Marketing operations is dedicated to end-to-end optimization, from planning activities to execution and analyzing results, always with an eye on data to support decisions.

Throughout this process, marketing needs  lack data professionals with the skills to make the area run smoothly and fulfill its role in the organization.

What are marketing operations?

Marketing operations involve the management and optimization of activities that are important for the company’s good performance in this area. The following activities are some examples of marketing operations:

• collection and management of marketing data;
• performance measurement, benchmarking and analysis;
• strategic planning, alignment and execution monitoring;
• marketing technology management;
• talent needs audits;
• driving marketing innovation;
• market intelligence research and information;
• financial planning and budget management;
• optimization of governance and workflow processes;
• stimulate a culture of collaboration;
• campaign and lead management;
• supplier and agency management.

According to the Marketing Operations Survey conducted by Gartner, these are the main activities that fall under the scope of marketing operations in companies. In 2020, the survey pointed out that data management and measurement are at the top of this list, as shown in the graphic below.

What are the benefits of implementing Marketing Ops?

The marketing operations area is increasingly important in a competitive and demanding market that is undergoing a digital transformation . Companies need to define operations that make their activities more efficient, effective and agile .

While still a rare position in companies, Marketing Ops can make a difference in results.

Now understand the main advantages of implementing marketing operations:

Have a complete vision of marketing

Marketers are often immersed in their activities within their specialties, such as content production or product marketing. But all of these activities are part of a single area and must be integrated.

The role of Marketing Ops is to have this holistic view of marketing and understand how all the activities fit together and how they should work together to achieve better results.