At times, B2B marketing teams find it difficult to quantify their impact on revenue. Unplanned campaigns and siloed data hinder marketing and result in slower growth. As a result, it becomes challenging for the marketing teams to demonstrate their efficiency.

There is a need to deliver more impactful campaigns, improve lead quality, and increase customer engagement. This is where marketing operations step in to streamline processes, enhance campaign efficiency, and ensure alignment across teams.

What is Marketing Operations? 

Marketing operations is a function that includes people, processes, and technology. It helps marketing work more efficiently and maximize impact.

The way I like to define marketing operations is ‘the art and science of executing great marketing.

– Darrell Alfonso, Global Marketing Operations Leader at Amazon

Marketing operations aim to standardize marketing processes to enhance productivity, efficiency, and accountability. 

Here are some of the key processes included in marketing operations: 

1. The use of MarTech platforms to manage data (both internal data and customer data)
2. End-to-end campaign management
3. Enable accurate and useful marketing reporting
4. Collaborate with other departments to build internal marketing products and processes. 

Business Benefits of Marketing Operations

Nearly nine out of ten large organizations (with over $10 million in annual revenue) have a dedicated marketing operations team or individual. Even – the smaller organizations (with less than $10 million in annual revenue), 64% have invested in the same. 

Here are a few reasons why: 

1.Efficient Campaign Planning and Execution

Marketing operations can help you understand the efficiency of your campaigns at the granular level. Marketing operations also streamline the process of campaign planning and execution. It helps your team save time, and they can spend more time on activities of higher value, such as strategy and creative development.

2.Automates Marketing Tasks

Repetitive tasks drain the resources and productivity of the marketing teams. Marketing automation tools can automate several tasks, including lead nurturing, email marketing, customer onboarding, and more. It results in several benefits, including:

• More dedicated time towards strategic activities. 
• Reduced focus on repetitive tasks and manual efforts. 
• Ability to speed up tasks through an automated process. 

3.Better Conversion Rates

Marketing operations use data and technology to personalize interactions. It helps deliver the right message at the right time. If your team gets the data to understand the conversion rate of different campaigns, they can work accordingly and double down on their best-performing campaigns. It helps save resources on campaigns that bring lesser ROI and enables you to optimize your messaging accordingly.

4. A Continuous Marketing Engine

Starting from scratch every time is time-consuming and resource-intensive. You need processes that your team can repeat, and that’s exactly what marketing operations provide you. With marketing operations, you can create several repeatable processes for: 

• Campaign planning and execution
• Content creation and approval
• Lead management
• Data management and reporting
• Budgeting and resource allocation

Having repeatable processes in place reduces the risk of errors and eliminates any guesswork. It helps your team efficiently execute marketing activities. 

5.Access to Good Quality Data

Marketing operations make the right data accessible to the people who need it. It includes collecting, refining, and disseminating data and insights across the business. Good quality data leads to better customer insights. It can help the marketing team with smarter decision-making. 

The ability of marketing operations to provide clear data and reporting reduces the risk of any politics or functional issues that may hinder internal collaboration within teams. 

Enhance your Marketing Ops Capabilities with Marketing Automation

Marketing operations have the power to streamline processes for both the sales and marketing teams, which will help them achieve better business results. However, all of this comes to fruition when you invest in marketing operations and see how they function. 

If you’re ready to enhance and streamline your marketing processes, partner up with an experienced marketing operations agency like Digital Di Consultants. Learn how to achieve your business goals without getting in the loop of manual effort and low-quality data outputs.