Today, B2B marketing encompasses a range of different components, spanning from strategy to execution and everything in between. In order to accomplish your marketing goals, you and your team inevitably invest a significant amount of time in producing compelling content, adhering to the most effective SEO practices, optimizing advertising campaigns, crafting exceptional brand videos, sending out customized and personalized gifts, and a host of other endeavors.
All of these efforts may prove fruitless unless you can effectively oversee these various components in an operational manner, while simultaneously monitoring your progress to enable data-driven decisions that facilitate improvement.
As we enter 2023, it is safe to assume that the significance of marketing operations is no longer up for debate.
What Is Marketing Operations?
Simply put, marketing operations perform the back-end tasks that bolster the marketing department, supporting the marketing team’s efficient functioning via planning, governance, and support activities, freeing up the core marketing functions to prioritize delivering value.
Marketing operations (MOPs) teams are pivotal in reinforcing several marketing aspects, such as strategy, analytics, infrastructure, business processes, best practices, budgeting, and reporting. By providing this base for excellence, MOPs enable the marketing team to perform optimally.
MOPs aim to reinforce the organization’s marketing strategy by leveraging data, analytics, infrastructure, best practices, and business processes.
The Need For Marketing Operations
According to 93% of B2B marketers, the function of marketing operations is critical to accomplishing digital transformation.
At the heart of marketing operations’ strategy lies the goal of optimizing all facets of the marketing process, from start to finish – encompassing strategy development, budgeting, execution, analysis, infrastructure, business processes, measurement, reporting, and the establishment of best practices.
Outlined below are various instances of how a successful marketing operations plan can advantage your company:
Make Data-Driven Decisions
Constructing and supervising key performance indicators (KPIs) and analytics for the entire customer journey, marketing expenses, and operations constitutes a crucial element of marketing operations. This entails utilizing data from various marketing technology platforms and supporting tools to obtain visibility into the efficiency, effectiveness, and attribution of marketing initiatives. By scrutinizing the data, the marketing team can assess the impact of their campaigns, such as advancements in lead quality, increased conversion rates, and higher ROI for specific initiatives.
Gain a Competitive Edge
Companies that prioritize their marketing operations teams often gain an advantage over their competitors. This is because it provides companies with more precise data, enabling them to acquire insights into their competitors’ performance. Furthermore, this approach streamlines marketers’ ability to adapt their plans accordingly.
Content and Asset Optimization
Marketing operations analytics offer perspective on the efficiency of marketing campaigns, assets, and content across diverse channels and segments, even at the individual and touchpoint levels.
Increase Team Morale and Performance
Effective marketing campaigns not only enhance business outcomes but also boost team morale.
Conversely, inefficient operations can drain the time and energy of your capable workers with mundane, repetitive tasks, leading to burnout and decreased job satisfaction. By refining work styles, strategies, and performance, marketing operations can augment enthusiasm and satisfaction among team members.
Improve Demand and Lead Generation
Improving marketing processes and capabilities can assist in identifying and expediting the progress of high-value prospects through the buying cycle, resulting in optimal experiences while effectively integrating resource utilization with your sales process.
How to Build Your Marketing Operations Capabilities’
To begin with, there is no one “right” model for a Marketing Operations team as different factors specific to an organization can influence its structure and development.
When structuring Marketing Operations teams, the following factors should be taken into consideration:
- The team’s organizational structure in relation to other departments of the organization, which may include the following:
- Whether they will be centralized or decentralized
- The number of business lines they support
- Do any of the intended roles and skills exist in other departments within the organization?
- What are the team’s competencies needed to perform its anticipated responsibilities?
- What are your objectives for marketing operations and the team as a whole?
While having a vision and goals for the team is crucial, it is equally important to prioritize the functions that can have an immediate positive impact on your business and establish a team that can deliver such benefits to the organization right from the start.
Marketing Operations can be thought of as the core nervous system of marketing. When properly managed, it has the potential to enhance both team productivity and campaign ROI. Consequently, it is unquestionable that robust and effective marketing operations are a vital element of efficient and successful digital marketing campaigns.