What is Marketing Operations?

Do we really need another buzzword?

The answer is: "No, but..." No, we don't need more buzzwords, but we do need to put words to new processes and ways of working. Marketing Operations is a concept that takes responsibility for the totality of marketing's many channels and links communication and marketing work into an integrated ecosystem. The goal? To create a more efficient, flexible and value-creating organization.

What does Marketing Operations mean?

Today's marketing involves a wide range of channels and tools: SEO, SEM, social media, email marketing, advertising, website updates, CRO, blogging, content marketing, event management, webinars - the list goes on. For a CMO, the biggest challenge is to manage these channels with limited resources while connecting them to the customer's buying journey, all the way to a conversion.

This is achieved by integrating systems and processes to create insight into which activities deliver the best ROI. With this insight, resources can be focused on what works best. It sounds simple in theory, but in practice it's more complex (something we'll delve into in future blog posts).

Marketing Operations and Marketing Automation

Marketing Operations uses Marketing Automation as a platform for automation and analytics. The focus shifts from just measuring activities to understanding prospects and their journey through different channels. It's about creating context and value between channels.

Transparency is a pillar of Marketing Operations and is achieved through continuous reporting, analysis and optimization of all marketing and communication efforts. This transparency allows for faster, data-driven decisions and adaptation to changing needs.

From cost center to value center

Historically, the marketing department has often been seen as a cost - a department that worked on hard-to-measure activities like branding. The sales department were the ones seen as responsible for generating revenue. But with today's increased transparency, both internally and externally, this view is changing. Now marketers can show exactly how their efforts are contributing to the business, from lead generation to closing the deal.

Marketing Operations changes the playing field by making marketing measurable and business-driven.

Marketing Operations - A new way of thinking

Marketing Automation is the tool that enables automation and analysis. Marketing Operations is the overarching strategic framework that ties these tools together with processes, people and goals. Together they create a platform for successful - modern marketing.

Would you like to know more? Then feel free to contact us to discuss how we can help you implement Marketing Operations in your organization. And don't forget to subscribe to our newsletter for more insights and inspiration!