“Every marketing organization needs to embrace marketing operations, but many have yet to start this journey. It’s both a function and a process. And as the expectation for marketing to be a business driver increases, so will the need for marketing operations. The processes associated with marketing ops enable marketing to operate like a business with the necessary transparency and accountability. “
“You need to get corporate buy-in. It is essential to have C-suite sponsorship. Without it, it is hard to secure the necessary investments, both in terms of dollars and talent. There are also some internal cultural challenges because the talent associated with marketing ops is more about process, systems, data and analytics — skills not typically associated with marketing.”
“These challenges actually hint at trends, like the need for more analytical skills, more data, better access to data, and data analytics to make fact-based decisions. There’s also a trend toward more performance management and measurement, which requires those analytical skills, systems, tools and processes. We hope this leads to other important trends, like [increases in the use of] marketing metrics, performance target setting and marketing dashboards.”
Network
