Why Marketing Operations Is Essential?

Marketing Operations

Marketing Operations is a broad term that collectively describes the function of the marketing organization, including people, process, and technology. It enables marketing to operate efficiently and to scale with quality and consistency.

It serves as the backbone of a marketing team, delivering planning, governance and support functions to allow core marketing functions to focus on delivering value.

Also, it focuses on end-to-end marketing optimization. From planning and budgeting to execution and analysis.  Marketing Operations increases efficiency and drives results in marketing organizations. It builds a foundation for excellence by reinforcing marketing strategy with metrics, infrastructure, business processes, best practices, budgeting and reporting.

Why is Marketing Operations Important?

• Grow Revenue: Marketing operations can impact revenue by gaining an increased understanding of customer interests and patterns. As a result, MOPs are able to generate higher-quality leads to pass onto the sales team.
• Improve Customer Experience: Genesys found that companies that make CX an investment priority have better revenue growth (59% vs 40%) and are more profitable (64% vs. 47%) than companies that don’t prioritize CX.
• Achieve Impact and Efficiency: According to Mckinsey, marketing operations provides a 15-25% improvement in marketing effectiveness.

The Role Of Marketing Operations Teams

Content Marketing

The MOPS team is be tasked with content creation, including copy, images, and videos. That can be circulated via websites, social media, and more.

This includes tracking analytics around the performance of content, as well as how the visitors are engaging with it.

Demand Generation

In fact, the MOPS team is also responsible for driving demand for your offering by perfecting and accelerating the buyer journey through the marketing funnel.

This involves identifying target accounts, creating awareness campaigns, and establishing a relationship through email marketing and nurture campaigns. In addition, MOPS will maintain buyer interest throughout the sales cycle and pass along qualified leads to sales teams.

Measuring Performance Metrics

The MOPS team will also enable and monitor the tracking of key performance indicators (KPIs) for every point of contact across the marketing campaign.

This includes tracking metrics for the entire buyer journey and all marketing investments so they can produce insight into the effectiveness, efficiency, and attribution associated with marketing efforts.

89% of the leading marketers in the industry agree that utilizing KPI and data management help measure and analyze enables greater return on investment and improved conversion rates.

Connect Sales & Marketing

As more and more of the customer journey is happening online, on social media, and through word of mouth, sales and marketing can no longer be separate.

In fact, the average customer has about 7 brand interactions before they buy, and most of those brand impressions are happening online.

This is why having a clear, cohesive messaging strategy is so important. A marketing operations team helps create that cohesiveness by making sure everyone on the sales. And marketing teams has access to the same playbook and is working toward the same end.

Marketing Operations Best Practices

• Marketing Operations Cuts Across Existing Departmental Boundaries – Marketing must learn to fluidly lead in a cross-functional, cross-departmental manner. Silos of any type (data, content, knowledge) are the enemy of marketing operations. 
• Marketing Needs To Own And Be The Champion of the Customer Journey – In fact, marketing needs to drive the customer experience. A 360-degree view of the customer require drawing from all enterprise touch points (sales, IT, customer service, etc.) but don’t be intimidated. There are ways to start developing your view of the customer with the data you already have while you fill in the important gaps moving forward.
• Additional Skills Will Be Needed – Agile team leadership, analytics, technology and technology integration skills are all required. The marketing environment is constantly changing. Agility, flexibility and ability to learn are essential.
• Data, Analytics And Content Are Key – Customer data and content from across the enterprise should be utilized to enable the most relevant customer experiences. Simply, maximizing the use of data and digital content will increase customer interactions and marketing ROI. A key element is applying analytics to turn your data into information as well as develop actionable insights.
• Establish Operational Metrics – Operational metrics for marketing campaign execution, as well as the campaign itself, are important. Hence, these metrics will help you understand and refine the campaign development process resulting in more predictable execution times thus,  increased campaign throughput.