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5 core functions in a modern marketing organisation and how to reinvent them (2/5)

Thursday, January 04, 2024

ADAPT&FLY Blog/Transform/5 core functions in a modern marketing organisation and how to reinvent them (2/5)

2. Marketing Operations

Marketing operations roles are focused on the behind-the-scenes work that is required to support and manage the day-to-day operations of a marketing department. These roles are responsible for ensuring that the marketing department runs efficiently and effectively, and that marketing efforts are aligned with the overall business objectives.

Some specific responsibilities of a marketing operations role may include:

Developing and implementing marketing processes and workflows to improve efficiency and effectiveness.

Managing and allocating the marketing budget, tracking expenses, and reporting on ROI.

Identifying and implementing marketing technology solutions, such as marketing automation and CRM systems, to improve processes and workflow.

Managing and analysing data, such as customer data and campaign metrics, to inform decision-making and measure the effectiveness of marketing efforts.

Collaborating with cross-functional teams, such as sales, product, and IT, to ensure alignment and coordination of efforts.

Creating and maintaining marketing performance reports, dashboards, and scorecards to provide visibility into key performance indicators and trends.

Managing relationships with vendors and third-party providers that support marketing operations.

Coordinating with other departments and vendors to ensure the timely delivery of marketing materials and services.

Providing marketing support to ensure that the team has all the necessary tools, resources, and assets to execute campaigns effectively.

Developing and optimising marketing automation systems and processes to improve lead generation and conversion rates.

Managing lead scoring, nurturing and routing processes for the best lead experience.

Marketing operations roles require individuals to have a good understanding of marketing technologies, data, and analytics, and to use that knowledge to improve the overall performance of marketing campaigns. They should be able to plan and prioritise projects effectively, which requires strong leadership and communication skills. They must have good project management skills, and should be able to work with cross-functional teams.

As the marketing industry changes, the role of marketing operations is becoming more critical, as it is responsible for ensuring that the marketing department runs efficiently and effectively and that the marketing campaigns aligns with the company’s overall business objectives.

To reinvent marketing operations in a fast-changing digital world, here are a few key points to look at:

Embrace automation: automation can help streamline many of the tasks associated with marketing operations, such as data entry and analysis, campaign management, and lead generation. This can free up time for marketing operations professionals to focus on more strategic tasks.

Leverage data and analytics: as the amount of data available to marketers continues to grow, marketing operations professionals need to be able to effectively collect, analyse, and act on that data. Investing in data and analytics tools can help them do this, and also help to identify new opportunities for growth.

Focus on the customer journey: marketing operations professionals should work closely with other teams, such as product development, sales, and customer service, to understand the entire customer journey. By doing so, they can ensure that the right marketing efforts are being made at the right time in the customer’s journey, and also identify areas where the customer experience can be improved.

Optimise the marketing technology stack: the proliferation of marketing technology can make it difficult to know which tools to use and how to use them effectively. Marketing operations professionals should work with the rest of the marketing team to evaluate and optimise the marketing technology stack, and integrate the tools that will best support the company’s goals and objectives.

Embrace a culture of testing and experimentation: the digital world is constantly changing, and what worked yesterday may not work today. Marketing operations professionals should encourage a culture of testing and experimentation within the marketing team, so that the team can continuously optimise its efforts and stay ahead of the curve.

Develop cross-functional skill sets: with the fast-paced digital environment, marketing operations should develop cross-functional skills to understand how the different department in the organisation functions. This will help in aligning the marketing operations with the overall goals and objectives of the organisation.

It’s important to note that marketing operations role can vary depending on the size and structure of an organisation, but keeping a focus on being flexible, data-driven, and customer-focused can help your marketing operations team succeed in the digital world.

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by Frédéric Martin

Hi, I'm the author of the ADAPT & FLY System and resources; and a business consultant, coach, and trainer based in Brussels & Paris, acting across Europe.
Get in touch 🇫🇷🇩🇪🇬🇧 Connect on Linkedin

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