What does Marketing Operations do?

What does Marketing Operations do?

So I started as a Marketing Operations analyst about 3 years ago and moved into management about 2 years ago. From my point of view Marketing Operations has different responsibilities in almost every company, it is influenced by the structure of the team, and business objectives.

The general description of the function would be that he is responsible for the people, processes, technology, insights and budget which enables a Marketing department to operate efficiently and to scale with quality and consistency.

In my case I own the software, processes, budget, reporting, data and insights and this sounds like a lot and I agree with you, however this allowed me to build a team around me to help with some of the tasks related to the above responsibilities.

Another very important factor that you will need to keep in mind is that you will act as a project and stakeholder manager when it comes to alignment between Sales & Marketing which is a very important factor when it comes to achieve business objectives. There was a time not to long ago when the Marketing department was only responsible to generate leads in a B2B model, however now Marketing has to work with sales to generate pipeline from the leads generated through Inbound or Outbound and help them to close them and improve the velocity throughout the funnel. Here the Marketing Operation will have a major role in setting up the reporting and analysis needed for each stakeholder to understand the Marketing Attribution ( how is marketing campaigns / activities influence the creation and closing deals)

I found this table of Marketing Operation responsibilities on Bizible that shows the best practices

Jeff Pedowitz, from the Pedowitz Group, has similar views, and created this really comprehensive framework with his views on responsibilities with a bit more granularity

I hope this answers your question, let me know you want me to go in more details around how I structured my team and responsibilities.

Some Marketing Operations Resources

Emails Sucks. Not this one

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