Today we are going to dive in what is Marketing Operations responsible for? This is a questions that I get a lot and I said I’ll give it a go and write a blog post about it.
According to an article in Venture Beat titled “The Rise of Marketing Ops,” while large companies have their own roles specifically built for marketing operations, organizations with fewer than 100 employees typically have a demand-generation team that conducts operations, whereas larger companies do not. While large multinational companies are trying to reshape their marketing organizations, Marketing Operations is stepping up its role and taking on more strategic functions.
In many organizations, Marketing Operations is responsible for:
- Marketing processes,
- Customers Journey Optimization
- Manage the Technology Stack
- Conversion & Funnel Optimization
- Data Governance and Operations
- ROI Optimization
- Reporting & Data Analysis
- Budget Management
Marketing Operations sits under the Chief Marketing Officer (CMO) or Chief Operating Officer. In most cases, the Marketing Operations Manager start with a set of responsibilities and will take on other tasks when they are delegated to him.
One important point is that he will work with stakeholders across Sales, Finance, Operations, Product, Engineering and needs to be capable to change between projects weekly if not daily. As far as people are concerned, marketing operations must master all the functions of marketing and successfully bring internal teams together with outsourced resources.
When it comes to Marketing Processes, Marketing Operations needs to create, maintain and optimize them, making sure that the wider Marketing Team are achieving their desired goals (Awareness, Lead Generation, Pipeline creation) In order to do this Marketing Operations team should have experience across all marketing (SEO, Advertising, Content Creation, ABM).
The main steps in an optimization process would be:
- Understanding the vision
- Review Capabilities & Requirements
- Gain Alignment
- Execute & Optimize
Customer Journey Optimization requires the Marketing Operations team to go deep into data and try to understand and map each step in the journey of your customers. This would generate a complete view from before the lead is generated until the deal is closed and after. Marketing Operations team has to make use of Attribution tracking to build each step of the journey, this will allow you to understand which sources and tactics are performing best at each step of the journey and after the deal is closed what type of tactics should be used to keep the customer happy and avoid a churn.
One of the most important part would be to manage the Tech Stack for Marketing. Most of the time you will end up in a company that already has a tech stack, this will be a bit more challenging as you will need to spend some time to understand the reason for custom rules and workflows that you will usually find in cases like this. I would advise to start by building a strategy and a visual framework for the Tech Stack, this will allow you to visualize how everything fits together and how the data should flow.
The next step would be to make sure that the access and ownership of the software is cleaned and you have the admin access on all software. Keep in mind that Data Governance and Process Optimization will directly depend on how the tech stack is used within marketing.
Another part would be to build business cases for new software, make sure that you have an overall vision built for Marketing Tech Stack, this will allow you to plan and build the business plan faster. I will post some of the templates that I use when I build these business cases.
Conversion & Funnel Optimization, this is where I spent most of my time when I started as Marketing Operations, you will most probably already have a funnel in use, take your time and analyze each step and make sure you are tracking the conversions in between stages. This will allow you to identify opportunities that can be actioned by Marketing or Sales Team to increase this conversion. Nurturing and Remarketing is something that you will need to track weekly as they are some of the main activities that will influence the Conversions.
I built my own spreadsheets to track all the information that allowed me to identify this opportunities and I will share them as a template with you. I will also explain how to search for the opportunities and where they usually appear.
Data Governance and Operations, first thing that you need to do especially if the company has a Sales Operations team as well, would be to align on the ownership of the data, this will be crucial later on, second step would be to define the best practice and standards and the third and last thing is to implement a process to govern the data throughout the customer lifecycle.
Depending on your Tech Stack this can be a pretty straight forward action, and remember it must be done as soon as you start in your new Marketing Ops adventure as this will directly influence the reporting and analysis that you’ll need to do later on for the CMO, Board Meetings and for the wider Marketing Team.
ROI Optimization, probably this would be named differently depending on the company, ROI is something that Marketing Operations would be tracking constantly as you will need to report on it monthly, quarterly and annually. In some cases this can be straight forward looking at the paid channels for a Direct ROI which means (Spend/Deals Closed) this will also allow you to calculate the cost per lead or opportunity.
There are two types of ROI: First one where you look at the spend by channel vs deals won and the second one when you take in consideration all the costs that relate to that specific channels, salaries, bonuses, outsourcing.
Reporting & Data Analysis, here it depends how much access do you have and to what type of data. Most of the companies will give you access to first party data (analytics on your website) and data from tools like Marketo and SalesForce. In some cases you will get access to platform data which will allow you to track and get insights on how your customers are using your platform and trends that will help you to build content around best practice and comparisons in terms of performance. The last data segment that you will get access if you have the platform to track it, would be the 3rd party Intent data which will allow you to identify interest based on location and content consumed.
Budget Management, this is something that not all Marketing Operation will get access to, however you should be able to build a business case to take ownership of it if you are interested, this could help you with the ROI piece as you will better understand how much is spent where.
I wanted to mention one last responsibility, Communication, all stakeholders need to be informed of progress to demonstrate the success of marketing activities in terms of sales, marketing content and customer loyalty.
The Marketing Operations Team is responsible for developing marketing data strategies so that marketing as a whole has the knowledge needed to build powerful campaigns. The Head of Marketing Operations knows best practices in the business and marketing industry and is also responsible for the Marketing Operations Team in developing new marketing strategies.
I really hope this article was helpful and I would love to hear back from you. Let me know what you think and don’t forget to subscribe if you want to receive more adventures from Marketing Ops world.