Why Marketing Operations is the KEY to SUCESS
The marketing operations (MO) function has emerged due to the need for a more transparent, efficient, and accountable view of marketing. Its growth was initially driven by the proliferation of marketing technology and increased pressure from the C-suite to prove the value of marketing and contribute to the revenue. The purpose of marketing operations is to increase marketing efficiency and organizational agility. Agile Marketing organizations are able to adapt their marketing efforts, quickly and successfully, in response to changing customer behavior, market conditions and business direction to the benefit of improved market share or customer value.
As a company or brand you need to think about all the different tools, platforms, marketing channels, and content you are going to deliver and work with, as you can't expect a small team or one man shop to manage and delivery all that is needed. You need bandwidth, resources, methodologies, workflow, collaboration, and strategy to work in today's world of marketing. It takes a team (s) and a lot of bandwidth to execute and to continually optimize.
Things to think about and questions to ask yourself:
Who are our current in-house resources that you can leverage to be a help? How do we source that Top 5% talent that will give us an ROI instead of costing us? What content do we currently have that we can leverage? Do we have someone to continually build content for our marketing efforts? Who is going to manage our Social channels? Who is going to manage our website? Who can create copy and campaigns? Who is going to develop our marketing videos? Who is going to manage our CRM and Marketing Automation Platforms? Who is going to manage our Supply Chain? Who is going to manage our Data Analytics and Reporting?
Your Marketing Operations, and the skills of your team and resources, will directly impact and dictate, how well your brand, or company will do in the online world.
Benefits to Marketing Operations:
- Increased marketing efficiency and organizational agility
- Faster adaptation of marketing efforts in response to changing customer behavior, market conditions and business direction
- Improved revenue, margin, profit and market share
- Underpinning a shift from marketing being managed as a cost center to operating more like a business, with formalized best practices, processes, infrastructure and reporting
- Leveraging data to make market, customer, and product/service decisions that create value for customers and shareholders
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