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.
In today's world of online marketing, data analytics, predictive analytics, and technology driving marketing. If you are not seeing a least a 1:1 ROI on your marketing spend, something is wrong. The problem, in most cases, the marketing agency or the marketing team, that is in charge of delivering on your marketing efforts, usually does not have the skill-set, knowledge, or experience with all mentioned above.
When you have real-time data analytics, such as Google Analytics, tracking every campaign, every visitor, every click, every conversion, and your conversion cost, it becomes very clear what is working, and what is not. It also becomes very clear if your team or outsourced agency knows what they are doing.
Marketers and Decision Makers rarely get involved in the technology behind their website, as it isn't in their wheelhouse of knowledge, or expertise. However, with websites needing to be responsive, and SEO content driven, for Google Search, they need to understand the difference between a CMS and HTML website.
As a company, or a brand, your website is the centerpiece to your marketing and technology integration, and optimization. With HTML sites being hardcoded and dependent on a HTML technologiest and web developer, CMS websites enables integration into your ERP, eCommerce, CRM, and Marketing Automation platforms, and empowers your technology and marketing teams to collaborate in managing, changes, edits, and creating landing pages through a administration panel.
