Marketing Operations is no longer a technical discipline, existing to plug in platforms. It is a revenue function and marketing function, designed around deep customer insights.
Customer-Led Marketing Operations tailors your strategy to your customer segments for the most effective go-to-market approach. It uncovers what is working, and what can work harder. Each customer segment is optimized to better acquire, sell, and retain.
Customer-Led Marketing Operations is your new superpower for scalability.
Old Marketing Ops Thinking vs.
Customer-Led Marketing Ops
Customer-Led Marketing Operations begins with the customer in mind rather than merely attracting leads. With clearly identified target accounts every MQL should become an SQL
Leads without monitoringAccelerates prospects through the funnel with curated experiences
Marketing Ops strategy focuses on delivering emailsMarketing Ops strategy focuses on acquiring the right customers
Long, useless technical auditsPrioritize strategic opportunities that increase revenue growth and efficiency
Campaigns organized around existing databaseCampaigns enhanced through first party data, real-time enrichment, and customization. We bring your data to life.
Irrelevant Marketing Ops projectsOngoing initiatives aligned to exceeding OKRs every quarter
MQLs as goalSQLs and revenue as goal
The Principles of
Customer-Led Marketing Operations
Analytics Drive Budget Decisions
Knowing the value of marketing activity is key to making informed decisions. The goal is to answer the perennial question: should this campaign investment be reduced or doubled? This requires comprehensive analytics and insights.
Campaigns Convert SQLs, Not MQLs
Campaign design and execution is where the strategy meets practical application. Segmented audiences with targeted messaging helps maximize the conversion of each asset to generate SQLs.
Manage Data Like The Asset It Is
A robust database should be safeguarded like the valuable asset that it represents. Managing data quality, enrichment, and proper segmentation establishes a foundation for customized content that speaks to target personas.
SQLs Should Never Fade Away Quietly
It takes great effort to bring in SQLs, so they should be carefully monitored and placed into the hands of the best people. Lead routing and SQL management must work together with nurture programs to ensure no opportunity goes cold from inaction.
Technology Serves Strategy
Platform proliferation has inundated the marketing team with tools and gizmos that do not drive ROI. Before signing up for another platform, we ensure that each investment is driving toward strategic goals.