What Does a Marketing Operations Team Do?
Let’s take a closer look at some of the core functions assigned to Marketing Operations teams or professionals in modern organizations.
Strategic revenue alignment
Marketing Operations works to ensure strategic alignment between the activities of the marketing department and the strategic objectives of the business.
To achieve this, MOps communicate to bridge gaps between product development, marketing, and sales teams within the organization. MOps helps to ensure that marketing activities are focused on elevating KPIs that connect directly to revenue and overall business success.
Brand building and consistency
Modern organizations can execute a number of marketing campaigns or plays simultaneously to increase brand awareness and drive demand. Another function of MOps is to develop the organization’s brand, ensure consistency in the deployment of brand assets, and deliver a coherent brand experience across marketing campaigns and touchpoints.
MarTech investments and integrations
Organizations in 2021 have more choice than ever when it comes to selecting marketing technologies to support their business objectives. The barrier to adoption for these tools is often low, but using too many of the wrong ones can consume valuable resources without effectively driving ROI.
In modern marketing departments, Marketing Operations teams take responsibility for choosing the right MartTech investments and integrating them effectively into marketing workflows to support the organization’s business objectives and overall strategy.
High level project planning
Marketing Operations uses data-driven insights to plan marketing projects and campaigns that meet the strategic needs of the organization and reflect the latest data-driven insights on customer behaviors and preferences. While Marketing Ops delivers a high-level project plan for success, a marketing manager or coordinator is typically responsible for building, delivering, and day-to-day management of projects and campaigns.
Process management and optimization
As part of the broad oversight and governance of the marketing department, Marketing Operations is often responsible for managing and optimizing marketing-related processes. This broad function includes optimizing workflows between marketing and sales, implementing lead-scoring and other initiatives to manage lead quality, streamlining reports and other feedback mechanisms, and more.
Data enrichment and reporting
Marketing Ops are the number crunchers within the marketing department, with responsibility for managing marketing data, reporting the results of campaigns and projects, and generating data-driven customer insights to support future strategic planning and drive revenue.
MOPs may also enrich data by pooling it from multiple sources to generate even deeper insights into an organization’s audiences, customers, and the success of its marketing activities.