Posted on Aug 14, 2015 in Blog | 0 comments

The 2015 Marketing Ops Technology Summit will be held in New Orleans, October 18-21. In preparing for this event, we decided to reflect on the evolution of the Marketing Operations (Ops) role. Just six years ago, the scope was typically marketing project management and/or marketing governance. With the increased pressure on Marketing to measure its value and contribution, Marketing Performance Management (MPM) has moved to the front burner and Marketing Ops responsibility has expanded to better support this initiative.

Today, the Marketing Ops function encompasses the development and implementation of the processes, systems, tools and skills necessary for marketing to drive business results, to manage and measure performance, and to facilitate the usage of data to make strategic decisions related to customers, the market and products, and program direction and investments. In many organisations, Marketing Operations is the function responsible for marketing performance measurement (MPM), strategic planning and budgeting, process development, professional development, and marketing systems and data.

In this year’s MPM Study, conducted with Demand Metric, found that the role of Marketing Ops now includes the following:

Performance measurement and reporting
Campaign analysis and reporting
Technology & automation & pipeline management
Budgeting and planning; financial governance and reporting
Data management
Workflow process development and documentation
Project management
Strategic planning
Organisation benchmarking & assessments
Customer, market, competitive intelligence, research, and insights
Analytics and predictive modelling
Talent and skills development
We delved further into the results to learn what Best-In-Class (BIC) marketing organisations (those that earned 90 or better score out of 100, from their leadership for their ability to prove their value and contribution) are doing in the realm of Marketing Ops. Of note was how committed the BIC group is to using data to make market, customer, and product/service decisions that create value for customers and shareholders.

Six roles surfaced for Marketing Ops function among the BIC (in priority order):

Customer, market, competitive intelligence, research, and insights
Analytics and predictive modelling
Data management
Campaign analysis and reporting
Budgeting and planning; financial governance and reporting
Organisation benchmarking & assessments
If you are committed to stay in, or aspire to join, the ranks of the BIC, it is essential that you integrate these six capabilities into your Marketing Ops function.

by Laura Patterson – VisionEdge Marketing