Advertisement Hide. Authors Authors and affiliations J. Nevan Wright. This is a preview of subscription content, log in to check access. Basu, R. Google Scholar. Kopalle, P. CrossRef Google Scholar. Ling, R. McCarthy, E. Oliver Wight : Oliver Wight 6 th Edition www. You can think of Marketing Operations as the engine that drives results in marketing organizations.
Marketing Operations groups rely on project, program, and demand generation managers to develop new marketing strategies and manage complex digital projects to clearly defined success metrics. Any marketing strategy, campaign planning, cross-tactical execution planning, budget setting, and performance review meetings should include the Marketing Operations team.
Some companies have separate marketing teams for email, search, social media, events, etc. Marketing Operations is responsible for governing the various marketing processes. With the right processes and accountability in place, each marketing team can execute their programs more effectively and efficiently.
Marketing Operations is expected to manage the multiple marketing automation platforms, such as the website, eCommerce solution, review and approval software , content management system, plus the integration with related technologies. The marketing tech landscape has grown from solutions in to in :.
So the marketing ops team will always be involved in the evaluation and selection of new software to streamline processes and improve performance across departments. The Marketing Operations team is responsible for developing the marketing data strategy so that marketing as a whole has the necessary insights to build high-performing campaigns. A key component of Marketing Operations involves checking the analytics, reporting, and team dashboards to measure the effectiveness of each channel and the overall performance of the marketing program.
Depending on the size of the business, it may be their responsibility to action the data or inform other members of the marketing teams.
Last but not least, it's vital for Marketing Operations to manage the review and approval process of marketing materials to ensure compliance , especially in highly regulated industries like healthcare and financial services. Regulatory laws protect consumers from being misled or lied to by businesses. Plus they safeguard consumer privacy rights, monitoring how companies collect, store, and use consumer data.
The FCA has strict guidelines regarding financial promotions so that financial services providers stay compliant on social networks and websites. But by using approval workflow software with a step for lawyers to review and comment on the creative content, you can ensure all guidelines are followed and disclaimers added to avoid any litigation risk.
Once a business is tarnished with a bad reputation , it can be hard to recover. Want to learn more about marketing operations? Marketing Operations is the lynchpin that holds the various marketing teams together. Without them, teams operate in silos, and there is a distinct lack of cohesion to their efforts. But Marketing Operations ensures each marketing program and campaign are executed according to the agreed plans and processes.
Marketing Operations ensures there is nothing hidden from the business. Part of the Marketing Operations remit is to improve processes and programs so that everyone can work more effectively and efficiently.
Better still, is that these processes are repeatable, which saves more time and money in the long run. Marketing Operations not only creates repeatable processes and programs but also gives the whole organization a chance to plan for the future.
With transparent processes, the best technology, and the right data, they can define strategies and build programs that are scalable and predictable for future growth. Thinking of hiring a Marketing Operations Manager for your company? Here are some of the crucial skills and qualities to look for:. The role of Marketing Operations Manager is a technical and analytical position, rather than a creative one. Managing the technology stack is probably the most important function of Marketing Operations.
Because operations strategizes and oversees output and capacity, it either underlies or forms part of marketing and financial decisions. Rather than making operations serve the other parts of the enterprise, you can set it up so that in your company, it constitutes a peer to other functional areas. Its contribution to everything from capacity to quality makes it a fundamental part of company success.
Elizabeth Mott has been a writer since Mott has extensive experience writing advertising copy for everything from kitchen appliances and financial services to education and tourism. By Elizabeth Mott. Differences Between Accounting and Marketing. Operations and Its Strategic Functions A company's operations staff concerns itself with planning and managing production capacity, along with production equipment and facilities. Marketing Plans Marketing carries the responsibility for translating operational visions into plans that assess consumer need and find ways to satisfy it.
Accounting and Finance The portions of company organizations that concern themselves with financial record-keeping, accountability and decisions provide proactive and reactive support for the rest of the organization, as well as helping other divisions identify ways to cut costs and raise profits.
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