Marketing operations encompass an organization’s marketing program, campaign planning, and annual strategic planning activities. All of these responsibilities necessarily entail the incorporation of technology, performance measurement, reporting, and data analytics.
Why is it important for any organization?
Marketing operations enable marketing departments to operate efficiently and bring synergy to marketing campaigns thru the right combination of people, processes, technology, and data. The team helps to reduce costs within marketing functions and identify and implement ways to complete campaigns faster.
It provides common dashboards and uses data analytics to assess the marketing strategy’s overall performance. The team enables various cross-functional interactions with data that is accurate, systems aligned and that alerts are sent to the marketing team that needs to be notified.
Depending on the results, the team may apply modifications or update configurations to the CRM software and marketing automation platforms. The marketing operations team is involved in budgeting, strategy-level conversations, cross-tactical execution planning, and performance reviews—in short, anything that contributes to the efficient execution of your marketing efforts.
Marketing operations is a key function for an organization, which is a mix of technology, automation, and the human factor working together to move potential customers through a business’s funnel. These are the typical marketing operations tasks that you can expect to set up and operate for your organization.
Here are the 6 critical steps in marketing operations:
1. Marketing Project Planning
Marketing operations teams rely on project, program, and demand generation managers to create new marketing strategies and manage complex digital projects with clear success metrics. This finally culminates in the overall marketing strategy, campaign planning, cross-tactical execution planning, budget setting, and performance review meetings. There are various organizations that have marketing teams for email, search, social media, events, and so on so that marketing operations can ensure that each silo is working together.
2. End-To-End Campaign and Content Management
Marketing Operations is in charge of overseeing all marketing processes. It’s one thing to come up with new ideas, but it’s quite another to create a system that everyone can follow. Each marketing team can execute their programs more effectively and efficiently if the proper processes and accountability are in place.
3. Lead management
Lead management is the science of interacting with prospects from the moment they make a measurable interaction with any of your marketing assets until they are converted or churned. Lead management entails segmenting leads based on intent and funnel position and following up with them until they convert. determining their requirements and providing assets that meet those requirements.
The primary goal is to qualify leads so that they can be passed on to sales operations by the marketing team. Your business will be properly nurtured, contacts will be classified, and personas will be created. You can determine which metrics and lifecycle designations to use by using clearly defined metrics and lifecycle designations.
4. Marketing Technology & Data Analytics
Marketing Operations helps in managing the various marketing automation platforms, such as the website, review and approval software, content management system, and integration with related technologies.
The Marketing Operations team budgets for overall marketing as a whole that can build high-performing campaigns. Checking the analytics, reporting, and team dashboards to measure the effectiveness of each channel and the overall performance of the marketing programme is an important component of Marketing Operations. Depending on the size of the company, they may be in charge of acting on the data or informing other members of the marketing team. They will also be in charge of the technology for AdWords, product analytics, A/B testing, social media, and ABM marketing to ensure consistency across the organisation.
Last but not least, Marketing Operations must manage the review and approval process of marketing materials to ensure compliance, particularly in highly regulated industries such as healthcare and financial services.
Performance and quality checks are performed as part of the optimization process. Marketers can be cognizant of the system’s functionality by using feedback loops, ticketing systems, metrics, and reporting. Any issues that arise during the QA stage must be resolved and optimised as soon as possible in order to improve future performance.
To stay in the game, companies must embrace a focus on marketing operations, whether in-house or outsourced, as the digital landscape changes, grows, and advances based on constantly shifting trends. You must cover a broad range of marketing efforts, with a particular emphasis on the practices and technology required to optimise marketing operations, drive efficiency, and automate processes. This allows you to achieve significant and long-term growth for your company.