Rise of the Marketing Operations Function

Rise of the Marketing Operations Function

Who would have thought all this would begin with research on Unicorns?

I recently delivered a keynote at a digital asset management event and my topic was Unicorns. Not the
fluffy pink and purple kind with glitter! No, I’m talking about the kind of Unicorn that is now the heart and soul of Marketing Operations – the marketing technologist – called a Unicorn because she/he is such a rare breed. (Seriously, have you ever tried to find and hire one?)

As I researched this topic, I became more interested in not only the role of the marketing technologist, but also in the rise of Marketing Operations as a transformative function within marketing.

To find out more I spent three months interviewing a group of accomplished marketers who have
built and lead a Marketing Operations team. I wanted to hear what was really going on and to better
understand their lived experiences.

The Marketing Operations function has exploded onto the scene because of fast-changing technology; the need for a more transparent, efficient, and responsible view of marketing; and pressure from the
C-suite for marketing to contribute to the bottom line.

My first exposure to a Marketing Operations group was in 2008; and I thought it was so cool that
marketing had its own group to help manage technology and improve effectiveness. Since then, the role
and function of Marketing Operations has drastically changed.

Several themes emerged when speaking with Marketing Operations leaders about how they would
define their function.

  • One size does not fit all: Four stages of Marketing Ops groups
  • Enter the left brain
  • Common Marketing Operations functions
  • Moving from an organic structure to an intentional structure – and the drivers that cause the shift.
  • Marketing Operations as a hub

Dive deeper into these themes by downloading the complete Rise of the Marketing Operations Function white paper today!

Marketing Operations White Paper

Rise of the Marketing Operations Function

The Marketing Operations role is evolving and transforming B2B marketing organizations. Have you wondered, what exactly is Marketing Operations? Why is it exploding within marketing? What do you need to know to stay ahead of this trend? How can you take advantage of these functions to create Marketing Operations as a hub of your department and continue on the path of Revenue Marketing?

About Debbie Qaqish
Debbie is a nationally recognized thought leader, innovator and speaker in Revenue Marketing with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. She is the author of the award winning book – “Rise of the Revenue Marketer,” Chancellor of Revenue Marketing University, and host of Revenue Marketer Radio (WRMR). Debbie has been at the forefront of the marketing automation phenomenon, first as a beneficiary, and now as an advocate and expert. She is a frequent speaker and writer on topics related to Revenue Marketing transformation, leadership, change management, sales and marketing alignment, ROI, content, organization, talent and marketing operations. She coined the term “Revenue Marketer” in 2011. As a principal partner and chief strategy officer of The Pedowitz Group, Debbie is responsible for developing and managing global client relationships, as well as leading the firm’s thought leadership initiatives. Debbie is also PhD candidate and her dissertation topic is how the CMO adopts financial accountability in an e-marketing environment.

Related Resources

  • Posted by Debbie Qaqish
  • On 08/05/2016

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