The Rise of Marketing Operations
The growing complexity of engaging prospects and customers in a digital world creates challenges for practitioners who struggle with people, process, and technology.
Marketers are under increasing pressure to provide a more transparent, efficient and an accountable view of marketing performance. The Marketing Operations (MO) function has emerged as a result.
The current marketing landscape is undergoing enormous change. Marketing technology solutions have increased by over 20x in the past 5 years. New Marketing processes abound leading to change, complexity and uncertainty; ultimately this strains resources and hampers productivity. Required marketing skills have grown 300%, spanning multiple channels, processes and technologies, and the need for new marketing skills and capabilities continues to increase.
In response to this landscape, Marketing Operations takes on a critical role in today’s modern marketing organization.
Marketing Operations is an organizational approach to creating demand for products and services. It focuses on end-to-end marketing optimization—from planning and budgeting to global execution and analysis—using tools, databases, automation, and best practices.
We are hosting an on-demand webinar on The Rise of Marketing Operations where I review the marketing landscape in more detail. We will examine today’s marketing organization and how the marketing operations function aligns. We will discuss key roles and responsibilities of the marketing operations function. Finally, we will introduce a maturity model based on working with over 1000 customers that will help you determine where you are today and give you insights as to what investments you could make going forward to develop and optimize your marketing operations department.
To discover more about Marketing Operations please click on the button below to watch our on-demand webinar. I look forward to sharing our insights with you.
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Jeff has over 25 years of experience leading successful B2C and B2B organizations. As founder and president of The Pedowitz Group, Jeff is responsible for setting the company's vision and strategic direction along with managing all daily operations. Widely recognized as an industry expert and thought leader, he frequently writes and speaks on a variety of topics related to Revenue Marketing™, demand generation, marketing operations and marketing technology.
- Posted by Jeff Pedowitz
- On 11/18/2016
- 0 Comments