Team Structure & Roles:
Should Marketing Operations Report to Marketing or IT?
Anchor Marketing Operations to revenue outcomes with strong IT partnership. Most mid-market firms succeed with a Marketing-led MOps and a dotted line to IT/RevOps for security, data, and integrations.
The recommended structure is MOps reporting into Marketing with a dotted-line governance link to IT (and RevOps/Finance). This keeps KPIs tied to pipeline and revenue, while IT governs security, data architecture, and vendor risk. Use a shared RACI + change control to prevent tool sprawl and keep launches on time.
Decision Principles for Where MOps Should Report
Your Reporting Model Playbook
Choose the model that aligns to your growth stage, risk profile, and tech complexity.
3 Steps to Land the Right Model
- Assess GTM priorities — If Marketing owns pipeline targets and experimentation, bias toward Marketing-led MOps with IT governance.
- Map risk & ownership — List systems (CRM/MAP/CDP/web), data classes (PII, consent), and integrations. Assign “Build” to MOps and “Guardrails” to IT/InfoSec.
- Codify ways of working — Create intake → prioritization → sprint delivery; define change control, access reviews, and release notes owned jointly by MOps + IT.
Reporting Models: Marketing vs. IT vs. Hybrid
| Model | When It Works Best | Pros | Cons | Key KPIs |
|---|---|---|---|---|
| Marketing-Led | Aggressive growth, rapid experimentation, strong demand gen motion | Faster launches; KPIs tied to pipeline/revenue; tighter campaign alignment | Requires disciplined security/compliance partnership with IT | Cycle Time to Launch, Pipeline/Program, ROMI, Dashboard Adoption |
| IT-Led | Heavily regulated industries, complex enterprise stacks, strict data governance | Stronger platform stability; centralized identity & data controls | Risk of slower delivery; marketing seen as “tickets” vs. outcomes | Uptime, Data Latency, Compliance Pass Rate, SLA to Fix |
| Hybrid (Marketing with dotted line to IT/RevOps) | Most mid-market B2B; moderate risk; cross-functional GTM | Balances speed + control; shared roadmap; clearer RACI | Needs strong governance rituals and conflict resolution | On-time Delivery, Security Findings/Quarter, Data Freshness, Pipeline Velocity |
Client Snapshot: Shifting MOps from IT to Marketing
A 900-employee fintech moved MOps from IT to Marketing with a dotted line to InfoSec. After instituting a single intake, sprint cadences, and joint change control, campaign cycle time dropped 29%, dashboard adoption rose to 82%, and security findings decreased quarter-over-quarter.
Whichever model you pick, align it to RM6™, publish RACI, and run MOps like a product team—so data, platforms, and measurement all ladder to revenue.
FAQ: Reporting Lines & Governance
Clear, outcome-focused answers for exec alignment.
Pick the Reporting Model That Accelerates Revenue
We’ll facilitate an exec workshop, define RACI, and stand up governance so MOps ships faster—without compromising security.
Choose Your Model Benchmark Your Org