In 2016 The Pedowitz Group published a series of white papers that defined the ideal Center of Excellence which would enable marketing organizations to successfully accomplish their goals. Part 1 of the series explained that a Revenue Marketing Center of Excellence is comprised at a minimum of three parts – a Demand Generation Group, a Digital and Content Team and a Marketing Operations Group. In this post, I’d like to take a deeper dive into the Marketing Operations Group and outline the key related statistics to help you build the business case for a Marketing Operations Group in your organization.
The Marketing Operations Group controls the functions listed below. Underneath each function I list the relevant statistics for what this function can help you achieve or change. For more detailed information about each function, download the 2nd white paper in the series: Part 2: Revenue Marketing Center of Excellence – Marketing Operations Group.
- Marketing Technology Management
- 85% of B2B marketers felt they were not using their marketing automation software to their full potential last year. (SiriusDecisions 2015)
- Marketing technology represents 33% of the marketing budget. (Gartner CMO Spend Survey)
- Marketing technology spend is now higher than advertising spend for companies. (Gartner CMO Spend Survey)
- 28% of marketing technology spend goes to infrastructure (e.g., servers, storage, network) to run marketing software. (Gartner CMO Spend Survey)
- 40% of companies have either “moderately” or “fully” integrated their marketing and sales automation systems. (Curata)
- Data Management
- Many marketing organizations say managing data is their biggest challenge: data storage (36%), data quality (23%), and making data actionable (15%). (Source: The Wise Marketer)
- 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier to lead generation. (BrightTALK)
- 17% of salespeople cite manual data entry as the biggest challenge using their existing CRM. (HubSpot)
- 40% of salespeople still use informal means such as Microsoft Excel or Outlook to store lead and customer data. (HubSpot)
- Marketing Process Management
- Organizations with Service Level Agreements in place are over 5X as likely to be effective. (HubSpot)
- Companies good at lead nurturing create 50% more sales-ready leads at 33% lower cost. (The Annuitas Group and Forrester Research)
- 25% of marketers who adopt mature lead management processes report that sales teams contact prospects within one day. Only 10% of marketers report the same follow-up time without mature lead management processes. (Forrester Research)
- Reporting and Analytics
- The less companies know about their KPIs, the less likely they are to meet their revenue goals. 74% of companies that weren’t exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. (HubSpot)
- 24% of marketers don’t know whether their efforts resulted in closed-won deals. (BrightTALK)
- Of companies using marketing automation and ROI metrics, 69% report an increase in total marketing revenue contribution. (CMO.com)
- Only 42% of marketers say they are able to measure their social activities. (Social Media Examiner)
- 6 in 10 small business owners are not able to track ROI from their social media activities. (eMarketer)
- Vendor Management
- The marketing tech industry has seen an average annual growth of 170%, increasing from 100 companies in 2011, to nearly 2000 in 2015. (Scott Brinker)
- A 2015 report found that 51% of organizations use 21 or more digital marketing solutions—a 42% increase from three years ago. (Econsultancy)
- 67% of marketers think that they don’t have all the tools they need yet (Ascend2)
- Only 9% of companies have a complete, fully utilized martech stack, according to a 2015 report. (Ascend2)
- On average, 49% of companies are currently using marketing automation, and more than half of B2B companies (55%) are adopting the technology. (EmailMonday)
I hope these statistics give you some insights into the critical value of a marketing operations team. For more information about the structure of a marketing operations group, download the white paper Revenue Marketing Center of Excellence – Marketing Operations Group.
Part 2: Revenue Marketing Center of Excellence – Marketing Operations Group
In Part 2 of the Center of Excellence White Paper you will learn the typical charter of a Marketing Operations Group; Marketing Operations organizational structure including key groups such as Reporting and Analytics; roles, necessary skill-sets, and responsibilities for key group members; and benefits of an effective Marketing Operations Group.
Majda Anwar is a Revenue Marketing Coach and the manager for Campaign Strategy at The Pedowitz Group. She has been with TPG for 8 years working with clients to connect business objectives to results through campaign strategy and design. Majda brings both strategic and technical value to client as she is a Marketo Certified Consultant. Majda holds a BS in Business from Georgia Tech.
- Posted by Majda Anwar
- On 02/08/2017
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