What is Marketing Operations?Jan 28, 2019
“Marketing Operations is a broad term that collectively describes the function of the marketing organization, including process, technology, and human resources, that allow marketing to efficiently scale with quality and consistency.”
– Centric Consulting
“Marketing Operations (MO) is a next-level concept engaged in the actual process of creating, manufacturing and promoting products. A marketing operations department is likely to be a wild blend of creative left-brain thinkers and buttoned up right-brain statistic ninjas, all working in harmony towards a common goal.”
“Marketing operations (MO) as a capability has exploded onto the scene because of fast-changing technology, the need for a more transparent, efficient, and accountable view of marketing and big-time pressure from the C-suite for marketing to contribute to the bottom line.”
“Marketing Operations is meant to be the operational yang to the creative yin of marketing, a bastion of quantitative rigor and left-brained discipline in a world of right-brained marketers.”
For years, I have delivered Content Marketing support to small business owners. Since I love to write and be creative, it was a fun challenge. One day it was like a flashing sign pointed me towards the future of Beckmann Collaborative. While working with a client on a marketing strategy, I realized how incredibly creative this person was and how she didn’t need me to come up with creative ideas. Her pain point, like so many others, was making things happen.
To me, marketing operations is a function that brings order within a business.
Like the engineer who enjoys marketing, I create systems, processes, and workflows to make sure those cool marketing ideas come to fruition. My team and I create calendars with deadlines, project manage new marketing campaigns, and coordinate with a client’s team to implement ideas (and to measure them). We offer the step by step tactical deployment and data analysis that is vital to the success of a marketing strategy. AND we train team members to follow the processes we co-create.
What I love most about it is that marketing operations supports customer service and the customer experience so well. It is not about shouting your message out into the world. Rather, it is all about making the customer journey awesome so that the marketing department doesn’t have to work so hard.