Today, we’re diving into marketing operations – from reviewing the basics and highlighting the most effective tools you’ll use to implementing frameworks and processes at your organization, this blog will serve as your guide to marketing operations. Grab your coffee and notepad, and let’s get started!
The Basics: What is Marketing Operations?
Before we get granular, let’s start with the basics. What is marketing operations?
Marketing operations is quickly becoming the foundation of marketing. It sets the direction for internal communications, workflows, and processes, and allows marketers to work with efficiency and effectiveness using proven frameworks and data analysis toward one common and defined business objective. In other words, marketing operations is the all-encompassing term that binds together the planning, technology, data, and processes for optimal success and scalability.
When done right, marketing operations is the driving force of innovation and growth within organizations. As Alexandre Pelletier, CEO of Perkuto, puts it, “Marketing operations is the art and science around connecting the right technology, having the proper processes, people, and training so that it can all work well cohesively.”
💡 Did you know? 93 percent of B2B marketers believe that marketing operations is important or critical in delivering digital transformation, according to a survey conducted by B2B Marketing.
How do Marketing Operations Teams Function?
Now that we’ve established what marketing operations is, let’s explore the common structure of marketing operations teams and how they function.
MOps teams typically operate in one of three ways: in-house team, agency, or a hybrid of the two. A marketing operations team may look something like the graphic below, but keep in mind, no two organizations are the same.
Organizations may consider factors like budget, recruitment, training time, and expertise to weigh the costs of hiring their own marketing operations talent or outsourcing to a marketing operations agency. Working with a marketing operations agency provides a wider range of resources and ensures that coverage is never an issue, while an in-house team may offer faster turnaround times and a better understanding of your organization’s brand identity. If you’d like to meet in the middle, a hybrid approach allows for these teams to work together and oftentimes, results in lower costs.
Want a deeper understanding of the benefits of an agency, in-house, or hybrid approach? Be sure to check out our blog, “Should You Hire a Marketing Operations Agency or More Staff?”
Tools You’ll Use in Marketing Operations
The MOps tech stack can be complex, but we’re going to break it down into four categories. It comes as no surprise that our marketing automation platform of choice is Marketo, but it’s up to you to weigh the pros and cons of each. Every organization has different needs, so do your research and think of what’s best for your organization.
As a marketing operations professional, these are tools you’ll find yourself using most often.
Marketing Automation Platforms:
Integration Platform as a Service (IPaaS)
As if you needed additional proof that marketing technology isn’t slowing down anytime soon: in just 2020, Scott Brinker’s Marketing Technology Landscape grew by 13.6 percent, resulting in 8,000 MarTech solutions.
The Benefits of Marketing Operations
MOps offer countless benefits to your organization, both internal and external. By developing a comprehensive marketing operations strategy, you’ll see your organization’s revenue grow, a strong ROI begins to flourish, and more transparent insights that will drive data-informed business decisions.
MOps doesn’t just benefit the marketing department – it drives growth across the entire organization.
Externally, implementing a MOps strategy will help your organization adapt to a data-first mentality. Conducting your marketing strategy with hard, proven data will help you reach your targets faster and offer a more effective use of time and budget. Instead of looking like the trajectory on the right, you’ll reap the benefits of a more predictable, proven trajectory as seen on the left. And who doesn’t want that?
How to Implement a Successful Marketing Operations Strategy
At the basis of every MOps strategy are two things: processes and frameworks. Why is this? Well, above all, it will help your team operate more effectively. Frameworks and processes will enable your team to deliver flawless campaign or project execution, and make new projects more seamless. We’ve developed several frameworks and processes:
- CRISP Framework: Automate your biggest process pain points with Workato. We provide five steps to open the door to automation. You’ll also receive a process automation worksheet that will help you and your team identify, prioritize and build processes that push the needle forward. View the recorded webinar on our CRISP framework.
- SCORE Architecture Framework: Gain a solid foundation of Marketo knowledge and get on the fast track to success through our SCORE Architecture. This framework is based on proven best practices on more than 1,500 Marketo instances, and offers pre-built and pre-tested programs.
- Marketo Value Realization Framework: Marketers only utilize 58 percent of their MarTech’s stack potential. Our Marketo Value Realization Framework is designed to help organizations get the most out of their Marketo investment.
💡 Does your team struggle with campaign requests? Jeto empowers users to self-serve Marketo campaigns. All you have to do is submit your request, and Jeto gets to work automatically generating your Marketo program according to the parameters you provided. Easy as 1, 2, 3.
You could have all the right tools, processes, and frameworks, but without the right talent, you’ll find your organization falling short. First, you’ll need to ensure you have adequate coverage. You don’t want employees to overextend themselves and work overtime – cue burnout and low morale. Second, you’ll have to be sure your team is capable of understanding these frameworks and processes so that they are able to successfully implement them. For example, you wouldn’t have an intern trying to implement these frameworks if they have no experience with Marketo, and it may even be too much for one person to handle, even if they do possess the expertise.
Check out our blog, “How to Build Your Marketing Operations Team with Marketo Talent” to learn our best practices when it comes to hiring MOps talent.
The Leading Marketing Operations Resources
One unifying factor that all MOPs have in common is their hunger for knowledge. Marketing automation technology is constantly evolving, and staying up to date with the latest releases and features will be crucial to your success. We’re here to make your life easier – our team has compiled the five resources every marketing pro should know about. From YouTube channels and podcasts to Slack communities and regional groups, we’ve compiled the tools that will play an active role in your MOps success.