How Does Marketing Operations Impact Customer Experience? Marketing Operations sets the tone for customers’ introduction to your company and how well the customer lifecycle is supported by marketing. This tone is established by the external and internal marketing metrics selected and how they’re managed, how campaigns are setup and optimized, how customers are segmented, how well marketing collaborates with internal and external stakeholders, and how marketing talent is developed.

Customer experience goes well beyond a momentary impression: it’s cumulative. Closing the gap between what’s promised and what’s delivered is vital to good customer experience, brand integrity, relationship strength, and customer lifetime value.

See also: Marketing Operations Playbook