What is Marketing Operations? Marketing operations is the science and art of optimizing efficiency and effectiveness of the Marketing organization.

The purpose of marketing operations is to increase organizational efficiency, agility, and value.

Whereas typical Marketing Operations (MO) practices focus on metrics dashboards, resource/asset management, and automation of marketing processes — the future of Marketing Operations has greater impact on the company’s success by integrating Marketing strategy, guidance, processes, metrics, ecosystem and technology, with the aim of running the Marketing organization as a value center, driving long-term company growth.

See also: Marketing Operations Playbook