Marketing Operations definition as proposed updated content for Wikipedia, which would include the History of Marketing Operations. and Marketing Operations Defined for Wikipedia, Part I. Please comment below to indicate your approval/suggestions.
The 2014 Marketing Performance Management Study conducted by VisionEdge Marketing/ITSMA found that the role of Marketing Operations now includes the following:
- Analytics and predictive modeling
- Budgeting and planning; financial governance and reporting
- Campaign analysis and reporting
- Customer, market, competitive intelligence, research, and insights
- Data management
- Organization benchmarking & assessments
- Performance measurement and reporting
- Project management
- Strategic planning
- Talent and skills development
- Technology & automation & pipeline management
- Workflow process development and documentation
Technology can help marketers manage assets, generate demand, and measure results. For many organizations, MO is responsible for evaluating, maintaining, and using the various marketing technology components whether stand-alone single point solutions or integrated together. The marketing technology landscape can be confusing, and the acronym alphabet soup used to describe these technologies only adds to the conundrum: DAM/MAM (digital asset or marketing asset management), MOM (marketing operations management), MAP (marketing automation platforms), and MRM (marketing resource management). Marketing technology ties together metrics, customer touch-points, and stages of the customer lifecycle in order to optimize its performance and agility in creating growth. Marketing technology platforms can be organized into four broad categories:
- Market and Customer Intelligence and Insights for using data and analytics to identify customer and market opportunities. These technologies support automating intelligence gathering, such as social media monitoring/monitoring and business intelligence tools. The purpose of these tools is to turn market and customer data into actionable insights.
- Customer Interaction and Engagement for acquiring and keeping customers. These technologies facilitate creating and monitoring customer interaction and support the customer-buying journey. This is where many organizations have made most of their current and rather extensive technology investments. Most marketing/email campaign automation, customer relationship management, contact management, demand generation and lead management, and sales force automation tools fall into this category.
- Project/Workflow/Operations Management for managing the work of marketing. These technologies enable marketing to manage projects and produce work by enhancing marketing efficiency and productivity. Marketing resource management, digital/marketing asset management, content management and curation, and project management are examples of technologies that fit into this group.
- Performance Management for improving and proving the value of marketing. These technologies help monitor, measure and communicate marketing’s value, impact, performance, and contribution to the organization. Technologies that illustrate this category include marketing analytics tools, marketing reporting and dashboard tools, marketing models, alignment and accountability tools.
Best-in-class marketers can be characterized as value creators because their primary focus is on using data to make market, customer, and product/service decisions that create value for customers and shareholders. As a result, MO organizations are actively recruiting and developing people with the following skills, in priority order, in order to create greater value:
- Customer, market, competitive intelligence, research, and insights
- Analytics and predictive modeling
- Data management, project management, and change management
- Campaign analysis and reporting
- Budgeting and planning; financial governance and reporting
- Organization benchmarking & assessments
[note: the following section, The History of Marketing Operations, will be shown in its entirety in the Wikipedia posting, but we’re showing just the link here for brevity, since that section has already been published on this blog]
See also
Notes
- University of Santa Cruz – Silicon Valley Extension, Marketing Operations 2.0: Tactical Discipline to Strategic Vision.
- Beal, Barney (2009) Now is the Time to Buy Marketing Resource Management (MRM) Software, Gartner, SearchCRM.com.
- Brinker, Scott (2014) Marketing Technology Landscape Supergraphic.
- Brinker, Scott (2014) In the Land of Marketing, Operations May Become King.
- Collins, Kimberly (2008) Establish a Marketing Operations Office Gartner.
- Crane, David (2014) Marketing Ops Tech Summit: Past, Present, Future of Ops, Integrate.
- Crane, David (2014) Aligning Martech and Marketing Ops, Integrate.
- Curley, Jeff (2008) The Tools of Marketing Operations, American Chronicle.
- DeCarlo, Larissa (2010) What is Marketing Operations?
- Farrentino, Joseph; Vanci, Rich (2012) CMO Technology Benchmark Study.
- Fishbein, Seth (2009) A Preview of IDC’s 2009 Tech Mktg. Bechmarks: A Focus on Marketing Automation.
- Gerard, Michael; Vancil, Rich (2006) The Marketing Operations Function: Is It Evolving Fast Enough? (IDC document #204647 and IDC presentation #204649).
- Helfen, Mark (2011) Successful Marketing Operations is a “Much Bigger Hairball than Meets the Eye”, SVForum Marketing SIG.
- Hossain, Nadim (2014) The Rise of Marketing Ops, VentureBeat.
- Hutchinson, David (2008) How to Run Marketing Like a Profit Center, iMedia Connection
- Katz, Gary M (2005) Marketing Operations: Solving Marketing’s Seven Deadly Sins, MarketingProfs.
- Katz, Gary M (2008) Four Keys to Marketing Operations Success, MarketingProfs.
- Katz, Gary M (2011) 52 Reasons to Embrace Marketing Operations 2.0, Marketo Blog,
- Katz, Gary M; Petersen, Glen S (2011) Connecting the Dots between Marketing Automation and Marketing Operations for ROI, Lenskold Group.
- Katz, Gary M; Petersen, Glen S (2011) Marketing Ops 101: Evolving Marketing from a Cost to a Profit Center, Chief Marketer.
- Katz, Gary M (2009) Is Your Marketing Organization Ready to Change Its MO?, mThink.
- Marketing Governance (2012) Marketing Operations Manager Job Description.
- Marketing Operations Partners (2007) Journey to Marketing Operations Maturity Benchmarking Study, Executive Summary.
- MarketingSherpa (2007) New Research: 5 Steps to Better Marketing Operations.
- Ott, Adrian (2007) Beyond the 4Ps: The 5Ts of Marketing Operations, Silicon Valley American Marketing Association Thought Leadership Publishing Contest.
- Patterson, Laura (2007) The Science Side of Marketing and the Emergence of Marketing Operations, MarketingProfs.
- Patterson, Laura (2008) How to Create a Strategy Roadmap for Marketing Ops, MarketingProfs.
- Patterson, Laura (2009), Take Your Marketing Ops to the Next Level, npost.
- Patterson, Laura (2012) How to Transform Marketing Into a Center of Excellence, MarketingProfs.
- Patterson, Laura (2013), Marketing Operations: Pit Crew or Service Station, MarketingProfs.
- Patterson, Laura (2013), Analytics and Marketing Ops: A One-Two Punch for Growth, ForwardMetrics.
- Patterson, Laura (2014), Marketing Ops is Now a Must Have, MarketingProfs.
- IDC (2007) Tech Vendors are Rapidly Adding New Marketing Operations Staff, Business Wire.
- Vaughan, Scott (2014) What Can LinkedIn, SAP and Netflix Leaders Teach Us About Marketing Ops?, Integrate.
- Vaughan, Scott (2014) The Rapid Ascent of Marketing Ops, Integrate.
- Vancil, Rich (2011) IDC and MOCCA Marketing Operations Study.
- Vancil, Rich; Gerard, Michael; Fishbein, Seth (2008) IDC CMO Advisory – Marketing Performance Measurement 2.0 Best Practice.
- VisionEdge Marketing (2013) Marketing Technology: Power Tools for Optimizing Performance and Agility
- VisionEdge Marketing, ITSMA (2014) The Link Between Marketing Performance Management and Value Creation.