What do you call the space between what marketing thinks and customers experience?

The answer to this question might surprise you, but it is marketing ops, and its growing importance and influence cannot be overstated.

The importance of business operations within an enterprise organization has never been questioned. It has always been a key part of a company’s business model. Not so the role of operations within marketing.

Long overlooked and under-appreciated, marketing operations has now evolved to the point where it is both central and strategic. It is taking a central role in the intelligence, development and management of the marketing function. It is quite simply, everything that makes marketing happen.

So how did marketing operations evolve to the central role it plays today? The focus on marketing operations has been increasing steadily over the last several years as a result of the digital revolution. Its importance has also been accelerated over the past year by several factors:

  • The need to reduce and / or redistribute budgets around the world on a moment’s notice.
  • The need to shift focus from managing a countable number of regional and country offices to supporting myriad “home offices” with thousands of WFH contributors inside and outside your organization.
  • The need for visibility and control over thousands of assets that needed to be added, removed, changed, and customized for each campaign in real time.

Marketing operations has become a top CMO focus.

Emphasizing the growing importance of marketing operations, a recent 3rd party study by BrandMaker found the following:

Marketing operations is a top CMO focus:

  • Marketing operations is the number two skill reported by top marketing executives; only marketing strategy rated more highly
  • And yet, 65% report that they struggle to simplify operational data into meaningful insights, and 41% report issues making sense of too many data sources
  • 62% want their team to spend more time on marketing operations, tied for first place with marketing strategy

Given these issues and challenges, it’s not surprising that 75% of enterprise marketers are planning to increase investment in marketing operations for improved workflow and integration and 50% will need to achieve more with the same or less budget than 2020.

Now more than ever it’s time to think bigger about marketing operations

It’s clear that marketing operations will continue to grow in importance. According to a new McKinsey Global Survey of marketing executives, “their companies have accelerated the digitization of their customer and supply-chain interactions and of their internal operations by three to four years. And the share of digital or digitally enabled products in their portfolios has accelerated by a shocking seven years.”

As a result, we have no choice but to think bigger about marketing operations if we are going to keep pace with advancing technology and customer expectations.

In our 13 years of serving enterprise marketing organizations and conducting research in this space, we have identified two major domains in marketing:

  • The first is external. It is about customer centricity, everything that is related to ‘outbound’. How do I get the most out of the customer engagement and touch points?
  • The second is about all the internal processes. How do I get the most out of our marketing resources?

Within these two domains, marketing operations must come to be defined as the technology, people, process, data and budget that make marketing happen.

So where do we go from here?

We invite you to think of BrandMaker as your resource for marketing operations insights, information and products that can help your understanding of marketing operations; where it is and where it’s headed.

To this end, BrandMaker is providing several resources to help you navigate the current marketing technology landscape and improve your marketing operations and ROI:

  • BrandMaker’s “Marketing Ops Now” podcast series. In each podcast, industry luminaries and deep thinkers will share valuable marketing ops ideas for both management and marketing executives.
  • A Finance & Budget Management webinar based on a BrandMaker sponsored Forrester “Opportunity Snapshot” survey. Watch the webinar and also access the written report.

We’d like to tell you more…

Let’s talk about your unique situation, your specific challenges, and your goals for growth. Let us show you how BrandMaker, and only BrandMaker, can unleash your marketing superpowers!

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