Marketing Operations aka “the Brain”

The Whole is Greater Than the Sum of its Parts

The goal of Marketing Operations is to maximize the return on all marketing spend, through the implementation and optimization of technology, processes, accountability, collaboration, efficiency and consistency.

A simple way to understand marketing operations is to think of it as the brain that keeps the left hand (Marketing) and the right hand (Sales) working together towards a common goal.

1. Sales & Marketing Alignment

  • Marketing to Sales Hand-off Process
  • Sales & Marketing SLA
  • Sales Playbook

2. Pipeline Management

  • CRM Process: Lead Gen > Lead Mgmt > Opp Mgmt
  • Pipeline Reporting and Dashboards
  • Campaign Mgmt
  • Training Material

3. Sales & Marketing Data

  • Lead Source Tracking
  • Data Appending
  • Data Cleansing

4. Marketing Tech Integration

  • CRM
  • CMS
  • MAP

“The marketing operations role has been the fastest growth job area in tech marketing over the past few years. Today, the average large tech vendor devotes about 7% of its staff to marketing operations… The next two to three years will see the best tech marketing leaders undergoing this reassessment of marketing operations.” Richard Vancil, Group Vice President of IDC.

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