Everything You Need to Know About Marketing Operations in One Place
One of my favorite movies is “School of Rock,” which also happens to be one of 2003’s best films. In the movie, Jack Black poses as a substitute teacher at a private school, and, after noticing the students are musically talented, he turns the 10-year-olds into a fully-fledged rock band.
When assigning roles to the students, he approaches the class president and deems her band manager because she had the organizational skills needed to help the band run smoothly. “Summer,” he says, “You’re in charge of the whole thing.”
When I think about marketing operations, I think of this quote — without a team, businesses that depend on technology would have a less-than-seamless experience carrying out their duties. In this post, learn more about marketing operations and why these teams are essential to a business.
What is marketing operations?
Marketing ops enable the greater marketing team to run efficiently. They also can scale their operations as the company grows larger.
The people involved in marketing operations align and optimize all processes, from data reporting to strategy implementation, to build a foundation that reinforces and supports marketing efforts, and makes it easier to achieve goals by implementing systems to ensure marketers are best equipped to succeed at their jobs.
Marketing ops can be considered a crucial element of your business, and below we’ll discuss why.
Why is marketing operations important?
Without marketing operations, it would be tough for marketing teams to complete essential activities effectively.
For example, as technology is necessary to carry out most marketing tasks, a team to manage the complexity of that technology and ensure it works as it should is also necessary — which is exactly what marketing ops is.
Here are some examples of situations that can be rectified by having a marketing operations team:
- Your investments in marketing technology don’t provide the solutions you thought they would.
- You want to streamline data reporting and metrics tracking to understand ROI.
- Strategy execution is a timely process, and you want to lower the amount of time it takes from start to finish.
At HubSpot, the marketing ops team is responsible for supporting the systems and processes that enable the marketing team to perform optimally in their roles. This includes everything from permissions, conversational marketing, user data, forms, and email operations.
An essential function of how well a marketing ops team works is proper management. So, in the next section, we’re going to talk about marketing ops management and what it entails.
Marketing Operations Management
Marketing operations management creates the framework for how marketing ops and teams do their jobs. This management will make strategic decisions on marketing activities and develop an optimized strategy that dictates beginning to end systems that will contribute to success.
As a point of reference, marketing operations is the process of strategizing and optimizing, while marketing ops management defines how that strategizing and optimizing will happen.
Source:: HubSpot Blog
