Marketing operations have evolved into a critical specialist role as marketing technology continues to grow rapidly. In simple words, marketing operations is an umbrella term that refers to the people, processes, and technology that help a company’s overall marketing strategy succeed.
Management Of Marketing Operations
The framework within which marketing operations and teams operate is established by marketing operations management. To help the company succeed, this management will make strategic marketing decisions and develop an optimized strategy that dictates start-to-finish systems.
Marketing operations is the process of strategizing and optimizing, whereas marketing operations management is the process of strategizing and optimizing.
Because the goal of marketing operations management is to increase efficiency, ops teams are frequently in charge of content planning and campaign analysis.
Importance Of Marketing Operations Management In Driving Maximum Impact For Your Organization
Marketing operations cover a wide range of activities, including collateral creation and maintenance, demand generation, and performance measurement, to name a few.
You can plan and develop marketing programs and workflows based on corporate initiatives and deliver confidently at a tactical level with consistent messaging, collateral, and execution methods if you take the right approach to marketing operations management.
The following are five key marketing operations areas to concentrate on in order to maximize your company’s impact:
- Management Of The Customer Lifecycle
Marketing is increasingly taking on responsibility for the entire customer lifecycle. According to a recent study, “customer lifecycle engagement could actually be referred to as marketing lifecycle engagement,” because marketing is the only function that is consistently involved in all stages of the customer journey.
Closed-loop reporting across your marketing automation platform and CRM is essential. This means that it’s critical for marketing and sales teams to know whether a lead or account is in the buying process at any given time. This is where the first pillar of marketing operations and customer lifecycle tracking come into play.
- Lead Scoring
There are two main types of lead scoring in today’s market: traditional lead scoring and predictive lead scoring. Standard lead scoring will be discussed in this post. Predictive models use software platforms maintained by the operations team, whereas a marketing operations team would most likely create this model.
Lead scoring allows you to assess the quality of leads in your database and their readiness to speak with a sales representative.
Detailed data (information collected in forms) and implicit data are the two main components of traditional lead scoring models (digital body language tracked in your marketing automation platform). Your marketing automation team should be responsible for analyzing this data and developing a model based on their findings.
- Lead Routing
Lead contact and qualification rates drop dramatically in minutes after a prospect submits a form on your website, and they continue to drop over the next few hours. The marketing operations team must route this lead into a sales rep’s queue quickly.
This is best accomplished by using a marketing-qualified lead workflow and lead assignment rules in your CRM to route the lead to the appropriate sales rep based on territory or specialization, such as company size broken down into SMB and enterprise.
- Attribution In Marketing
Another crucial area where the marketing operations team’s focus is required is to track campaign data and measure this data. Although the process is challenging, it helps them build proper infrastructure and improve operational efficiency.
Advanced attribution models, especially complex models that evaluate a variety of datasets for online and offline campaigns, can be time and resource-intensive to get right. When done correctly, however, attribution provides many advantages, including:
- Optimized Marketing Spend
- Increased ROI
- Improved Personalization
- Improve Product Development and
- Optimized Inforgraphics
- Database And Platform Management
The final core function of marketing operations is to maintain a clean and up-to-date marketing and sales technology stack. This frequently necessitates the integration and management of more than ten platforms.
Without marketing operations, you can’t do marketing. As you can see, marketing operations is a critical component of any modern B2B marketing and sales team.
Don’t underestimate the importance of laying a solid marketing and operations foundation, whether you’re a startup with high-growth ambitions or an established mid-market or enterprise company looking to integrate a modern demand-generation approach.
Spending the time and resources necessary to lay the groundwork now will enable you to make better decisions and scale your business more quickly in the future.
Real business improvement comes from marketing operations. Its primary purpose is to make processes more efficient. That’s what I’m talking about when it comes to growing a business. It’s there to read data, analyze it, and figure out how to duplicate successful campaigns while avoiding wasting money on unsuccessful ones.
All of this is for the betterment of the business. However, you must provide all data to marketing operations to turn it into something useful.