For over a decade, we’ve observed Sales Operations help monitor and execute sales strategies in real-time at organizations. While the Vice President worked on long-term strategies and growth, sales operations was more tactical and provided daily leadership and coaching to keep the ball moving. It’s the difference between the head coach and the offensive coach.
What is Marketing Operations?
With the advent of omnichannel marketing strategies and marketing automation, we’ve seen success in the industry with marketing operations management. The marketing department is filling up with tactical resources, working on the optimization and production of content, campaigns, and other initiatives. As Nadim Hossein of BrightFunnel wrote a year ago:
As marketing eats more and more of the sales cycle, these technologies are at the center. And this means that marketing operations becomes an increasingly strategic role — slotting itself at the intersection of marketing analytics and decision-making and revenue generation tactics.
David Crane and the team at Integrate put together this fun infographic, the Marketing Operations Skill Game, on the 5 pivotal dimensions that ensure marketing operations excellence.
What Makes Marketing Operations Successful?
- Marketing Alignment – Marketing Operations must closely collaborate with all adjacent teams ens manage the tools and technology that facilitate sales and marketing alignment. Just 24% of salespeople say there is good collaboration between marketing and sales Tweet This!.
- Systems Integration – Marketing Operations ensures all systems and tools involved will improve customer communication. I’d add that the goal should be a single view of the customer that’s shared throughout. Only 33% of companies who use CRM and Marketing Automation said the two were integrated well Tweet This!.
- Data Quality – Marketing Operations must be diligent in its approach to data hygiene and organization-wide utility. 25% of B2B Marketing databases are inaccurate and 60% of companies have unreliable data Tweet This!.
- Lead Velocity – Marketing Operations is charged with arming sales teams with the data needed to serve the prospects immediately. 30 to 50% of sales go to the vendor that responds first Tweet This!.
- Measurement and Analytics – As marketing technology capabilities expand, more data will be driven into the organization. This will require someone facilitate the organization’s understanding of the performance. Marketing analytics budget are predicted to increase 84% in the next 3 years Tweet This!.