What is Marketing Operations?

If you're a business leader, then you know that marketing is a critical component of success. But what about marketing operations? What is that, and why is it important?

While often an afterthought behind flashy brand campaigns, content creation, or paid ad spend, having the right marketing operations strategy is critical to ensure that budgets are being used efficiently and that your organization can support sustained growth.

You need someone that understands marketing operations for almost every marketing task from setting up your website to properly track traffic to determining lead flow to configuring automation, regardless of your technology stack, sales process, or the product/service you're selling.

Let’s say you’re ready to spool up a paid ad campaign. Marketing operations would be responsible for ensuring its properly tracked in your CMS and that the leads are routed properly through your marketing automation. If there’s a configuration error, your paid media manager may make the wrong optimizations, your sales team may not get the right notifications, and your paid ad spend could end up a big money fire instead of a big driver of leads.

What about a brand campaign? Well you may want a dedicated landing page or a dedicated tracking URL so that you can measure the direct impact. You’ll want analytics set up around second-order benefits like monitoring branded search traffic or the size of your social media presence.

To use a sports analogy, marketing operations is your marketing (and sales) teams offensive line, responsible for the unglamorous but incredibly important work in the trenches that lets your stars – content and creative – shine and make your marketing campaigns successful.

If your marketing campaigns aren’t bringing the results you want, you’re not sure if you have the metrics you need, or your sales team keeps wondering why your automation is off-key, you may have marketing operations challenges. Want a professional look under the hood? Reach out to set up a call and get your marketing operations fixed up today.