Marketing Operations, in practice
In more practical terms, MOps teams are called upon to develop, implement and manage optimised processes and work methodologies . Their goal is to create a framework that efficiently links the professionals involved (Marketing Manager, Marketing Specialist, Content Specialist, SEO Specialist, Copywriter…), that provides processes and a structured work method, stimulates communication between the divisions involved (marketing, sales and service, first and foremost), breaks down data silos and provides all the technology needed to achieve the ultimate goal of the marketing strategy. In concrete terms, this means dealing with:
design, optimize and supervise processes with a systemic approach;
evaluate and implement the solutions that make up the MarTech stack;
train and update the professionals involved;
promote the development of communication channels between different divisions;
define metrics and KPIs;
coordinate departments;
design integrations between the various tools in the MarTech stack;
make data available to all divisions.
Marketing Operations: Why They Are Necessary
You might be wondering, at this point, why Marketing Operations are so essential. Generally speaking, it depends on a mix of different factors:
various professionals involved;
poor communication between divisions, resulting in independent tools and data silos;
processes that are not always optimized or supervised in a timely manner;
MarTech stack increasingly heterogeneous and complex.
On the positive side, McKinsey analysts believe that marketing georgia whatsapp number Data 5 Million operations can provide an increase in marketing effectiveness, measured through ROI and customer engagement metrics, of between 15 and 25%. The same analysts, however, point out that 84% of marketers do not yet follow – for example – a formally defined content strategy nor do they have a content supply chain governed by well-defined rules. In complex ecosystems, including dozens of agencies, production studios and independent partners, the absence of a consolidated and effective operational framework has the sole effect of significantly increasing costs (up to +25%), without this translating into a corresponding return on investment.
How to Define a Marketing Operations Strategy
Having understood the role and centrality of Marketing Ops, how should companies actually move? How can we define a solid strategy capable of bringing value and results?
Returning now to quote Hubspot, the first step consists in understanding the purpose of the MOps strategy, or what it will have to generate for the stakeholders. It is therefore necessary to involve them to understand the high-level needs, any pain, obvious criticalities and inefficiencies that can emerge even at a very high level of observation.
Once the need, or high-level needs, have been identified, the MOps team commits to structuring a framework to satisfy them , which as is known involves the three pillars of people, processes and technologies. In other words, Marketing Operations must align with strategic objectives by ensuring that the best technology is available and accessible, that there is no shortage of skills (if not, they must be trained or acquired) and that the process is structured, executed and governed in an end-to-end manner , which involves alignment between divisions, valorization of data and, above all, the elimination of silos of all kinds. In other words, blocks and inefficiencies must be eliminated.
