This dynamic has led to situations in which, for example, a company has different suppliers of the same solution in different business units or geographies. We have also found technologies with high capacities for “integration” and “collaboration” operating in isolation. Another tanzania business email list common situation is to find a low level of adoption of the technology. We are referring to the fact that employees have had little time to delve into its use and extract its full potential, limiting themselves to a practice to meet day-to-day needs.
In a context like this, it is not surprising that initiatives arise aimed at organizing, optimizing management and, above all, maximizing the ROI of investments made in Martech.
These initiatives fall under the category of Marketing Operations.
A 2020 Gartner study exposes the current role of Marketing Operations , the main challenges to be faced in achieving operational efficiency and effectiveness, and shows the benefits of having a Marketing Operations manager. These are the main conclusions:
There is an incompatibility when you want to combine the effectiveness of operations (for example, sending a campaign on time and without errors) with efficiency (we send the campaign with the least possible resources – time and people).
The lack of collaboration between teams , the inability to use the full potential of the contracted technology and the lack of alignment between strategy and execution are the main obstacles to operational efficiency.
The demand for professionals specializing in Marketing Operations management will increase in the coming years.
The KPIs that must account for the level of development of Marketing Operations are linked to the measurement of Efficiency (for example, the ratio of number of campaigns sent/number of hours dedicated) and the Impact on the organization (Sales).
