Functional Responsibilities of Marketing Operations
Six Core Priorities of Marketing Operations
There are six key priority areas for marketing operations:
Measurement and Analytics
Data Management
Planning and Budget Management
Marketing Technology Stack
Best-in-Class Processes and Agile Marketing
Marketing Operations Functional Design and Development
Scope of Responsibilities
Within each priority area, responsibilities range from strategic to tactical:
Strategic responsibilities focus on high-level planning, framework development, and cross-functional alignment.
Tactical responsibilities involve day-to-day execution, administration, and operational tasks.
Key Responsibilities in Each Priority Area
Measurement and Analytics
Developing measurement frameworks and defining metrics
Interpreting metrics and providing insights
Producing reports and dashboards
Data Management
Implementing master data management and governance
Developing marketing data strategy
Managing data quality and stewardship
Planning and Budget Management
Facilitating cross-functional planning alignment
Managing the annual marketing planning process
Coordinating integrated campaigns
Overseeing marketing budget operations
Marketing Technology Stack
Developing technology vision and roadmap
Conducting gap analysis and vendor selection
Managing technology inventory and deployment
Best-in-Class Processes and Agile Marketing
Enabling organizational agility
Optimizing processes and managing change
Documenting and auditing processes
Marketing Operations Functional Design
Defining goals and strategy for marketing operations
Designing the organizational structure
Optimizing skills and resources
Adoption and Usage of the Model
Organizations can use this model to:
Conduct a functional audit of their marketing operations capabilities
Build on early wins to expand responsibilities
Develop business cases for additional resources or strategic functions
Identify opportunities to reallocate resources
Key Takeaways
Marketing operations is a strategic function critical to marketing effectiveness
The scope and impact of marketing operations grow as organizations mature
Marketing operations serve diverse stakeholders across the organization
The function is a key driver of growth and optimization for marketing
Organizations can assess their current marketing operations capabilities and develop a roadmap for enhancing this critical function to drive marketing performance and business growth.