Marketing Operations Defined

Marketing Operations is a broad term that collectively describes the function of the marketing organization, including process, technology, and human resources, that allow marketing to efficiently scale with quality and consistency.

It serves as the backbone of a marketing team, delivering planning, governance and support functions to allow traditional marketing functions to focus on delivering value.

Marketing Operations is an organizational approach to creating demand for products and services. It focuses on end-to-end marketing optimization— from planning and budgeting to execution and analysis.  Marketing Operations increases efficiency and drives consistent results in marketing-focused organizations. It builds a foundation for excellence by reinforcing marketing strategy with metrics, infrastructure, business processes, best practices, budgeting and reporting.

Marketing Operations professionals often are not classical marketers. Rather than PR or branding backgrounds, they come from Finance, IT, Sales Operations and other analytical or process-oriented roles. Increasingly, Chief Marketing Officers (CMOs) staff includes financial analysts, programmers, project managers, data gurus, and market researchers.

Some may say that Marketing Operations is an injection of left-brain thinking into the typically right-brained-heavy marketing function. This has led to the need for marketers to expand their skill set to include technical and analytical skills in addition to the traditional marketing skills.