Marketing Operations Defined

Marketing Operations is a broad term that collectively describes the people, processes, and technologies that enable marketing to operate efficiently and to scale with quality and consistency.  Marketing operations is more encompassing than the conventional definition of marketing because it adds technical and analytical approaches in addition to creative ones.

This combination of analytical, technical, and creative approaches is essential in today’s ever-growing data and technology environment to maximize the benefits for companies as well as their customers. It offers opportunities to develop better customer relationships based on the data available and deliver personalized experiences across an increasing number of marketing channels while increasing marketing efficiency and effectiveness.

As a result, marketing managers that want their teams to include marketing operations functions must expand their team’s skill set to include technical and analytical skills as well as creativity.

Marketing operations professionals often are not who would have previously been thought of as “marketers” or associated with the marketing function. The professionals that serve in marketing operations (MOPs) roles frequently come from analytical or process-oriented backgrounds. It’s now not uncommon for a Chief Marketing Officer’s (CMO’s) staff to include analysts, programmers/developers, project managers, data experts, and market researchers performing marketing operations functions.