Do we really need another buzzword?
The answer is "no, but...". No, we don't, but we do need to put words to new processes and new ways of working. Marketing Operations is about taking responsibility for the totality of the different marketing channels. And linking communications and marketing into a single ecosystem. Simply put, Marketing Operations aims to increase the efficiency, agility and value of the marketing and communications organisation. What today's marketing means? SEO, SEM, Social channels, Email marketing, advertising, website updates, CRO, blogging, content marketing, event management, webinars, etc.... A CMO's biggest challenge is to run all of today's marketing channels on a limited budget and connect them to the potential customer's buying journey all the way to conversion. But how is this possible? It is achieved by linking systems and processes to gain insight into which activities deliver the best ROI and ultimately focus resources on what works best. It sounds so simple when you explain it, but like so many things, it's more complicated in practice (we'll go into this in more depth in future blog posts). Marketing operation uses Marketing Automation as an automation and analytics platform, changing the focus from activity to prospect and thus linking different activities in different channels. Transparency is a big and important part of Marketing Operation and it can only be achieved through constant reporting, analysis and optimization of all marketing and communication activities. Historically, the marketing department has mostly been seen as a cost. A department that worked on something that was difficult to measure (branding) while it was the sales department that brought in the money. With increased transparency, both within the department and outside, this view is changing completely. Now each marketer can show exactly how much they have contributed to the deal. Marketing Operations is about the big picture, about having control, transparency and being able to make quick, data-driven decisions. Marketing Automation is the tool, Marketing Operations is the overall strategy and mindset. Want to know more? Then you can always get in touch with us, or subscribe to the newsletter below.