Marketing operations are often overlooked by companies, which can harm their growth and success because they are essential to creating clear procedures that will lead to successful marketing.
The majority of marketing teams want to improve results. They’re constantly trying to increase revenue, attract new customers, or raise brand awareness. Most marketing teams lack the resources and staff to be effective, and this is where marketing operations management comes into the picture.
Automating and integrating your marketing processes and workflows can help you achieve greater consistency, efficacy, and efficiency. The development and planning of marketing strategy, the creation and management of assets, campaign execution and analysis, and reporting are all important components.
This article will help you understand the purpose and importance of marketing operations for creative teams that are looking to streamline client communications and project delivery, save time and money, and boost client satisfaction.
Purpose of Marketing Operations
Marketing operations play an essential role in the success of any business. In 2021, the global marketing operations management market was valued at $9.6 billion. Good marketing operations management ensures that marketing activities are coordinated and executed in a timely, efficient, and cost-effective manner. It can also help optimize processes and resources to ensure that the organization can meet its objectives.
By leveraging data-driven insights, marketing operations can identify trends and opportunities for improvement as well as develop strategies for achieving business goals. Through their ability to measure performance against key performance indicators (KPIs), marketing operations can help businesses make informed decisions about their marketing investments.
Ultimately, the purpose of marketing operations is to ensure that all stakeholders within an organization have access to the right information at the right time to make better decisions and maximize ROI.
Core Elements of Marketing Operations
1. Score Leads
Today, there are two types of lead scoring: predictive and traditional. It’s more likely that the marketing team will develop the traditional method of scoring leads, whereas predictive models are based on software platforms controlled by the operations department.
Lead scoring can be used to measure the quality and willingness of your customers to communicate. The traditional lead scoring model is divided into two sections: detailed data (information collected on forms) and ambiguous information (digital body language followed by your marketing platform).
This data should be analyzed by your marketing automation team, and a model should be built based on the results.
2. Route Leads
Marketing operations are a subset of marketing that encompasses all the activities and procedures that support the delivery of marketing campaigns. Before launching a marketing campaign, it’s important to have the marketing operations that will make the campaign a success in place.
Leads can be routed through a marketing operations process that includes lead management, lead nurturing, and lead generation. Marketing operations look at how a business can create a lead-generation strategy to achieve its goals and generate revenue.
3. Marketing Attribution
Marketing attribution plays a vital role in marketing operations. This is not the same as the more common usage of attribution, which measures the impact of marketing on sales. Marketing attribution is a way to measure which marketing activities lead to sales and revenue growth.
Marketing is a costly thing, and this is why marketing attribution matters so much. In a nutshell, marketing attribution helps companies understand how their campaigns are performing and which channels are driving the most conversions.
Benefits of Marketing Operations
Marketing operations management is a great way for creative teams to boost efficiency by implementing predictable and standardized workflows and automating redundant tasks.
1. Improved Creative Process
If you’re a growing team, you may be tackling every project or campaign differently. Standard operating procedures are necessary to keep the creation and launch of creative assets in order, especially with the ever-growing amount and variety of content required for a single marketing campaign.
Leaders can document and implement repeatable processes for marketing that will eliminate any unnecessary confusion during creative development.
2. Increased Data Transparency
Marketing operations can help you ensure that no data about your business is hidden and is available to all team members. All stakeholders will be able to see the progress when there’s full data transparency.
Data transparency allows everyone to work together toward the success and growth of the company.
3. Tracking the Progress of Deliverables
Marketing operations managers monitor project progress and define milestones. This means that they won’t need to interrupt the creatives for updates unless someone has missed a deadline. A marketing operations team can also take on the task of project coordination and follow-up, allowing the creative team to focus more time on creating fresh content.
Marketing operations are the organizational backbone of a company and allow creative teams to complete their daily marketing activities effectively. Marketing operations hold the marketing department together by aligning processes, analyzing data, and setting goals.