Marketing Operations (MO) is a discipline within Marketing departments that aims to improve the organization’s efficiency and effectiveness. To accomplish this goal, MO typically uses concepts and tools such as:
- workflow design, process improvement and end-to-end management
- balanced scorecards and systems thinking
- organizational learning and knowledge management
- stakeholder analysis and change management
- data management, quantitative analysis and modeling
- competency development, quality tool-kit, and more.
By applying these tools across all Marketing activities, MO strengthens Marketing's return on investment and impact on corporate strategy.
What is the Future of Marketing Operations?
Whereas typical MO practices focus on metrics dashboards and automation of marketing processes, strategic MO integrates strategy, guidance, processes, metrics, ecosystem and technology, with the aim of running the Marketing organization as a value center, driving long-term company growth.
- Strategy: holistic vision, fact-based decision-making.
- Guidance: competency development, marketing governance.
- Process: lean enterprise, six sigma, supply chain.
- Metrics: profitability, predictive analytics, enterprise metrics alignment.
- Technology: enterprise marketing management, portfolio management.
- Ecosystem: successful collaboration with the key stakeholders.
- Infrastructure: back-end integration of processes, metrics, technology.
MO unleashes order and propels the impact of Marketing.
- Unleash Order: free Marketing of thealignment and accountability challenges of activity treadmills, waste, and unrealized vision.
- Propel Impact:rise above theagilitychallenges of narrow and reactive roles, silos and stakeholder conflict, and proving value to stakeholders.
Marketing Operations Future Forum
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“Marketing Operations Partners has parlayed the insights from the trenches into a grand view of Marketing Operations. Unlike typical pundits, they undertook the arduous and expensive task to interviewing and surveying stakeholders in the field of Marketing Operations, developing an uncanny, bottom-up realistic, pragmatic, and detail-oriented framework of current-state operations and how innovation leaders can pioneer new levels of integrated Marketing Operations. They've equipped marketing executives in transitioning into more effective operations management of marketing” – Michael Moon, CEO, Gistics
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