Marketing operations are the behind-the scenes processes that support and optimize marketing teams and campaigns. They’re not as flashy as your company’s award-winning TV spots or interactive digital ads, but they’re the basis that aids marketers in achieving their objectives and improve over time.
The term «marketing operations» is often used to describe the process of creating and maintaining marketing assets, such as collateral such as data management, reports and collateral, as well as connecting all of them with the rest of the business. It can also refer to the wider scope of project management information analysis, data management IT support, and other administrative tasks.
Modern marketing teams are able to work across multiple disciplines such as sales, design, and development. This means that multiple processes and systems must be interconnected to ensure that marketing teams are able to deliver the right content to the right people at the right time to meet business objectives.
A significant aspect of the job entails establishing and optimizing marketing tech stacks to reduce complexity and help the team to meet their goals quicker. Typical tasks include managing marketing automation solutions such as evaluation and approval platforms such as a content management system, AdWords technology and a CRM solution.
It is easier for marketing teams to accomplish their goals when they have clear, well-defined guidelines in place. It allows them to establish and communicate their marketing strategy with internal stakeholders, and it gives everyone a clear understanding of what is expected of them. It lets marketing teams create SMART objectives that are specific, measurable realistic, attainable and Time-bound (SMART) so they can establish more realistic timelines and timelines for projects and campaigns.
