Mike Owen
Mike Owen 26 February 2016

Marketing Operations

As it is widely accepted that over 67% of a customers’ buying journey is online, it is clear that to impress potential customers, content from marketing and sales has to be consistently great and the machinery that delivers it has to function properly and seamlessly.

It also needs to be delivered at the right time and in the right place. Meanwhile, the sophistication and variety of that marketing machinery is continuing to grow explosively.

The core problem or frustration has been how to manage all of this and yet still show clear ROI and cut costs while improving customer engagement. This has led to the rapid emergence of marketing operations as the governing role so that different interrelated operational responsibilities can be effectively managed in a coherent manner.

Obstacles within the organization

The previous cornerstone of marketing strategy of 1:1 marketing has been the holy grail, however the mantra of ‘a single customer view’ may still be a little way off due to organizational ‘silo’ structures and lack of transparency with departmental and agency partners hindering progress.

Forrester states in the paper, Predictions 2016: The New Benchmark For Brand Management: "In 2016, few marketers will be able to build digital bridges to individual customers that would allow the collection and real-time analysis of continuous data and then context-relevant delivery of a personalized marketing or product experience. Marketers will advance towards 1:1 marketing through personalization of the customer experience, but it will be a gradual process."

Instead marketers will seek out solutions where marketing ROI can be demonstrated, measured and streamlined to cut costs and speed efficiencies. Marketing operations is the new kid on the block to bring these efficiencies where process, technology and people come together to deliver marketing effectiveness.

In a recent paper , McKinsey’s David Edelman and Jason Heller gave credence to the fact that driving efficient marketing operations could deliver up to 25% improvement in marketing effectiveness through ROI and customer engagement metrics.

Harness the ‘right technological fit’ for the organization

Getting the right technology, processes and people will be essential for success.

As McKinsey points out, to get marketing operations right, is not just about getting the ‘best’ platform technology but it is more about getting the ‘best‘ technology fit for the organization.

To choose the right fit will need a consideration of the following:

  • Cultural will and governance
    In order to apply the best fit technology to drive the success of marketing operations there needs to be a coming together of the operational marketing strands. There needs to be an interdepartmental motivation to make it happen to collaborate effectively.

  • Greater flexibility and easy integration options
    By considering a flexible agile technology, organizations can take advantage of easy integration with legacy systems or quickly change according to moves in the marketplace. Platforms can equally be provided as on-premise, SaaS or hosted environment.

  • Advanced tools for marketing operations
    Above all, it needs to be advanced to provide the tools for marketing to operate in. This may need the ability to actively engage with customers across different channels, languages and regions.

  • Process development and automation
    It is also about analyzing and automating the right processes, for the organization to improve efficiencies and to help develop the right customer experiences.

  • Improved Collaboration
    Technologies can help to get partners and departments onside through improved collaboration and transparency. In addition, better agency/partner governance will ultimately deliver a better and more creative product. Time spent on wasteful and untimely issues will be diminished.

As Scott Brinker from has commented: “I’ve said before that he who controls the software controls the marketing. If you add on top of that control of data, control of budget accountability, control of best practices, and control of cross-silo marketing and sales visibility and coordination, marketing operations may very well become king.”

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Google Analytics in Only Three Numbers

Google Analytics in Only Three Numbers

Financial advisors and other professionals can decipher a lot of information from Google Analytics with three simple categories.

Marina Howell
Marina Howell 17 October 2016
Read more
How to Optimize Your Confirmation Email Design and Make It Bring You More Sales

How to Optimize Your Confirmation Email Design and Make It Bring You More Sales

Email marketing is not just about newsletters! Transactional and confirmation emails shouldn’t be neglected when it comes to design and content. An exceptional confirmation email can help you nail another purchase in minutes.

Roland Pokornyik
Roland Pokornyik 17 October 2016
Read more
Get a Complete View of Your Customer Journey in 5 Easy Steps

Get a Complete View of Your Customer Journey in 5 Easy Steps

Here's how you can get a complete view of your customer journey so that your email campaigns continue to win new customers.

Sophia Skinbjerg
Sophia Skinbjerg 18 October 2016
Read more
How to Solve the Two Biggest Challenges of Social Media Marketing

How to Solve the Two Biggest Challenges of Social Media Marketing

Most small businesses spend more than 6 hours per week on social media marketing and more than one-third post at least once per day. Along with finding the time, the other biggest challenge professionals face is finding the right content to post. If you’re experiencing these challenges, keep reading because we’re going to help you solve them.

Melissa Darcey
Melissa Darcey 20 October 2016
Read more