52 Reasons to Embrace Marketing Operations

By Gary Katz

marketing operations reasons

What is a Marketing Operations mindset? I made a commitment to share 50 reasons, over Twitter, to embrace Marketing Operations; one tweet per day over the next 50 days. This shaped my thinking for what I now call Marketing Operations 2.0, and led to the development of the course I now teach for UC Extension and my own company. I added a couple of new reasons and organized the list into four topical categories: enterprise transformation, marketing accountability, marketing efficiency and effectiveness, and marketing transformation. Enjoy!

Enterprise Transformation

  1. A generator of generative learning. Marketing Operations = greater capacity to create the future & reinvent Marketing from within.
  2. Align the yin to Web 2.0’s yang. Marketing Operations provides infrastructure, knowledge sharing, transparency from the inside out, complementing Social Media’s outside-in approach.
  3. Competitive advantage. Organizations committed to Marketing Operations out-perform the competition in efficiency, effectiveness.
  4. Customer-centricity. Mobilizing behind the customer requires cross-functional alignment & collaboration. Marketing Operations drives this effort.
  5. Early warning. Competitive, market dynamics can be opportunities or landmines. Marketing Operations tracks leading indicators to manage turbulence.
  6. Enterprise health. Like a good circulatory system, MO enables blood flow between Marketing & other groups.
  7. Greater shareholder equity. Alignment of data, forecasts & metrics leads to more predictable results.
  8. Live the brand. Narrow the gap between your marketing messages and your enterprise’s actual performance.
  9. M & A integration. Large orgs combining = disparate systems + information silos + competing cultures. Marketing Operations enables 1+1 = 3.
  10. Robust institutional memory. Scattered memory = wasted investment. Marketing Operations = documented, shared knowledge.
  11. Scalable marketing. Organizations over-relying on individual heroics waste resources, burn out people, don’t learn from experience.
  12. Smarter decision-making. The right data + process + technology = maximum learning IQ = breakthrough results.
  13. Superior customer experience. Marketing Operations aligns touch points so actual experience resonates with brand promise.
  14. Sustainable market leadership. Marketing Operations provokes continuous innovation through business intelligence, voice of the customer, process, company-wide involvement.
  15. Sustainability. A Marketing Operations approach (solid foundation, conscious stewardship) is built to last.

    Marketing Accountability

  16. Better corporate citizenship. Marketing Operations owns marketing performance, accountability, compliance (including sustainability).
  17. Compliance leadership. Laggards no more, Marketing Operations helps Marketing set quality/performance standards in the enterprise.
  18. Credible dashboards. Garbage in. G.arbage out. A nifty looking dashboard is useless if its output is questionable or non-actionable.
  19. Fiscal responsibility. Use it or lose it = misuse it and lose it anyway. Marketing Operations delivers budget management discipline.
  20. Investment insurance. Marketing is a top organizational spender. A big budget without operations to monitor effectiveness is fiscally negligent.
  21. Marketing strategy = Enterprise strategy. Marketing Operations is key to aligning Marketing to enterprise strategic objectives.
  22. Meaningful metrics. Marketing dashboards are useless without a Marketing Operations focus to determine what & why to measure.
  23. Metrics granularity. Measurable data has grown 10x since 2000. It takes a genius to manage this information explosion. Marketing Operations is a great home for such talent.
  24. Quality quant-ing. Analytics should not become anal-ytics. Marketing Operations keeps the focus on stats that matter.
  25. Resource justification. Demonstrate the value of your programs and people; protect them from being axed in tough times.
  26. Risk/contingency management. Marketing decisions can create exposure. Marketing Operations owns Go to the full article.

    Source:: Business 2 Community

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