In an environment of creatives, emerging technologies, and bottom lines we rarely discuss the mechanics of Marketing or Marketing Operations. Marketing is hard. Whether you’re a Marketing Manager, Director of Marketing or VP the need for a more transparent, efficient, and responsible view of marketing is shared. While you’re expected to have a wide breadth of skills as a marketing lead in your organization, you cannot simply be expected to be able to do it all.
The function of Marketing Operations is what affects change. I have come to think of Marketing Operations as the left brain. MO is the role responsible for strategic planning and execution as well as process development. What good is an idea if you can’t act on it?
At its core, MO aligns strategy and processes by managing activities across various marketing and non-marketing channels. Marketing operations are at the center of the marketing activity. Beyond executing a campaign smoothly focusing on the processes allows you to know that the pieces are connected, so there’s no wasted effort.
When I worked in an agency one of the biggest issues, we would face internally was based on process. The strategy would be great, the creative would be great, but the execution would lack. Not for failure to start but for inability to think through the entire process. So before you start your next Marketing Campaign take the time before you launch to dot the ‘I’s and cross the ‘T’s’ by engineering the process. If you need help engineering your next Marketing Campaign, holla at your girl.