Marketing operations( MO ) as a dedicated, money and strategic ability has explosion across B2B marketing organizations. Driven by traditional marketingas poor response to changes in technology, customer behaviour and use of data for decision-making, the marketing operations function is not just filling the gap, but also creating a competitive advantage for organizations by enabling change and revenue results from marketing.
I consider a big difference in companies of all sizes with a marketing operations squad versus those without one. Businesses I work with that have a dedicated operations squad typically have and attain revenue targets. Companies that do not have a dedicated marketing operations organization are laggards on non-respendable revenues marketing journey.
I’ve been lucky to have a front-row seat to the evolution of marketing operations as a capability. But what fascinates me most is the new generation of marketing operations leaders who are emerging.
Read more: marketingland.com