Data is everywhere. Channels are exploding. Technology is changing. Executives require more detailed reporting. Intuition and experience are no longer enough. You are living in the “show me” era. Marketing leaders cannot deal with this alone. You need a right hand, called marketing ops.

Empower your marketing team to do their best work. Remove Marketing’s non-program responsibilities and streamline those that can’t be off-loaded. Put together a marketing operations plan that improves efficiency through process and technology. Incorporate systems that remove the administrative burden by automating core business processes. And leverage metrics and best practices for improved Marketing success.

 

It’s difficult to grow revenue faster than your industry’s growth rate and faster than your competitors. Leverage the How to Make Your Number in 2018 Workbook to access a revenue growth methodology to hit your number quarter after quarter, and year after year.

 

A solid marketing operations plan can help you hit your number. Start with these steps. Start here to enable your marketing team with a strong marketing operations plan.

 

Put the Right Leader in Place

The CMO is held accountable for keeping on top of marketing activities and performance. A strong marketing-ops leader can make that job easier.

 

A marketing-ops leader tracks the pulse of the marketing landscape. They chart a course to generate greater value from marketing spend. They are tasked with:

 

  • Making sense of new marketing. They determine which tools align with business objectives and offer the greatest benefit.
  • Analyzing and effectively utilizing data generated from the chosen marketing tools. They also provide data-driven insights to improve marketing programs.
  • Providing an objective measure of marketing programs. They help the CMO determine what works and what doesn’t.

     

This leader leverages objective analysis through rigorous testing of messaging and strategies against benchmarks. This adds a new layer to marketing strategy, as it is traditionally not data-oriented. Traditional marketing measurement comes from focus groups and surveys, which are limited in accuracy. Quantitative data can give Marketing a whole new perspective.

 

But to succeed today, quantitative and qualitative measurement must work together. A strong marketing-ops leader can bridge that gap and drive greater marketing yield.

 

To enable this role’s success within your marketing department, create a charter. Clearly define what part they will play. What is this leader responsible for? Not responsible for? How can they ensure value is delivered?

 

To support the CMO, place a strong leader within marketing operations.  This recent article provides rationale for investing in marketing operations leaderhship, and download our Marketing Operations Evaluation Checklist is a helpful tool to evaluate where you sit. It will help you better understand the functions your director will be responsible for.

 

Leverage Technology to Improve Productivity

Next, consider the technology Marketing is using, or could use in the future. Can you leverage new technologies to improve productivity? Are there other options within each category that may include better functionality? Think about the following:

 

  1. Marketing automation
  2. Customer Relationship Management (CRM)
  3. Email marketing
  4. Website optimization/analytics/recommendations
  5. Content Management System (CMS)
  6. Social media management
  7. Marketing analytics
  8. Predictive analytics
  9. Sales enablement
  10. Mobile play books
  11. Partner resource management
  12. Learning Management System (LMS)
  13. Social collaboration
  14. Sales portal
  15. Event management 

     

Create Your Marketing Operations Plan

When it’s time to create your plan, use this list of questions as a guide.

 

  • What are the objectives for your marketing operations team?
  • What is your data plan? How do you execute it?
  • What is your analytics strategy? How do you execute it? How do you incorporate predictive analytics?
  • What dashboards do stakeholders need to make decisions?
  • How do you track results at the campaign, program, activity, offer and content levels?
  • Are there opportunities to replace qualitative with quantitative measurement?
  • How do you streamline and improve your marketing budget process?
  • How do you make executive reports filled with marketing insight available quickly and easily?
  • What technologies does Marketing need to be effective?
  • What resources are required by the marketing ops team? What is each role responsible for? How should the team be structured?

     

This should give you a head start when you create your marketing ops plan. Need more help creating a plan that will hit the number?  If you would like help with making marketing scientific, visit The Studio, SBI’s multimillion dollar, one-of-a-kind, state-of-the-art executive briefing center. A visit to The Studio increases the probability of making your number because the sessions are built on the proven strength and stability of SBI, the industry leader in B2B sales and marketing.

 

The Studio Executive Briefing Center

ABOUT THE AUTHOR

Scott Gruher

Orchestrates and designs the perfect project strategy, one engagement at a time, to ensure that every SBI client makes their number.
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ALL PEOPLE

Scott joined SBI in 2010 with years of hands-on experience in sales leadership and enterprise selling. Since his arrival, he has helped dozens of organizations dramatically accelerate growth, from Fortune 10 organizations like Phillips 66 to fast-growing cloud service organizations like InfusionSoft. Scott specializes in cross-functional alignment. He helps leaders align around the growth goal and design the right processes to bring the strategy to life. His unique combination of real world experience and a pragmatic approach to problem solving have made him one of SBI’s most demanded resources.

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