Marketing Operations will help make your Marketing Department become a data driven organization.

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 are expecting data driven insights and greater ROI from all Marketing programs.

 

SBI’s Marketing Operations Evaluation Checklist is a helpful tool to evaluate where you sit. The checklist will help you better understand the functions your Marketing Operations team should be executing on.

 

If you would like additional information and help with Marketing Operations, read these two SBI blogs:

 

  1.  6 Things You Must Do to Get Marketing Operations in Shape
  2.  Double Down on you Marketing Operations Investment.

     

What’s your Marketing Operations Plan?

 

A strong Marketing operations plan leverages objective analysis. It rigorously tests messaging and strategies against benchmarks. It no longer relays on traditional marketing efforts. Such as focus groups and surveys. It pairs quantitative and qualitative data together to support sales initiatives and drive revenue.

 

To build a strong Marketing operations plan, you should focus on following tasks:

 

  • 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.

     

When executed successfully, these tasks will provide an entirely new view into your Marketing organization. You will see your Marketing organization through a scientific lens. This lens will provide data driven insights and actions that drive marketing yield and revenue growth.

 

How does Marketing Operations best support Sales?

 

Marketing operations should plan, execute and report with one goal in mind: How do we best support sales?

 

If your marketing programs are not aligned to help drive the specific outcomes of sales initiatives, your organization as a whole will struggle to grow revenue and hit its number.

 

To answer the question “How do we best support sales”, marketing operations should be able to answer the questions below:

 

  • What Data Supports this?

     

  • What is the ROI?

     

  • Are we Optimizing Marketing Spending?

     

What Data Supports this?

 

For every campaign, event, new content or other marketing program, you should have quantitative data that supports the need for it.

 

What are the industry benchmarks? How did this program perform last year or last quarter? How many customers or prospects have requested this program? What does the win/loss data say?

 

A great Marketing operations team uses these numbers to quantify and support future programs.

 

What is the ROI?

 

Did you build a proforma to predict the success of your program?

 

For every marketing effort you plan you should be able to calculate an ROI. What is the expected ROI and how are you measuring it?

 

Far to often are marketing efforts judged on attendance, click through rates, number of leads created, etc. Your proforma needs to tie marketing efforts directly to revenue. A successful marketing operations team will tie marketing efforts to closed opportunities.

 

Are we Optimizing Marketing Spend?

 

One of the largest impacts Marketing operations can make on your organization is reallocating Marketing dollars. Yet few organizations do it well. Ask yourself the following:

 

  • How often are you reallocating marketing spend?

     

  • Are you reallocating marketing spend at all?

     

  • Do you evaluate your marketing spend on a monthly or quarterly basis?

     

High performing Marketing operations teams measure what dollars are creating the largest ROI on a monthly and quarterly basis.  They shift marketing dollars between demand generation initiatives based on performance. They hold more or cancel webinars based on attendance and ROI. They look at what programs are not performing well and stop them sooner than later.

 

For Marketing operations to help drive revenue, you need to take a data driven, scientific approach. You need to be constantly asking yourself, are we best supporting sales? You need to be consistently answering this question with quantitative reasons. If you are not confident answering this question, review SBI’s resources and tools below.

 

If you would like additional information and help with Marketing Operations, read these two SBI blogs:

 

  1.  6 Things You Must Do to Get Marketing Operations in Shape
  2.  Double Down on you Marketing Operations Investment.

     

SBI’s Marketing Operations Evaluation Checklist is a helpful tool to evaluate where you sit. The checklist will help you better understand the functions your Marketing Operations team should be executing on.

 

 

Additional Resources

 

If you would like more help making marketing more scientific, take SBI’s Revenue Growth Diagnostic.

 

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ABOUT THE AUTHOR

Kyle Bushey

Helping clients understand customer trends and insights that maximize revenue growth.

Kyle’s diverse background in sales, finance and entrepreneurship position him to understand the challenges that senior management face. His experience in account management, product launch and finance, allow him to provide strategic and tactical support across multiple levels and functions within an organization. Wile educated and trained in finance, Kyle spent multiple years in field sales and account management learning first hand how to hit his number. This deep understanding of sales and finance combined with SBI’s Revenue Growth Methodology brings immediate value to clients.

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