Data is everywhere. Channels are exploding, and technology is constantly changing. Marketing leaders now require detailed reporting in order to make data-driven decisions. And this requires the help of a “right hand”, otherwise known as marketing operations. My colleague, Mark Synek, and I recently spoke with Scott Brinker, the author of cheifmartec.com. Watch as Scott discusses marketing strategy, and specifically the intersection of marketing, technology and management.

 

We will start the discussion by clearing up the confusion around the role of marketing ops. Scott explains why, though the role has been around for a while, it has recently exploded. He’ll also discuss the many challenges that organizations face when thinking about and developing marketing ops.

 

Next, we’ll continue the show by exploring how to set objectives for the marketing ops team. How should marketing leaders correctly set the objectives and develop an executable data plan? And finally, Scott will touch on the topic of marketing technology. He will explain what stands between marketers and the ability to effectively leverage marketing technology.

 

Finally, Scott will end the show with critical insights for marketing leaders who are trying to evaluate their needs for ops and systems. Watch as Scott walks our audience through how to develop and execute a marketing operations plan. After watching, if you’d like to take the next step, download our workbook, How to Make Your Number in 2017. It’s our 10th annual workbook that serves as the guide for sales and marketing leaders with aggressive revenue growth goals.

ABOUT THE AUTHOR

John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.
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John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.

 

John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.

 

His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.

 

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