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What are Marketing Operations?

What are Marketing Operations?

Marketing Operations covers the technology and platforms that allow an organization to communicate directly to its prospective customers. 

Marketing Operations Management is the oversight of these technologies, and involves managing the resources to research, implement, and improve upon marketing technologies so that marketing efficiencies and resources may be maximized.

Marketing platforms and technology are growing at a rapid clip and as marketing departments grow, having a marketing operations role is becoming more vital.    

MarTech Today recently identified the top 5 marketing technology and operations responsibilities as being:

  1. Research and recommend new marketing technology products
  2. Operate marketing technology products as an administrator
  3. Train and support marketing staff on using marketing technology products
  4. Integrate marketing technology products with each other
  5. Monitor data quality within marketing technology products

This same article also adds that senior-level marketing operations roles also have the following added responsibilities:

  • Architect the overall marketing stack of all marketing technology products
  • Monitor the performance and other SLAs of marketing technology products
  • Integrate marketing technology products with non-marketing systems
  • Perform technical reviews of marketing technology products
  • Identify and sundown outdated or unused marketing technology products
  • Identify and consolidate multiple instances of same or similar marketing technology products

Marketing Operations is now a key part of a company’s marketing ecosystem. Who manages marketing operations for your company?

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