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What is marketing operations management?

by Casey Schmidt  |  January 31, 2020

3 min. read
A marketing team applauds at a meeting.

Marketing departments need a system that provides valuable oversight to tasks, performance insight and directional guidance to teams. The optimal system to ensure these are covered is marketing operations management. If this is a new idea to you, don’t worry, this guide will explain everything and get you on the right path to success. First, let’s make sure you understand marketing operations management.

What is marketing operations management?

Marketing operations management is a system that oversees an entire marketing process from start to finish. It is a guide to efficiently execute all phases of a marketing project or strategy. This concept is called end-to-end, a vital method for successful marketing. Marketing operations management is a guide to bolster and explain different marketing strategies.

The best way to visualize marketing operations management is by comparing it to a beehive. The process of a beehive (marketing operations) is overseen by a queen. Without the queen, the hive is chaotic and unorganized – the worker bees don’t know what to do. Tasks such as collecting nectar are something the queen directs. Think of the queen as marketing operations management. Keep this idea in mind as you read more about marketing ops.

A team of five persons reviewing symbols spread on a table.
Marketing operations management creates organized, efficient projects.

Why is marketing operations so relevant?

Marketers today have expanded responsibilities and performance expectations. Marketing operations meets these expectations with the key structures it provides. Marketing technology is a growing field that requires further developed marketing ops within each company.

One key reason marketing operations is vital is it gives companies detailed analysis of past project data. This in turn creates the chance for stronger returns and successful marketing campaigns. Another thing that marketing ops provides is structured workflows that position the right team members in roles for success. Teams tackle complex issues head on with tools like marketing operations management.

A group of team members watch their boss draw a demonstration.
Marketing teams have an increased technological role in modern business settings.

What kind of systems does it encompass?

Marketing operations is wide-reaching, covering multiple strategies and tasks. Here are some of the most important ones it envelopes:

  • Customer relationship management (CRM)
  • Data analytics
  • Reports and statistics
  • Digital asset management (DAM)
  • Call analytics
  • Content management system (CMS)

As this list grows, the need for marketing operations management increases. Without it, the adherence to structure and order within enterprises breaks down. It is directly responsible for streamlining marketing workflows. Furthermore, it centralizes team members, departments, deadlines and goals. Here are some of the ways to increase the power of your own marketing operations.

Five team members discuss statistics printed out onto paper.
Implement past project statistics during the marketing planning phase.

3 key tips to optimize your marketing management

It can be easy to get lost in the confusion that often accompanies marketing management. Here are some crucial ways to stay balanced throughout each process:

1. Dedicate and clarify individual roles within teams

As you create and specify marketing goals, divide team members in a manner which gives your company the best chance of reaching these goals. Not only does this make them aware of their responsibilities and roles, it also makes sure they’re accountable. To further this accountability, supplement the roles you’ve created with scheduled performance reports.

2. Implement key software and technology

There are many tools available to further your marketing management ops. Make sure to use systems that impact your marketing workflows. Things like digital asset management reduce the time it takes to finish crucial steps of a marketing campaign.

3. Conduct regular data analysis

Part of marketing operations is analytics and conversion tracking. Accordingly, your marketing management process needs to optimize these valuable statistics. Schedule the end phases of campaigns to include wide-ranging reports.

Marketing operations continues to grow in both scope of tasks and the importance of marketing roles. Ensure you have a management system in place to handle this increase.