Behind-the-scenes marketing operations are the processes that support and optimise marketing campaigns and teams. They’re not as flashy and dazzling as your company’s award-winning television spots or interactive digital ads, but they’re the base that helps marketers reach crucial business goals and increase their effectiveness over time.
The term “marketing operations” is frequently used to describe the process of creating and maintaining marketing assets such as collateral as well as data management and reporting and connecting them all with the other aspects of the business. It could also include a broad range of activities, such as project management as well as data analytics IT support, and other administrative tasks.
Modern marketing teams are multi-disciplinary, which includes design, sales and software development. This means that many different processes and systems must be integrated to ensure that marketing teams are able to deliver appropriate content to appropriate people at the right time in order to achieve business goals.
The job involves a significant amount of establishing and enhancing the marketing tech stacks to simplify the process and help the team reach their goals faster. Most tasks involve managing marketing automation tools, evaluation and approval platforms as well as a content management system, AdWords technology and a CRM solution.
It is easier for marketing teams to achieve their goals when they have clear, well-defined procedures in place. It assists them in defining and communicate their marketing plan with internal stakeholders, and it gives everyone a clear understanding of what’s expected of them. Marketing teams can set SMART goals, which are Specific, Measurable, Attainable and Realistic Time-bound (SMART) to ensure they can design realistic timelines for campaigns and projects.