Marketing operations is quite simply the process of marketing smarter. Falling under the corporate marketing function, it is meant to drive efficiency around marketing process, technology, metrics and best practices. Marketing operations helps to bridge gaps between marketing, IT, sales and finance to ensure the entire organization is marching to the same beat. Aligning strategy, process, reporting and technology helps to ensure achieve growth and revenue goals.

Many of the tasks associated with marketing operations falls on the un-sexy side of marketing. Relying heavily on technology, marketing operations works to manage a variety of functions that now drive most companies marketing. Functions falling under marketing operations include:

  • Reporting and analytics
  • Budget management
  • Planning
  • Process management
  • Campaign deployment
  • Best practice implementation
  • Marketing systems & technology
  • Data management
  • Market intelligence