Marketing operations bring organization and efficiency to corporate communications and enable effective revenue strategy. Marketing by common misconception, and common industry practice, solely addresses the functional creation of outward facing company communications to the targeted buyer audience. In contrast, marketing operations cares for all the audiences with which a company communicates to achieve business success including all the the underlying systems, tools, labor, process, and data integrations that support revenue production.  This is where companies have to supplement their creative agencies for lead generation, sales validation, sales enablement, and customer marketing as the key ROI drivers for marketing operations.

Here’s what you should know:

Marketing operations organize the people, process, and data required to implement, evaluate, and integrate communications efforts tied to key performance indicators that drive evidence-based decision making with regards to budget, distribution, pricing, and positioning strategies. Equally important, it is marketing operations that allow growing businesses to effectively capitalize on new opportunities, respond to changing markets, adapt to competitive landscapes, and develop a strong commercialization strategy.  Although branding, digital marketing, advertising, public relations, market research, and event planning remain core elements of a marketing plan, marketing operations integrate these tactics with sales operations and customer success as a comprehensive revenue strategy.