It’s hardly surprising that demand for marketing operations specialists is increasing, given their critical role in bridging the gap between marketing plans and execution. They play a significant role in assisting businesses with improving their bottom line, but it’s crucial that they have the resources, team, and tools they require to be successful.
Marketers are constantly faced with new issues as the world of marketing operations changes quickly.
The need to validate the effectiveness of marketing initiatives and demonstrate performance from an analytical standpoint is more pressing than ever. The individuals who help do that—marketing ops specialists—are the backbone of marketing teams. They are responsible for managing the marketing tech stack, ensuring that campaigns run smoothly, and managing a variety of other tasks.
Let’s take a look at some of the marketing ops trends:
The Top Priority is Supporting Optimization and RevOps
Marketing operations teams are committed to assisting the demand generation, sales, and customer service teams in meeting their revenue targets. Everyone can optimize workflows and engage with and find prospects more efficiently by working with customer-facing teams.
Teams can release more campaigns more quickly, generate more leads, and maintain customer satisfaction by streamlining processes and increasing efficiency. Therefore, it makes sense that pipeline is the key marketing operations KPI. More and more businesses want to see how their marketing investments are faring.
Tools Are Becoming More Crucial as Budgets Become Tighter
Marketing is sometimes one of the first departments to see its budget cut during difficult economic times. With the appropriate tools in place, marketers can execute and automate more of their operations, doing more of it themselves and saving time and money on hiring outside help or extra resources.
Also Read: Marketing Ops Essential for Effective Campaign Planning & Workflow Management
Specialized creative platforms can help reduce the costs of agencies and additional developers or designers for campaign assets like landing pages and emails.
Marketing Ops Are Loyal to the Platforms They Utilize
In the long run, having more tools can help in campaign execution and cost reduction, but not just any platform will do.
Many marketing operations specialists are loyal to the platforms they utilize. Platforms that integrate with their existing technology are given priority by marketing operations experts when seeking for additional solutions to add to their stack. Marketers want to be confident that if they’re going to learn and manage another technology, it should fit effortlessly into their present system.
Additionally, marketing ops professionals are looking for tools that can grow and scale with them. Having more functionality and the option to add collaborators as the team expands makes for a solid long-term investment because it is not fun to continuously have to switch tools.
Although Marketing Operations Professionals Can Code, They May Not Always Want To
Building emails or landing pages from scratch can take a lot of effort and is difficult to code. Many marketers who don’t want to or can’t code can focus on planning and execution by outsourcing these tasks. However, there are several limitations specific to outsourcing, such as high costs and lengthy lead times.
What is a better solution, then? Many marketing ops professionals use specialized email and landing page generation platforms to complete more of the tasks so they can concentrate on more important responsibilities.
It is essential to accept that everything is changing — and changing quickly — in order to position the brand to realize its full potential. To leverage all the opportunities that are presented to them, the brand and marketing ops must be effective and agile. Businesses must prepare for whatever is ahead by investing in the resources that will propel their brand for many years to come, including people, processes, tools, and technology.
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