How Marketing Operations Brings Strategic Value to C-suite

    How Marketing Operations Brings Strategic Value to C-suite-01

    Having marketing operations in place enables an organization to maximize the impact of its marketing efforts while also helping the C-suites achieve their respective goals.

    Marketing operations (MO) continue to gain momentum and extend their influence into every aspect of the organization. As B2B marketers struggle to maximize the impact of their marketing initiatives while striving for efficiency, seeking out the aid of MO can enable B2B marketers to balance the trade-offs between efficiency and effectiveness.

    Yet, many stakeholders within an organization are often oblivious to the benefits that strategic marketing brings to the table. They should break down these barriers with a new approach.

    As organizations begin to transform the role of MO, they must also change their present relationships as well as their perception of marketing. This is crucial in today’s strategic MO function. Doing so can also help MO to reshape their organization to view the real value that marketing can and should bring to the organization.

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    Here are Three ways that strategic MO can bring to the table:

    Helps marketing to become a revenue partner with sales

    Most CMOs agree that alignment between sales and marketing is crucial to achieving their respective goals. Yet, many marketing professionals do not invest sufficient time to understand their sales department. They fail to address the needs such as providing sales teams with opportunities to convert and close business; not providing them with real-time digital insights to better prepare for discussions.

    While it is true that it is the job of marketing professionals to bring leads, they cannot be blamed for blocking revenue opportunities; sales are just as responsible for it. For marketing and sales to be successful in their endeavor, they should have a peer- and revenue-oriented relationship with each other. This can be accomplished by having a strategic MO.

    MO can help to build a joint revenue relationship between sales and marketing. Additionally, strategic MO groups can capitalize on digital transformation for a revenue management process that is repeatable, scalable, and predictable.

    Drives growth results for the CEO

    CEOs have many responsibilities, but more importantly, to drive shareholder value. This results in CEOs investing their days working to maximize every asset at their disposal while striving to make better decisions for the organization.

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    Marketing is still seen as a cost center at many organizations. Thus, while assessing their assets, it is not uncommon to see marketing overlooked as well as undervalued. Most CEOs are still not aware of what marketing can do today.

    The Strategic MO department can work to let the CEO know about many opportunities at hand. To seamlessly carry out this, MO helps CMOs to drive revenue digital transformation and have the expertise of customers.

    All of these are shareholder value-creating initiatives that can only succeed with a strategic MO group in place. Operationalizing strategies for the company is the core value of strategic MO. Delivering insights related to these objectives enables the CEO to view marketing as an essential cog in the revenue-generating, digitally transforming, and customer-centric machine.

    Illustrate ROI for the CFO

    CMO and CFO at most organizations have a complicated relationship. CFOs are frustrated by the ability of marketing to show an ROI on substantial investments in marketing. In most cases, CFOs see the marketing budget as a burden to their existence, viewing it as a pure cost center. Thus, they try to keep it within the budget parameters as best as possible. But, with MO in place, they get to view all the critical metrics.

    Second, MO helps the CFO get to know the ROI and revenue contribution from marketing. MO also helps the marketing department with professional management skills, analytical skills, and dedication.

    By collaborating with CFO to incorporate their processes so all the things can be expressed in CFO terms, MO can help to build transparency. These steps help to nurture a better working relationship with the CFO.

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