Marketing operation is becoming more tightly integrated with the creative function of marketing than ever before as the pace of innovation continues to accelerate. While marketing is responsible for creating authentic and engaging campaigns, operations must be efficient and agile in order to get to market first with an omnichannel experience that generates easily trackable ROI.
The marketing operations role has rapidly grown in the modern marketing era. It is no longer a backwater of the department; it now plays a key role in the development, intelligence, and management of the marketing function. It is now both central and strategic – it distinguishes marketing firms that are run smoothly and respond to market problems and opportunities from those that don’t.
According to a recent BrandMaker study, marketing operations has surpassed lead generation and brand building as the top priority for marketing executives in 2021, with 62 percent of marketing executives stating that marketing operations is a priority.
The research findings show that marketing operations is now seen as a key role, critical for a modern marketing organization’s agility and efficiency. As marketing leaders establish programs to guarantee that marketing spending, and processes are optimized to produce optimum business effect, this clarity is critical.
Without agile marketing operations, CMOs risk missing out on new growth vistas and big opportunities that get lost in the midst of confusion, miscommunication, misaligned activities, an excessive workload, and missed KPIs.
Here are three ways in which marketing operations can help organizations increase their ROI.
Manage marketing as if it were a business
It’s critical for marketing to focus on pipeline-building activities. The agility required to do this will be achieved by having visibility into marketing performance and the ability to quickly move budgets to what performs best.
Marketing ops enables marketing leaders to understand how marketing strategies affect the brand, revenue generation and customer growth by merging technology, marketing, data, and analytics. Marketers can use marketing operations to run their campaigns like a business, with accurate ROI analysis. As a result, CMOs can allocate marketing budget and resources to the most effective marketing campaigns.
Enhance campaign management
Due to differences in cultures, perspectives, and ideas, a superb creative campaign that checks all the boxes in one market may be a complete disaster in another. Adapting and localizing campaigns across markets and regions to appeal to a local audience while maintaining the campaign’s essential messaging and concept is a big challenge for global organizations.
In addition to handling campaigns across different geographies, coordinating the efforts of stakeholders and agencies through a single source of information and guidance is critical to global campaign success and ROI.
Marketing operations offers the capability to analyze what works and what doesn’t, to update the marketing strategy on the fly, and to disseminate those changes across the global organization so that everyone is on the same page and can execute as a unified, coordinated team. This improves ROI by reducing time-to-market for new campaigns and content, as well as allowing campaign assets to be shared across geographies and product lines.
Optimize budget and finance management
Financial management for marketing plans and activities continues to be a source of considerable stress for marketing executives. Budgeting, cost management throughout the budget cycle, tracking the return on investment of money spent, analyzing the efficacy of marketing efforts, and evaluating marketing’s impact on company objectives are all part of this.
Marketing operations can help businesses become more agile and competitive by improving their ability to track investments throughout the marketing process. A robust marketing financial management system can improve budget and spending transparency, enhance marketing alignment with the company’s CX goal, and integrate marketing activities across the enterprise with departments like accounting and procurement. With this financial and strategic data at their fingertips, CMOs can engage at an executive level with CFOs and CEOs to help the entire business plan go forward.
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