Why Marketing Operations?

Marketing operations is a strategic framework for managing the processes that support a business’s marketing department. Marketing operations should advance organizational goals and ultimately make marketing initiatives more successful.

The scope of marketing operations is broad. It covers people (marketing managers, copywriters, SEOs, and so on), processes (blogging, paid advertising, and so on), technology (ESP, CRM, CMS, and so on), and data (analytics and customer reviews) within an organization’s marketing department.

Marketing operations can help marketing coordinate with other departments, such as sales or IT, as well as demonstrate the value of marketing’s efforts with regular reporting. For example, marketing operations can manage project due dates and assignments to keep your marketing team on track. They might also manage your advertising technology or performance analysis.