What Are Marketing Operations?

Marketing operations are the back-office processes that help optimize marketing teams and campaigns. They’re not as flashy and dazzling as your company’s award-winning TV spots or interactive digital advertisements, but they’re the base that allows marketers to meet their crucial business goals and increase their effectiveness over time.

The term “marketing operations” is frequently used to describe the process of creating and maintaining marketing assets, such as collateral such as data management, reports and collateral as well as connecting all of them with the rest of the business. It can also refer to the wider scope of project management, data analysis as well as IT support and administrative functions.

Modern marketing teams are multi-disciplinary, including design, sales and software development. This means that a number of different processes and systems have to be linked to ensure marketing teams are providing appropriate content at the right moment to meet the goals of the business.

The job requires a significant amount of establishing and optimizing the marketing tech stacks to simplify the process and help the team reach their goals faster. The typical tasks include managing marketing technology stacks, evaluation and approval platforms and content management systems.

It is much easier for marketing teams to reach their goals when they have clear, well-defined guidelines in place. They can share their marketing strategies with internal stakeholders and provides everyone with a clear understanding of what is expected from them. Marketing teams can set goals that are SMART. They are Specific, Measurable and Attainable. Time-bound (SMART) and they can create realistic timelines for projects and campaigns.

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