What does a Marketing Operations Manager do? And what do we mean when we talk about Marketing Operations activities ? These are questions that today’s companies must know precisely in order to initiate an unprecedented process of change in their processes.
Marketing Operations professionals are increasingly in demand. Having MOPS experts, across all sectors, means providing the organization with resources capable of:
Operationally manage marketing activities
Coordinate departments.
Improve internal communication.
Optimize the use of data and platforms.
>Help train and update dedicated staff.
>Basically, it is about creating an effective framework, a virtuous telemarketing data circle, a methodology that can make the entire corporate promotional strategy more efficient .
What is Marketing Operations?
Marketing Operations (MOPS) refers to those activities that aim to:
Facilitate marketing activities
Provide training and support to marketing staff.
Budgeting, selection, implementation and management of marketing software.
Design the marketing platform stack (MarTech).
>Making data accessible and useful for marketing, sales and customer service departments .
>A set of complex, interconnected and multifaceted responsibilities and skills, which have as their minimum common denominator the ability to coordinate and rationalize data, tools, communications and teams .
The main purpose of Marketing Operations is to maximize write a comprehensive description of the announcement the effectiveness of the marketing strategy through a more efficient, optimized work methodology and more fluid internal communication between departments, to share information and avoid “silos” of inaccessible data between different departments of an organization.
If well designed, digital marketing operations can provide a 15% to 25% improvement in the effectiveness of the overall marketing strategy, as measured by ROI and customer engagement, according to a McKinsey analysis.
What does a Marketing Operations Manager do?
The role of Marketing Operations Manager , which has some of the operational management responsibilities of the Operations Manager, is therefore among the most in-demand at the moment.
To apply, you need complex responsibilities and multifaceted skills . Indeed, you need to know how to combine remarkable communication and organizational skills with an excellent command of the entire MarTech world : knowing and being able to use different platforms, from CRM to advertising campaign management dashboards, through ticketing and customer service tools, not to mention the collection and analysis of data on a global level.
It is not usually a single person, precisely because managing everything would be difficult. By adopting a team organization similar to that of the “scrum” models of the agile methodology – typical of web development areas – MOPS also have teams made up of multiple specialized resources , with specific names.
The “Master” is the coordinator, who orchestrates operations with a process approach.
>The Analyst Architect is an analyst, a more technical figure, in charge of the entire data world.
>The Marketer is the one who manages marketing activities from a strategic point of view, under the vision and suggestions of the Master and following the evidence that emerges from the Analyst’s data;
The Marketing Maker is the one who translates everything into operations, whether creating the UX for a new application or setting up an effective new social campaign.
What tools are used in Marketing Operations?
Among the marketing tools most frequently used by Marketing Operations professionals are marketing automation and campaign management solutions.
What does a Marketing Operations Manager do?
Another key set of platforms is project management. A large fax lead number of professionals use project management tools .
They also spend a lot of time on spreadsheets, solutions like Excel or Google Sheets . So while many marketing operations teams spend a lot of their time on automation and campaign management responsibilities, many spend just as much time reporting on the results of their efforts .
A framework that clearly highlights the multidisciplinary nature of the subject.