One of my favorite movies is “Rock school“This also happens to be one of the best movies of 2003. In the movie, Jack Black plays a substitute teacher for a private school. After noticing that the students have musical talents, he turns the 10-year-old into a Completely-mature rock band.
When assigning roles to students, he approached the monitor and thought she was the band manager because she had the organizational skills needed to help the band run smoothly. “Summer,” he said, “you are in charge of the whole thing.”
When I think of marketing operations, I think of this sentence-if there is no team, the experience of companies that rely on technology in performing their duties will be unsatisfactory. In this article, learn more about marketing operations and why these teams are important to the business.
What is marketing operation?
Marketing operations enable larger marketing teams to operate efficiently. As the company expands, they can also expand their business scale.
Marketing operations is a general term that describes the people, processes, and technologies that drive the overall marketing strategy of an enterprise and increase the chances of success.
The personnel involved in marketing operations adjust and optimize all processes from data reporting to strategy implementation to establish a foundation to strengthen and support marketing efforts, and implement systems to ensure that marketers are most capable of succeeding in their fields, making it easier to achieve the goal. position.
Marketing operations can be regarded as a key element of your business, and we will discuss the reasons below.
Why are marketing operations important?
Without marketing operations, it will be difficult for the marketing team to effectively complete the necessary activities.
For example, since technology is necessary to perform most marketing tasks, a team is also needed to manage the complexity of the technology and ensure that it works properly—— This is the meaning of marketing operations.
Here are some examples of situations that can be corrected by having a marketing operations team:
- Your investment Marketing technology Do not provide solutions that you think they will provide.
- You want to simplify data reporting and metric tracking to understand ROI.
- Strategy execution is a timely process, and you want to reduce the time required from start to finish.
At HubSpot, the marketing operations team is responsible for supporting systems and processes that enable the marketing team to perform its duties in the best way. This includes everything from permissions, conversation marketing, user data, forms, and email operations.
A basic function of how the marketing operations team operates is proper management. Therefore, in the next section, we will discuss marketing operations management and its needs.
Marketing Operation Management
Marketing operations management creates a framework for marketing operations and the way the team works. The management will make strategic decisions on marketing activities, formulate optimized strategies, and prescribe a system that will contribute to success.
For reference, marketing operations are process Strategy and optimization, while marketing operations management defines how is it Strategy and optimization will happen.
Since marketing operations management aims to improve efficiency, the operations team usually participates in content planning and event analysis. Now that we understand what marketing operations are and what they do, let’s talk about the details of marketing operations strategies.
Marketing operation strategy
Marketing operations team members need to possess a wide range of skills. Some typical activities handled by this department include email operations, system analysis, customer data and marketing, user operations, and potential customer rotation.
Together, all these roles adjust the processes and platforms needed to perform marketing tasks for the larger marketing team.
When considering marketing operations strategies, please consider the issues that the marketing operations team needs to solve. For example, marketing operations strategies usually address the needs of customers, stakeholders, and company employees.
Below we will discuss how to develop a marketing and operation strategy for your own business.
How to formulate marketing and operation strategies
- Determine what you want your operating strategy to achieve for your stakeholders.
- Identify the actionable steps in the plan to help you achieve your goals.
- Find a measurable indicator to determine whether your strategy is successful.
- If necessary, communicate how colleagues can participate in improving your strategy.
- Assign team members specific tasks that help accomplish goals.
To understand what a marketing operations strategy is, we will start with an example: Suppose the marketing operations team wants to make email marketing a more valuable process for all relevant parties (customers and marketers).
1. Determine what you want your operating strategy to achieve for your stakeholders.
The first step in defining a marketing operations strategy is to outline the important goals. For example, your marketing operations team might decide that sending email marketing messages, enabling salespeople to get quality leads, and identifying key marketers who will execute the process are their three goals for the first quarter.
When you determine these main goals, make sure you also identify your target stakeholders. You may target one or more groups, but being clear about your plan will ensure that your plan is feasible and valuable.
2. Identify the actionable steps in the plan to help you achieve your goals.
The team will then study how these tasks will help them accomplish their goals. For example, the team will ask itself, “How will enabling the team to effectively send email marketing help us achieve our goals?” And estimate an answer, for example, “We should see a drop in email churn.”
Identifying these steps will help your marketing operations team stay organized as they complete their tasks. In addition, by outlining these steps, your team can determine what needs to be done and the resources needed to succeed.
3. Find a measurable indicator to determine whether your strategy is successful.
The next step in developing a strategy is to determine how the team will measure the success of the project. In this example, the team might conclude that “We will calculate the churn rate by dividing the number of contacts who unsubscribed from emails in a month by the number of unique email recipients in a month.”
When you find measurable indicators, you will be able to track the success of the strategy as your team executes the plan. This indicator will remind your team of what you want to accomplish and what stakeholders want to see through your plan.
4. If necessary, communicate with colleagues how to participate in improving your strategy.
Once the goals and metrics have been determined, the next step is to outline what this change means to affected colleagues (such as team members who create and distribute email marketing messages).
The team may come to this conclusion “Marketers can look forward to a simpler e-mail guidance process, a more effective format, and will receive a form to provide advice on how to achieve this goal.”
5. Assign team members specific tasks that help accomplish goals.
After setting these up, the next thing the marketing operations team has to do is to assign specific tasks to team members to help them achieve their goals. For example, a team member might be responsible for redefining the email marketing contact list. Another may be responsible for auditing the current workflow of email marketing.
When team members complete these tasks, they will check them in a centralized space so that the entire team can keep up to date with the latest status of the project.
The strategy and management capabilities of the marketing operations team are as effective as Summer’s role in “Rock School”. Through her process, the group was able to obtain its own rehearsal space and provide music lessons.
Marketing operations staff can think of ways to improve customer satisfaction and reduce the workload of marketers. Their strategies make marketing activities and responsibilities available to everyone, so they are an important part of the business.