What Are Marketing Operations?

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Behind-the scenes marketing operations are the processes that help and improve marketing campaigns and teams. These processes are less flashy than the award-winning TV ads or interactive digital ads your company produces, but they’re vital to help marketers reach their business goals.

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

Modern marketing teams are able to work across multiple disciplines including sales, design, and software development. This means that multiple processes and systems need to be interconnected to ensure that marketing teams can deliver appropriate content to right audience at the right moment in order to achieve business goals.

A significant part of the job is creating and optimizing marketing tech stacks to decrease complexity and allow the team to meet their goals quicker. Common tasks include managing marketing automation tools including evaluation and approval platforms, a content management system, AdWords technology and a CRM solution.

It is much easier for marketing teams to achieve their goals when they have clear, well-defined guidelines in place. It assists them in defining and communicate their marketing plan with all stakeholders within the organization, and it provides everyone with a clear understanding of what’s expected of them. It allows marketing teams to set SMART goals, which are Specific, Measurable and Attainable. Time-bound (SMART) and they can design realistic timelines for their projects and campaigns.