Transform Your Marketing
Operations With the Power of Integration
From managing marketing processes to ensuring marketing teams are working with
the right tools, marketing operations provides the structure, tools and insights
needed to optimize marketing. But the role is more than just setting up meetings
and syncs—marketing ops ensures marketing team goals align with company
objectives, provides tools that streamline workflows and delivers measurable results.
The most effective marketing ops professionals are proactive, rather than reactive—
they make sure marketing managers know they’re there for them when they have
an issue. They also work to integrate data between platforms so that marketers are
able to see how the various parts of their digital marketing stack connect and
interact, making for a more efficient, cohesive system.
When it comes to leveraging technology, marketing operations is where all the
pieces come together. The software and tech that makes up most of the tools
modern marketers use fall under the marketing ops umbrella—and enabling those
tools to play well with each other is one of the best things you can do for your
marketing operations strategy.
Having marketing operations that are integrated saves a ton of time, as it eliminates
the need to move data between tools. For example, if you can connect your
marketing management tool, analytics platform and sales management software, it
will remove the need to manually transfer leads between systems—when someone
fills out a form on your website, their information can automatically go over to your
CRM. This saves a lot of time and energy and allows you to be more strategic with
your marketing efforts.
As marketing ops professionals, you should be familiar with the tools used by every
marketing team member on your organization’s roster—and you should know how
each of those tools can help them do their job better. This way, you can point out
any gaps or inefficiencies and provide the necessary training or resources to fix
them. For example, if you notice your social media managers are struggling with
creating visually compelling content, you can work with them to incorporate graphic
design and video editing software into their workflow so they can create more
engaging posts that generate more engagement on social.
When it comes to setting metrics, marketing ops shouldn’t be the ones who decide
what should be measured and when. This is a role for leadership, which is why it’s
important for marketing ops to be connected with stakeholders across the business
so that they understand how their tactics will impact each function—and what to
expect as a result of those tactics.
Ultimately, the biggest value that marketing ops can bring to the organization is in
its ability to deliver on the overall vision of the marketing department. Having a
process that aligns with company goals, delivers on efficiency and flexibility, and
produces measurable outcomes is what will set your team apart from its
competitors. So don’t be afraid to take a closer look at your marketing ops—you
might be surprised by what you find!
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