Marketing Operations at Your Core

Having solid marketing operations in place is the core to a successful marketing function.

Think of it as an investment, not an expense. 

If you aren’t sure why Marketing Operations is important or what it includes:

✅ Process and Enablement

This can take several shapes from managing marketing resources and projects to establishing training, processes and efficiencies. Essentially helping your marketing function run in a way that is smooth, effective and productive.

✅ Platform Operations/MarTech 

Your tools are meant to support your team, not give them extra work to do. This includes managing, integrating and optimizing your MarTech stack and software so your team has the tools they need to do their job well.

✅ Campaign Operations

Your marketing operations lead is on top of approvals, scheduling, workflows, often working as the liaison between your marketing team and other departments. This ensures your team can focus on the creative process and implementation without getting distracted by the admin work. 

✅Marketing Intelligence 

Often gathering data and analytic and, extracting action items or consumer insights. Sometimes working independently or alongside a Marketing Analyst to ensure valuable insights are leveraged and distributed to the team.

How have I seen this role incorporated into businesses? In many ways. 

In larger companies, it’s its own unique role often working at the intersection of Marketing, Sales and Technology. In smaller companies, it may be added to a Marketer’s existing responsibilities. 

Either way that your company includes it, ensuring marketing operations are appropriately covered is incredibly important. 

💬What do you think is an area of marketing operations that gets overlooked? Share in the comments below 👇 

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Hi, I’m Christine 👋. With 15+ years leading marketing strategy, digital and operations across B2B and B2C organizations, I partner with companies to build smarter marketing functions, align strategy to business goals, and drive measurable impact. If you’re looking for a fractional or full-time marketing leader who brings both strategy and execution to the table, let’s connect.