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What Are Marketing Operations?

Marketing operations are the behind-the-scenes procedures that support and enhance marketing teams and campaigns. They’re not as flashy and dazzling as your company’s award-winning television spots or interactive digital ads but they are the foundation which helps marketers achieve their business goals and improve over time.

The term “marketing operation” is used to describe a procedure that involves the creation and maintenance of marketing materials, including collateral data management, data collection, and reporting, and then integrating them with the rest of your business. It can also cover a larger scope, including project management, data analytics, IT support, and other administrative tasks.

Modern marketing teams operate across a variety of disciplines, including sales, design and development. This means that a number of different processes and systems are required to be interconnected to ensure marketing teams are delivering the correct content at the right moment to meet the goals of business.

The role includes a significant amount of setting up and optimizing the marketing tech stacks in order to reduce complexity and help the team reach their goals faster. The typical tasks include managing marketing technology stacks including evaluation and approval platforms and content management systems.

A clear, well-defined process in place allows marketing teams to achieve their goals more effectively. It allows them to establish and communicate their marketing strategy with internal stakeholders, and it provides everyone with a clear understanding of what’s expected from them. It allows marketing teams to define SMART goals that are Specific, Measurable, Attainable, Realistic and Time-bound (SMART) to make more realistic timelines for campaigns and projects.