What your rivals already know about marketing operations

The importance of technology has seen IT and marketing get closer. A hybrid function has arisen and it goes by the name marketing operations. Molly Raycraft discusses what roles this includes and why you need it in your team

Technology is a norm for marketers, and not just in small doses. With the huge array of martech available, it’s a growing challenge to select the right kit – and even more so to implement and integrate it. Marketing leaders are starting to realise that the responsibility of overseeing martech and data cannot just be an add-on. Somebody needs to drive this change.

Marketing operations is the department (or single person) with this as its primary focus. It’s devoted to activities around selecting and implementing tech that monitors, measures and delivers marketing. Ultimately introducing marketing operations will give the concentrated attention your martech and marketing team need.

This feature has been written exclusively for our b2bmarketing.net members. Membership is free and only takes five minutes to complete, giving you access to find out the following:

  • The responsibilities of marketing operations

  • Where marketing operations sits in the organisation

  • Case study: How TMF Group established marketing operations

  • How to define relationships with IT and finance

  • Challenges you're likely to face

  • How to develop the marketing ops mindset