The Marteq Alert
3.2K views | +3 today
Follow
Your new post is loading...
Scooped by CYDigital/marteq.io
Scoop.it!

A guide to marketing ops organization structures - MarTech Today

A guide to marketing ops organization structures - MarTech Today | The Marteq Alert | Scoop.it

The three major marketing department organizational structures are:

  • Digital center of excellence: The digital center of excellence is mainly employed by large international enterprise businesses with established marketing departments and long-term agency relationships. It is a proven model to centralize resources and to work closely with domestic or international regional marketing organizations. 
  • Business systems-centered marketing operations: In a business system-centered structure, marketing operations sits under systems, or perhaps alongside IT. This usually comes with centralized administration responsibility for all platform owned to manage contracts and governance. 
  • Revenue-centered marketing operations: The revenue-centered model can apply to companies with either large or small budgets. Also known as a growth-centered or general marketing model, marketing operations person is usually an individual person or a small team. In this role the marketer(s) work closely with sales.
CYDigital/marteq.ios insight:

There are derivatives to each, but generally speaking, this covers the gamut, and not terribly dissimilar to the advent of CRM and marketing automation in the early stages.

 

See how extended zero-party data is your greatest marketing resource...tap into it right now!: http://un.marteq.io/WP1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

Clients pitching in-house agencies against external admit to assessment by different KPIs - Marketing Interactive

Clients pitching in-house agencies against external admit to assessment by different KPIs - Marketing Interactive | The Marteq Alert | Scoop.it
Based on responses from 53 advertisers with an approximate annual global spend of US$83 billion, the study found that three out of four in-house agencies have been set up in the last five years. It is also added that in-house teams are attracting more work, with 82% saying workloads are increasing in the last year.

Respondents said that moving creative work in-house delivers cost efficiencies (greater than 30% in some instances), with 64% citing better integration and 59% citing increased brand and business knowledge as other benefits. Additionally, 55% of respondents also reported that in-house teams had quicker and more agile processes. 

The overall satisfaction is high when it comes to in-house teams, with 82% of respondents stating that they are either satisfied or completely satisfied with the output of their in-house teams. The top KPI used to assess the effectiveness of in-house agencies was quality of output (81%), followed by cost savings (52%) and speed to market (38%).
CYDigital/marteq.ios insight:

And Covid-19 has only accelerated matters.

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

No comment yet.
Scooped by CYDigital/marteq.io
Scoop.it!

5 work habit changes to prove CMO value quickly - MarTech Cube

5 work habit changes to prove CMO value quickly - MarTech Cube | The Marteq Alert | Scoop.it
Align Marketing to Organizational Goals
Say No to Non-Value Adding Work
Value Outcomes Over Outputs
Embrace Minimum Viable Campaigns
Set Clear Goals and Let Your Teams Crush Them
CYDigital/marteq.ios insight:

Love the idea of minimum viable campaigns, although the costs for creative may often make it unrealistic. And nary of word on agile marketing!

 

Join the marteq.io white list to receive pre-launch benefits: https://un.marteq.io/wl1/ #martech #marketing

No comment yet.