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Big Ops: Converging Digital Ops Domains and Toolsets

Big Ops: Converging Digital Ops Domains and Toolsets | The Marteq Alert | Scoop.it
In martech land, it’s been a growing story around RevOps — revenue operations — that connects together marketing ops, sales ops, and customer success ops under one umbrella, often reporting up to a chief revenue officer (CRO) or chief customer officer.

There are also more specialized ops roles within the marketing and revenue domains: Ad Ops for advertising (in the context of this article, ops for advertisers rather than ops for publishers), Content Ops (closely connected with Web Ops), and Loc Ops for localization, which is often connected into WebOps, DevOps, and Product Ops too. And Partner Ops — or Channel Ops, if you prefer — orchestrating marketing and sales across a company’s ecosystem.

Growth Ops has sometimes been positioned at the intersection of marketing, sales, and customer success. But I think it’s a better fit for “growth” plays that are usually more at the intersection of marketing and product.
CYDigital/marteq.ios insight:

We've been shifting our view of the martech world over to XOps, where the X function intersects with the technology. We're firmly in the Marketing Ops space, specifically AdOps, and that's AdOps for advertisers.

 

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Marketing Operations Survey 2020 - Gartner

Marketing Operations Survey 2020 - Gartner | The Marteq Alert | Scoop.it

Marketing operations leaders are becoming increasingly common. Gartner research says 49% of surveyed marketers have a marketing operations leader in at least one team. 

As the complexity of marketing increases and budgets tighten, marketing leaders are placing a greater emphasis on marketing operations. The Gartner Marketing Operations Survey 2020 dives deep into a four-step marketing operations framework that can help enhance your organization’s marketing efficiency, effectiveness and work methods. Download this research to learn how to:

  • Develop an effective marketing strategy to frame marketing ops leaders’ current role’s scope and operational KPIs
  • Identify and fix the biggest marketing operational loopholes 
  • Optimize marketing work management platforms and operational martech to match the needs of your marketing organization
CYDigital/marteq.ios insight:

The reports is behind a quick reg form (email address only). When half of the audience has at least one marketing ops leader, you know we're crossed the Rubicon.

 

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

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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

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