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THE EMPLOYMENT FORECAST CALLS FOR
“MARKETING OPERATIONS”
Observations From Christopher Chaput Founder, Measured Marketing Lab
Presented at Boston University, College of Communications
November 2015
Marketing Operations Excerpts from Wikipedia The purpose of marketing operations is to increase marketing efficiency and organizational agility. Typically, MO is the function responsible for marketing performance measurement, strategic planning guidance and execution, budgeting, process development, professional development, and marketing systems and data. This work typically connects closely to, or includes, demand generation, and involves the alignment of Marketing with Sales, Business Units, IT and Finance.
EXCERPT: Marketing is now a fundamental driver of IT purchasing, and that trend shows no signs of stopping – or even slowing down – any time soon. In fact, Gartner analyst Laura McLellan recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs.
According to Gartner’s research:
• 2011 B2B and B2C marketing budgets as a percentage of revenue were almost three times as high (10 percent) as IT budgets (3.6 percent).
• 2012 IT budgets are expected to grow 4.7 percent, while all marketing budgets, in general, are predicted to grow 9 percent, and high tech marketing budgets, more specifically, are expected to increase 11 percent.
• On average, nearly one-third (30 percent) of named marketing-related technology and services is bought by marketing already. What’s more, marketing now influences almost half of all purchases.
TAKEAWAY: Marketing is poised to exert even more influence over tech spending, but doing so without the solid foundation of a strong cross-functional collaboration with IT just doesn’t make sense. Today’s business environment is volatile, and we’ve lost what little margin there was for error. Marketing and IT have no choice but to get on the same page and drive business value while working together as strategic partners.
HBR Webinar findings from a multi-year study: Marketing 2020. EXCERPT: There are brand characteristics associated with marketing excellence and key drivers needed to organize for growth. By adopting this framework, companies can start the process of building a high-performance marketing organization.
RESEARCH STUDY: MARKETING 2020 To identify how winning companies approach marketing, several organizations launched a multi-year study called Marketing 2020. This initiative gathered data about the role and structure of marketing, as well as what influence consumers have over brands from one-on-one interviews with 250 CEOs, CMOs, and agencies. Over 10,000 marketers in 92 countries participated via survey. The study was jointly organized by Millward Brown Vermeer, ANA, Spencer Stuart, Forbes, MetrixLab, and Adobe.
OBSERVATION Although the work of marketing has changed dramatically, the structure of marketing organizations has remained the same.
KEY FINDINGS By analyzing how fast-growing companies differed from their peers, the Marketing 2020 study identified: 1. Brand characteristics associated with marketing excellence and business growth. 2. Characteristics of winning organizations and put them into a framework that other companies can adopt
Brand characteristics Big Insights Purposeful Positioning Total Experience
Characteristics of winning organizations
Connect Inspire Focus Organize Build
Marketing 2020 data shows that marketing teams are working more closely with CEOs than in the past and are approving significant investment decisions. Close collaboration between marketing and CEOs is more common in industries like consumer packaged goods than in energy or healthcare.
Connect
Two key aspects of organization are orchestration and integration. To get there, winning organizations are employing a Chief Experience Officer. This leader ensures a consistent brand experience for all customers. Collaboration between marketing and functions like IT, HR, and finance is also important; it generates internal alignment and integration. At over-performing companies, levels of collaboration tend to be higher than in other firms.
Organize
WIKI DEFINITION:
What are the TASKS of a Marketing Operations department?
Typically, MO is the function responsible for – strategic planning guidance and execution – budgeting – marketing performance measurement – process development – professional development (training) – marketing systems and data
What’s the SCOPE of a Marketing Operations role?
Marketing Operations managers aim to coordinate and optimize marketing resources. This work typically connects closely to, or includes, demand generation,* and involves the alignment of Marketing with Sales, Business Units, IT and Finance. * Marketing programs coupled with a structured sales processes.
… successful brands have a culture of continuous improvement. Closing this loop typically falls to the MO department.
Source: Technology Marketing Blog report of IDC Research
What are the SKILLS needed for a Marketing Operations role?
…marketers need to expand their skill set to include technical and analytical skills in addition to the traditional marketing skills. These newer skills include the ability to allocate resources based on strategic objectives and demonstrated performance, and acting as an organizational interface to the parallel role of Sales Operations.* * Sales force enablement, administration, analytics, planning
An impressive group of people with varied backgrounds: • The Director of Marketing Operations at ExactTarget (now
Salesforce Marketing Cloud), Benham Roberts, previously commanded a US Army infantry company (he probably knows a thing or two about decision-making under pressure and with limited data!).
• Inbound marketing software provider HubSpot’s own marketing operations manager, Melissa Miller, has degrees from Cornell (in mathematics) and MIT’s Sloan School.
• Leading e-signature provider DocuSign’s Director of Marketing Systems and Operations, Ryan Schwartz, previously held roles as a systems engineer, web technologist, and network technician.
Interested in Marketing Operations as a career? • Learn how marketing, sales, and customer service
departments operate. Instead of a single specialty, take a variety of roles.
Get experience in advertising or pr, rotate into sales, do a project with the systems team, sit in on finance meetings, follow an order all the way to shipping – you get the idea.
• Look for entrepreneurial companies or startup opportunities where the culture values continuous improvement through performance measurement and exposes you to different teams.
Improving means learning from prior performance, staying curious, and keeping up with best practices.
A note about Measured Marketing Lab
Growing Revenue - Improving Efficiency - Measuring Performance MMLab is an independent marketing operations consultancy helping Clients or Brands plan, execute, measure and improve their marketing, sales and service programs, technology systems and return on investment (ROMI).
www.MeasuredMarketingLab.com
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