The Future of the Marketing Operations Function

Focus of the Function

See our infographic for this function’s past and current states to help you understand where it is heading for future success

Current: Today, marketing operations is chartered to operationalize the CMO’s strategy, apply analytical insights to drive better decisionmaking, articulate a technology strategy, improve marketing productivity, and proactively plan and manage growth.

Staffing LevelsCurrent: Today, staffing levels vary based on company size but range from 4% to 5% of total marketing staff, skewing higher at smaller organizations (<$100 million to $500 million in revenue.)

Investment in Marketing Technology

Past: Marketing operations was a catch-all function for special projects that didn’t fit anywhere else in the marketing organization.

Past: Investment in marketing technology was at 1%.

Current: Today, investment in marketing technology has increased to an average of 3% across all company revenue band sizes. 

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Budget AllocationCurrent: Budget allocation today has grown to a range between 3% to 5%. 

Past: Budget allocation was at 1% to 2% of total marketing spend.

Past: Staffing levels were low, typically under 1% of all marketing employees.