My Digital Marketing Isn’t Working
While you are reading this, I can imagine you thinking, I have done everything right in my digital marketing strategy including using great marketing tools but then the results are not showing up. Don’t worry, you are not the only one, a lot of Founders, CEOs’ and Marketing heads have the same worry running in their minds. As businesses, we are currently in the most challenging times, the customer behaviour is changing very dynamically. There are a plethora of products and services coming in the market every day and the customer has lots of choices. This is one of those golden eras for customers, where supply is more than demand. Hey, don’t get disheartened. There is a lot good happening for businesses too. Technology has come to rescue the marketing and sales team and we are already witnessing and using great products in marketing space like Hubspot, Marketo, Google Analytics, Mailchimp etc. You also need to have an equivalently capable team to manage and execute these wonderful products. This team is referred as ‘Marketing Operations’. This team’s key metric is to help the business grow by reducing the cost of acquisition. As a Formula one race cannot be won without the right pit crew, Digital Marketing cannot generate results without a proper Marketing Operations team.
What is Marketing Operations?The marketing operations team has emerged due to the need for a more transparent, efficient, and accountable view of marketing According to Mark Maurits, Microsoft “MO is the function that is accountable for driving efficacy on both sides of the balance sheet – both improved marketing results and cost reductions. The MO group is like a factory manager who is responsible for having the right tools and resources in order to get the product out on time and with quality.” In general, Marketing as a function has always been considered as a right brain activity which is being more creative and psychological but Marketing Operations is more of the left brain activity i.e. being more analytical, technical and data-driven. According to Bill Macaitis, the former CMO of Zendesk, “Marketing operations and analytics teams is the first marketing team every SaaS company should build because this team erects the experimental infrastructure for determining which marketing tactics are viable. Over time, it also becomes the largest team.” The marketing department should have a proper marketing operations team which can introduce the right technologies, provide the analytical analysis by crunching data and align the goals with the actual results with different departments.
KPI of Marketing Operations team:Marketing Operations team’s single point metric is to help the sales and marketing departments generate positive results. The following are some of the Key Performance Indicators of Marketing operations team
- Marketing Enablement through Technology:
- Process Management:
- Data Management & Quality:
- Reporting and Analytics: