It wasn't always obvious that marketing operations would become such a central part of B2B marketing. When businesses first started adopting the practice, a lot of people thought it was little more than a passing fad.
But now it's clear as day: Marketing operations is no longer just the remit of a handful of enthusiastic geeks. It's the core engine making the entire marketing organization smarter, faster, and more cohesive.
- From experimentation with new apps, to managing an entire tech stack
- From gaining agreement on data, to establishing a centralized approach to reporting and analytics
- From serving one or two teams only, to uniting every department around a common understanding of the business's pipeline
In other words, marketing operations is all grown up
It's a recognized and respected discipline. And with its rapid maturation comes more responsibility. It's no longer just about a small team experimenting in its own little corner: The decisions made in Marketing Ops have an impact on sales teams, field marketers, customer service providers—people all the way up to the C-suite.
The discipline is aiming for bigger goals, and hitting them. And, as a result, it's getting bigger budgets.
This has to be good news—and not just for those in Marketing Operations, either. If you've got a successful marketing operations team, it means you've got an efficient approach to turning all your data into marketing insight—insight that can help your business implement effective strategies based on multi-source, rock-solid data.
These three steps will help you make better, data-centric decisions