Without great marketing, companies won’t flourish, especially those in highly competitive markets. Yet the chaotic nature of emerging or dynamic growth companies and the tendency to place the marketing burden on too few individuals is a setup for failure. Promising companies may be left in the dust, or at least handicapped at the starting gate.
Marketing Operations is emerging as an important discipline for improving performance and measuring ROI in admired technology companies (like Intel, IBM and Amazon) who have refined and fine-tuned their marketing organization with an operational focus. Given the demands that these organizations face today, an innovative approach is central to solving critical issues like results measurement, bandwidth constraints and creativity limitations, and building value-added outsourced supplier relationships and effectively managing budget. Many of the best practices, efficient processes and systems approach from large company Marketing Operations can and should be applied by emerging companies that are serious about their marketing investment. Here’s why:
Today, more than ever, corporate marketing departments need to justify their existence. The need to measure results is unavoidable. However, the instincts and skills that make an outbound marketing practitioner great-action-orientation, verbal and written acuity, persuasiveness, the ability to build strong relationships-often don’t translate into an ability or willingness to scientifically and objectively evaluate success. Add in broken systems and the organization’s unwillingness to pay for marketing evaluation, and it’s no surprise that many marketing departments are unable to define meaningful success metrics.
Marketing Operations ensures that the right processes are in place to establish meaningful metrics at the front-end of marketing process, enabling the measurement of success at key intervals, and as each program concludes.