Marketing is an integral part of every business. A company would not survive without a suitable marketing strategy, regardless of how great their product or service is.
However, the marketing process is complex and consists of various layers.
A business needs a well-planned strategy and good marketing operations to be able to promote its brand successfully. But what does marketing operations mean?
This article will dive deeper into what marketing operations are and why they are important for your business. We will also look at five essential steps to creating a successful marketing operations strategy for your company.
What Are Marketing Operations?
Marketing operations is a broad term that covers every element required to make sure your marketing effort runs smoothly and achieve their objectives. This includes various factors such as people, tools, budget, and marketing strategies.
This task is typically carried out by a specific marketing operations team. There are five core tasks most marketing operations teams need to cover.
Marketing Project Planning
Your company’s marketing effort relies on planning to make sure it has clear objectives and the best ways to achieve them. It is the marketing operations team’s responsibility to oversee various elements of the planning, such as campaign planning, budget setting, and performance review.
End-To-End Creative Process Management
The marketing operations team plays an important role in creating a system that ensures every team can work efficiently. With a well-designed working system, team members can focus more on developing creative ideas rather than spending too much time figuring out the technical aspects.
Marketing Technology Infrastructure
Modern marketing campaigns involve various tools to optimize performance and make the overall process more efficient. The marketing operations team needs to understand which tools work best according to the company’s needs and the current market environment.
Marketing Data and Analytics
Another important task in every marketing process is data tracking and analysis. The data is typically presented in the form of reports or team dashboards that include core performance metrics. Insights gained from these analytics can help the marketing team to develop better strategies and campaigns in the future.
Brand Compliance and Risk
Depending on your business’s location, there might be some regulations for promotional campaigns and media usage. The marketing operations team’s responsibility is to ensure marketing compliance in every promotional media created by the team.
Reasons Why Marketing Operations Is Important
Businesses can gain major benefits when successfully establishing good marketing operations in their companies. Here are four examples of advantages your business can get:
- Increased efficiency. Marketing operations help companies develop strategies and choose the right tools to save both time and money in their promotional efforts.
- Scalability. Understanding various core elements of your marketing efforts makes it easier to adjust them according to your business’s needs and situations.
- Improves Business Alignment. A good business needs to align people, processes, metrics, and goals around customer experience and results. Marketing operations can give you insights into which aspects need to be improved to achieve this goal.
- Better ROI. Marketing operations can help your company optimize budget efficiency and ensure a better return on investment from your campaigns.
How to Create Marketing Operations Strategy
Creating an effective marketing operations strategy requires several crucial steps. Here is how you can create a marketing operations strategy for your company.
1. Identify Your Marketing Goals
Determining your goals is one of the key aspects of creating a good marketing operations strategy. Doing so will give your marketing team a clear picture of what they need to work toward. With well-established goals, it is also easier to develop the best approach for your marketing efforts.
Even though the ultimate goal of every marketing campaign is to increase sales, there are various sub-objectives your team may need to achieve. These include raising brand awareness, generating high-quality leads, and maintaining positive relationships with existing customers.
Take a look at what is the most urgent objective your company needs to achieve, then focus your efforts and strategies accordingly. For example, investing in customer support training and better CRM tools are great if maintaining relationships with customers is your current priority.
2. Create Actionable Plans
Your marketing operations strategy needs to contain actionable tasks for your team to achieve the company’s desired goals. These tasks will help them stay organized and identify the best approach to reach the marketing objectives.
Without well-structured plans, the marketing team might lose focus and get overwhelmed with too many priorities. Keep in mind that these plans need to consider your company’s and marketing team’s current conditions.
Take a look at factors, such as the team size, timeline, and available resources. Avoid creating plans that don’t match your current marketing operations since it might be harder to reach the objectives.
3. Determine How You Measure Success
It is important to determine success metrics and how you’ll measure them to identify the success of your marketing operations strategy. Everyone in the company needs to have the same definition of what is considered a success for your marketing efforts.
This process allows you to understand the effectiveness of your marketing strategies, report progress to relevant parties, and get the necessary data to develop a better strategy. Don’t forget to also develop the appropriate performance indicators that align with your sales and business objectives.
There are various metrics and key performance indicators (KPI) to use depending on your preferred marketing campaigns. Use tools such as Google Analytics, KISSmetrics, or Adobe Analytics to help measure your marketing operations performance.
4. Communicate and Delegate Tasks
Communication is an essential part of every marketing effort, especially if you are working with a team. Everyone in the company needs to be aware of the marketing operations team’s responsibilities to avoid them getting overwhelmed by unrelated tasks and requests.
Discuss the company’s marketing goals with everyone in the team and make sure they are on board and share the same perspective. Each team member also needs to understand the reason why a certain task or objective is being prioritized over others.
This communication process should be conducted regularly to maintain employees’ understanding and update them with the progress.
5. Evaluate Your Results
Your marketing efforts don’t stop after you develop strategies and implement them. The entire process also needs to be evaluated to identify its effectiveness and see if there are aspects that can be improved. Evaluation typically can give you many indications as to why you successfully achieved your goals or not.
There are various elements that need to be considered depending on your marketing method and strategy. However, your return on investment (ROI) is arguably the most important factor to look at when evaluating marketing performance.
Keep in mind, that your marketing operations strategy needs to be sustainable to ensure your business’s longevity and growth.
Paying attention to marketing operations is key to ensuring the success of your marketing efforts. Marketing operations include various elements ranging from resources and strategies required to make your marketing campaigns run smoothly.
Your marketing team can increase efficiency and scalability, improve business alignment, and get better ROI when you have good marketing operations.
We also looked at five steps to creating a successful marketing operations strategy, which include:
- Identify your marketing goals
- Create actionable plans
- Determine how you measure success
- Communicate and delegate tasks
- Evaluate your results
Hopefully, this article has helped you understand the significance of marketing operations for your business. Take your time to make sure every element of your marketing is aimed at achieving its goals.