Where does the ‘Marketing’ in your job title come from? If you’re a Marketing Operations professional, it’s probably not from the degree you earned in college or university. You see, we’ve come to learn that Marketing Operations (MO) professionals often don’t follow traditional career streams: Dig a bit deeper and you might find that rather than a typical PR or branding background, your friendly MO cube-mate has a degree in Accounting, or a past role in Finance, or some experience with managing IT projects.
As we note in an earlier post, the MO function emerged due to the need for a more transparent and efficient view of marketing. Most businesses’ MO teams have evolved over the past 5 to 10 years from being considered the ‘doers’ of marketing initiatives, into professional groups that inevitably introduce greater marketing accountability to an organization.
In applying the best qualities they’ve gleaned from working with various teams, MO professionals act as (sometimes pseudo– and other times, actual) project managers who are capable of maintaining oversight over the numbers-oriented analysts who plan out and measure campaigns and the creative-agency types who build the vision for how brands are represented in the marketplace. In this way, you can think of the MO function as a bridge that brings all the pieces of the marketing puzzle together , to build high-functioning, flexible and agile marketing organizations that last.
Just a few of MO’s numerous accountabilities:
Are you working in a Marketing Operations role with your organization? Did we miss any of your responsibilities? Add your thoughts and feedback in the comments section below, or drop us a line. We’d love to learn more about how MO makes a difference in your work.
Posted November 22, 2016
Posted March 24, 2017
Posted September 7, 2016