Are you running behind on your 2021 goals? Marketing Operations can be a game-changer for you! Read below for some tips on how to transform your marketing operations capabilities.
We all have been waiting for the year 2021 and the prospects it could have possibly bring for us. After dealing with the Covid-19 and marketing campaigns budget getting slashed in 2020, we all held our nerves for 2021 and planned our budgets accordingly, but the hard thing about planning is that sometimes, things do not exactly go as planned.
Our clients are facing some very hard challenges this year and we are sure many of you are too. Paid ads CTR are dipping, there is low engagement in social media posts, emails are having lower click rates than ever and companies are struggling to build and maintain their sales pipelines. On top of this, we also uncover that our clients are also struggling with maintaining efficiency & consistency in their processes which point to questioning how companies are using their Marketing Operations.
Marketing operations are not going to solve all their problems, but most MOPS pros out there can help sales and marketing teams navigate through uncertainties.
Marketing Operations with all automation capabilities can set up your processes right and can be a game-changer for you! Marketing operations will matter more than ever in these unpredictable times.
A recent survey by Gartner Marketing Operations reveals that organizations with marketing operations enjoy other advantages as well. They are able to better prioritize operational management of activities that enable effectiveness and efficiency, such as MarTech management, customer, market and competitive intelligence research and insights; and vendor, agency and supplier management.
According to Gartner research, 81% of organizations without a marketing operations leader believe they can’t fully maximize the impact of their initiatives while also striving for efficiency. Organizations with a marketing operations leader are more likely to disagree with that statement, at a rate that is 7 percentage points higher.
It’s hard to argue with these numbers! Over a period of time, many companies have transformed their marketing operations either through an in-house team or through a marketing operations consultant, Know the benefits of hiring a marketing consultant.
Broadly speaking Marketing Operations can be built on three core components that make up the foundation for your automation processes and scaling personalized experiences for customers. With these core elements, you can start to transform Marketing operations capabilities in your company.
Core Element: Campaign Executions
A flawless campaign execution is essential to growing and scaling any business.
This very basic form of Marketing operations starts with allocating budgets to your digital channels, setting buyer persona, setting the communication tone, dividing campaigns into customer journey (i.e awareness, consideration and buying stages). As leads start coming in your pipelines and you start using your marketing automation tools to nurture these leads into customers.
Unfortunately, many marketers fail at campaign execution as they are not able to scale their repeatable processes for their GTM campaigns. Scaling campaign processes requires some special organization skills.
These are the stages of campaign execution companies should follow to quickly and sustainably launch campaigns.
Ideate: In this phase, you can jot down your objectives, your buyer persona, budgets, timelines and stakeholders involved in this process.
Strategize: Building supporting details around your idea often makes its way into your campaign brief.
Campaign Planning: Finalize all details of the campaigns and complete the execution process.
Campaign Development: Links to assets, contents & pieces.
Campaign Launch: Checklist to ensure to go live
Campaign Optimize: Timely optimization is necessary to ensure you get the best results out of your campaigns.
These processes make sure you can scale on time and don’t fall into the chaos of poor campaign execution which forms the fundamental of Marketing Operations.
Core Elements: MarTech Stack
Marketing technology drives the core of marketing operations. This is where you set up the tone, automate processes, personalize consumer interactions, coordinate team actions and deliver them on the scale.
Your marketing technology needs to tie together at every stage of the buyer's journey and as a company, you need to map out technology and understand how it delivers value starting from the awareness stage to the customer acquisition stage.
There are many ways to organize and visualize your technology stack but what matters at the end is how you utilize your marketing stack to acquire your customers.
This framework developed by Wrike that could help you to get started.
This framework forces you to answer difficult questions like
How does this technology move buyers toward a conversion?
Where does this technology fit into the buyer’s journey?
What would happen if we removed or replaced a particular piece of our technology?
If you are looking to get more inspiration on how to work on this framework, you can check out this blog where some of the best companies like Terminus, Uberflip, Datapipe designed their Marketing technology framework.
You cannot underestimate the importance of Marketing technology that is ultimately responsible for driving the core of Marketing Operations.
Download your free copy of the customer journey map (no email required).
Core Elements: Team Structures and Enabling Collaborations
Your team is the ultimate catalyst for driving marketing results. Teams are the unsung warriors of the marketing department and your teams are the only resource that can give you the edge over your competition.
Team Collaborations between marketing, sales & services can help you deliver the ultimate customer experience and drives your organization to be customer-centric.
Team collaboration is what binds together the Marketing Operations element and helps the processes to scale over a long time.
Some ways you can organize your team and make team collaboration more effective in the long run.
Ensure that your team is accountable for ensuring projects stay on task, time & budget.
Your processes and stakeholders should be clear on priorities and deadlines.
Your team needs to oversee the execution of various tasks and monitor team performances
Your sales and marketing teams need to be aligned, your processes need to ensure there are no holes in funnels and interested leads are not missing. Also, reevaluate things such as nurtures, alerts, and scoring models and adjust to best support the business’s current position.
How to transform your Marketing Operations?
If you are still unsure about your Marketing Operations, we can help you to transform and navigate towards the next successful quarter result with the help of Marketing Operations.
Enidan Marketing is committed to helping your business navigate the world of marketing operations with confidence and calmness. For more information, feel free to reach out to us by email or phone. We are looking forward to talking with you!