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What is the Ideal Marketing Operations Team Structure?



What is the Ideal Web Development Team Structure?

A Forrester study shows that marketing operations influences over 75% of all business leads in most companies.

According to a HubSpot survey, the biggest challenge you might face as a marketer is generating leads and traffic. The second challenge is providing ROI for your marketing activities.

Marketing ops can enable your company to run efficiently and counterattack these challenges. But what would be the ideal marketing ops structure for you?

And, how do you build a marketing operations team that increases your success chances?

What is Marketing Operations?

Marketing operations entails all the processes and operations that increase efficiency and success. These include the technology and people that run the marketing operations.

Marketing ops ensure that the marketing team runs efficiently. Additionally, it ensures that the marketing strategy of your business is powered up.

Marketing operations is vital because it:

  • Increases efficiency and results in marketing organizations
  • Reinforces marketing strategy with infrastructure, metrics, and business best practices
  • Impacts your marketing campaign and strategy when combined with marketing automation
  • Leads the marketing team to focus on value delivery. It achieves this by backing up the team’s functions of planning, governing, and supporting.

The success of marketing operations largely depends on a vibrant marketing ops team. You should not fill the team with marketers but rather analytical and process-oriented professionals.

The activities of marketing operations are numerous, from content creation, ROI measurement to demand generation. You may do these operations manually, but marketing technology can streamline and make them scalable.

Whether manual or automatic, you need a team to carry out the operations.

The big question is, who should be in the marketing operations team? And how will you make it a success?

What is a Marketing Operations Team?

A marketing operations team is the professionals who perform the marketing operations for your company. This team develops the marketing data strategies and insights needed to carry out campaigns that perform optimally.

How large or small the team will depend on the type and size of your company. A small team may have a marketing operations manager with few other specialists.

Larger groups usually consist of numerous specialists like data analysts and marketing technology experts.

How to Build out a Marketing Operations Team  

According to an IDC report, almost 60% of large tech companies have employed people in a formal Marketing Operations role. In this regard, you also need to structure a marketing ops team that pushes your company ahead.

How do you do that? For you to have a successful marketing operations team, you need to find top talents.

 Next, you must set the roles and responsibilities of the team.

To successfully do this, you must follow a strategic planning process, understanding each member’s skill sets and delivery expertise. Incorporate these marketing ops best practices into the process:

Set up the goals and objectives of your organization

Just like Lawrence J. Peter said, “If you don’t know where you are going, you will probably end up somewhere else.” The first step to take is setting up well-planned and discussed organizational goals and objectives.

You should answer the question, “What do I and my company want to achieve?” Write down the goals, objectives, and mission statement for your new operations.

These goals clarify the team’s responsibilities and serve as the guiding system of the entire marketing operations process. Additionally, they create measurable standards that you can use to gauge the team’s performance.

Outline the Barriers 

Life is part negative; not acknowledging this is naïve. Your marketing operations will, from time-to-time face challenges, especially while starting.

 However, addressing these challenges head-on will make you succeed. These barriers may include technology or change-resistant employees.

Increase your team’s managerial and problem-solving techniques by preparing them for possible hurdles they are likely to experience. Set the expectations of the marketing team right.

Build a Multi-Phased Plan

Structuring a successful marketing operations team doesn’t happen overnight. Instead, it’s a timely process that requires different stages. The stages may include:

  • Assessment of your marketing technology. After assessing, determine what changes or additions you need to make.
  • Determination of the ideal marketing operations structure for your team
  • Analysis of the skills your team requires
  • Recognition of currently available skills. Also, determine which unavailable skills you need to get.

Each stage you create should have an end goal and a strategy to achieve it. Additionally, you must determine the resources and changes required in each step.

Outline the Team’s Roles and Responsibilities  

Once you have an ideal team structure, you need to determine each team member’s specific roles. For your marketing operations team to work as one unit, it’s imperative to decide on the following factors:

  • Team member(s) who will be in charge of available marketing tools and processes.
  • How should the marketing team interact with other departments and units of your organization? For example, the sales team, HR department, IT department, and so on.
  • The team members you will give access to critical marketing technologies
  • Team members who will be responsible for updates and customizations of the marketing automation platform.
  • How the ops team will coordinate and work with other stakeholders

What is the Ideal Marketing Operations Team Structure?

The ideal marketing team structure mainly depends on the type and size of an organization. Ideally, a small-sized organization should have:

  • The Marketing Operations Manager
  • Demand Generation Specialist, and
  • Marketing Technology Specialist

If your organization is mid-sized, besides the three mentioned above, you can add:

  • Content or Process Specialist
  • Data or analytics expert

The marketing team can comprise numerous specialists and managers for large companies, i.e., a company with at least 500 employees. These include:

  • Vice President of Marketing Operations
  • Marketing Technology Manager: heads the marketing technology specialist
  • Data and Analytics Manager: The head of data/analytics specialists.
  • Web platform manager
  • Content/ Process Manager

You will need to convince the organization’s leaders like the Chief Executive Officer (CEO) and Chief Marketing Officer (CMO)of the value of well-structured staffing to the organization’s success. Proper staffing and budgeting will effectively increase your marketing and ROI.

“Best practices in professional services recommend one marketing person per 14 people in an organization. Most businesses are nowhere near that.” Jenn Morgan, Founder, and CEO of Radically Distinct.

Key Roles and Responsibilities of Marketing Operations Team

As you’ve noted, the ops team can comprise a few or many team members depending on the organization’s size. Typically, almost all teams have a market operations manager in the marketing department. 

Here is an outline of the key roles of the marketing operations team members:

Vice President of Marketing Operations 

In large organizations, the VP:

  • Oversees the overall marketing operations functions 
  • Decides on significant purchases of marketing software and technology like CRM software 

An ideal VP should have extensive experience in marketing and leading the marketing operations team. In addition to this, the VP should have a broad knowledge of project management and budgeting.

Marketing Operations Manager

The marketing operations manager is the coach of the ops team. The role of the marketing operations manager is:

  • Oversees all marketing operations
  • Hires and trains the marketing ops team
  • Managing and implementing a successful marketing operations team.
  • Analyzes the marketing strategies and ensure they are effective.
  • Ensures that all the marketing team needs are met

The manager should be an organized and interpersonal team player with complex project managerial and marketing skills.

Marketing Technology Specialist/ Manager 

These specialists are in charge of marketing technology and:

  • Oversight on the usage of marketing technology
  • Training the team members on the use of the available technology
  • Assessment of the company’s MarTech and advises on areas of improvement
  • Being on the trend on the latest and best marketing technologies that their organization should adopt

This person should have experience in the usage, assessment, and adaptation of marketing technology.

Data and Analytics Specialist/Manager 

This expert uses various methods of analysis, like predictive modeling, to:

  • Analyze and interpret marketing data
  • Data management
  • Provides the marketing manager with processed data which assists in determining the efficiency and effectiveness of their marketing operations strategy.

The candidate must possess strong analytical and technical problem-solving skills. In addition, they should have vast experience in marketing and customer data analysis.

Content or Process Specialist/Manager 

The Content/Process Manager is responsible for overseeing the operations of:

  • Brand and Compliance Specialist: Ensures that the company adheres to the regulation laws
  • Inside Sales/Business Development Representative: Reaches out to customers, collects their information, and relays it to the sales teams.
  • Email Specialist: Builds and monitors results and conversion rate for email marketing campaigns
  • Media Specialist: Purchases media and tracks the budgeting of various media

This specialist should be skilled in content marketing, social media, and digital marketing.  

Marketing Operations Specialist 

This specialist does the following:

  • Ensures the smooth running of all the daily marketing workflow and operations
  • Manage projects
  • Track marketing metrics  and KPIs 
  • Analyze the marketing campaigns.

These experts have vast experience in marketing operations. They are self-managers, problem solvers, and creative.

Digital/Web Platform Manager/ Specialist

They deal with:

  • All web-related issues
  • Crafting strategies to optimize and increase web traffic 
  • Raising the conversion rate of web visitors into customers.
  • Managing the organization’s websites
  • Ensuring that the websites align with the audience analytics.

An ideal digital specialist should have experience in web-related functions.

Demand Generation Specialist

The Demand Generation/ Lead Management Specialist’s operations include:

  • Driving demand for company products and services
  • Speeding up the customer’s buying process
  • Identifying new target customers
  • Passing leads to the sales team

Ideally, these specialists should be detail-oriented, team players, and experienced in sales.

Scaling up your Marketing Operations   

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The Welcome platform enables you to run all your marketing processes in one platform. You can execute your whole campaign and lifecycle and keep your teams in harmony.

Cut your time to market by 50% by automating numerous admin tasks. The best thing is; there’s no risk! You can try this excellent tool for free!

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Marketing operations talent is suffering burnout and turnover



Marketing operations talent is suffering burnout and turnover

“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.

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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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Product Market Fit with Scott Cunningham [VIDEO]



Product Market Fit with Scott Cunningham [VIDEO]

Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️

Use This Framework to Build Ads That Move Product ➡️

NEW for 2022! Become an Ecommerce Marketing Master ➡️

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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses



Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

A new Senate antitrust bill could make Google, Facebook and Amazon divest portions of their ad businesses. 

The Competition and Transparency in Digital Advertising Act (S4285) would prevent large ad companies from participating on different sides of the ad transaction chain. It would ban them from operating more than one of these functions: supply-side brokers selling publisher ad space, demand-side brokers selling ads, or ad exchanges connecting buyers and sellers.

Image from CDTA factsheet

The bill, introduced yesterday by Sen. Mike Lee (R-UT) and co-sponsored by Sens. Amy Klobuchar (D-MN), Ted Cruz (R-TX) and Richard Blumenthal (D-CT), bans companies earning more than $20 billion in annual digital advertising revenue from participating in the online ad ecosystem in a way that creates conflicting interests. 

It also imposes consumer protection rules similar to ones governing financial trading. Under the law, businesses with more than $5 billion in digital ad transactions annually would have to: 

  • Act in the best interest of customers by getting the best bids for ads.
  • Provide transparency customers can verify that.
  • Create firewalls between their buying and selling operations if they are allowed to operate both.
  • Treat all customers the same concerning performance and information related to transactions, exchange processes, and functionality.

“Digital advertising is dominated by Google and Facebook,” Sen. Lee said in a statement. “Google, in particular, is the leading or dominant player in every part of the ad tech stack: buy-side, sell-side, and the exchange that connects them. For example, Google Ad Manager is used by 90% of large publishers, and in the third quarter of 2018 it served 75% of all online display ad impressions. Google uses its pervasive market power across the digital advertising ecosystem, and exploits numerous conflicts of interest, to extract monopoly rents and stack the deck in its favor. These monopoly rents function as a tax — upwards of 40% — on every ad supported website and every business that advertises online, collectively a huge segment of the modern economy.”

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The new law is a response to the anti-competitive practices Google has been accused of. These include Project Bernanke, the focus of an antitrust lawsuit filed by the attorneys general of more than a dozen states. The suit claims Google ensured ads booked via its AdX system would win ad space auctions. 

“The conflicts of interest are so glaring that one Google employee described Google’s ad business as being like ‘if Goldman or Citibank owned the NYSE,’” Sen. Lee said.

Read next: Is there any incentive to crack down on programmatic ad fraud?

2022 MarTech replacement survey

About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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