Marketing operations (MO) as a capability has exploded onto the scene because of fast-changing technology, the need for a more transparent, efficient, and accountable view of marketing and big-time pressure from the C-suite for marketing to contribute to the bottom line.
Three years ago, very few companies had a dedicated marketing operations team. Today, a dedicated marketing operations capability is more common and creates true competitive advantage for those companies who are optimizing this capability.
At the same time, we are still in the early days in the optimization of MO. You can talk with 100 different companies and they will have 100 different ways to structure and enable marketing operations.
This is especially true in global enterprises. I’ve worked with several global organizations over the last 18 months and their approach and structure for marketing operations varies widely.
[Read the full article on MarTech Today.]
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.
About The Author
Debbie Qaqish is Principal Partner and Chief Strategy Officer of The Pedowitz Group. Debbie manages global client relationships and leads the firm’s thought leadership initiatives. She has been helping B2B companies drive revenue growth for over 35 years. Debbie is author of the award winning book – “Rise of the Revenue Marketer,” Chancellor of Revenue Marketing University, and host of Revenue Marketing Radio, a podcast series for revenue marketing leaders which showcases marketing executives from companies like GE and Microsoft sharing advice on marketing transformation. A PhD candidate, Debbie also teaches an MBA course at College of William & Mary on Revenue Marketing. In March 2016, Kapost named Debbie among the Top 40 Most Inspiring Women in Marketing. For the last five years, Debbie has been named One of the 50 Most Influential People in Sales Lead Management. She has also won SLMA’s Top 20 Women to Watch distinction.