Marketing operations (MO) as a dedicated, funded and strategic capability has exploded across B2B marketing organizations. Driven by traditional marketing’s poor response to changes in technology, customer behavior and use of data for decision-making, the marketing operations function is not only filling the gap, but also creating a competitive advantage for organizations by enabling change and revenue results from marketing.
I see a big difference in companies of all sizes with a marketing operations team versus those without one. Businesses I work with that have a dedicated operations team typically have and achieve revenue targets. Companies that do not have a dedicated marketing operations organization are laggards on the revenue marketing journey.
I’ve been lucky to have a front-row seat to the evolution of marketing operations as a capability. But what fascinates me most is the new generation of marketing operations leaders who are emerging.
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