Technology
Administering business processes using systems and sponsoring improvements to technology. For example, managing leads and opportunities in a sales force automation tool and sponsoring projects to automate this work.Processes
Developing, orchestrating and improving marketing processes. For example, a process of competitive intelligence and pricing at an ecommerce firm that makes sure prices are competitive with major retailers.Data Management
Data management and governance functions such as a marketing operations team that assesses the quality of contact data entered by sales teams to identify and escalate data quality issues.Reporting
Measuring marketing efforts with management accounting and marketing metrics and communicating this information with regular reports.Forecasting
Developing marketing forecasts such as sales volume forecasts.Sales & Operations Planning
Sales and operations planning is the alignment of production with marketing efforts such as promotion.Market Research
Developing an understanding of customers, competition and other factors such as technological and political change. For example, developing target audiences for a marketing campaign.Campaign Operations
Implementing a marketing campaign such as a sales event.Go-to-Market
Executing a go-to-market strategy such as the launch of a new service.Product Development
It is common for marketing operations to offer project management services to business units for efforts such as product development and launch.Sales Operations
The orchestration and improvement of sales processes such as lead generation and qualification.Compensation
Designing and administering elements of sales compensation such as incentives programs.Training & Development
Providing training to teams such as business units or sales in areas such as technologies, processes and practices.Media Operations
Overseeing the production and delivery of media such as promotional videos, content and information.Vendor Management
Managing partners such as providers of marketing systems and digital advertising platforms.Contract Management
Managing contracts with partners in areas such as technology, advertising, promotion, distribution and sales.Change Management
The practice of leading change. Marketing operations often plays an alignment role between marketing, sales and business operations teams to drive change to systems, processes and practices.Retail Operations
Managing geographically distributed business processes such as logistics, retail locations and product showrooms.| Overview: Marketing Operations | ||
Type | ||
Definition | The management of the core marketing processes of an organization. | |
Related Concepts | ||
