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What Are Marketing Operations?

Behind-the-scenes operations for marketing are the processes that help and improve marketing campaigns and teams. These processes are less glamorous than the award-winning television ads or interactive digital ads your company produces, but they’re vital in helping marketers meet their goals in business.

The term “marketing operation” is used to describe a procedure that involves creating and maintaining marketing materials, including collateral such as data management, collateral, and reporting, and integrating them into the rest of your business. It can also cover a broader scope, such as project management as well as data analytics IT support, and other administrative functions.

Modern marketing teams are multi-disciplinary, including design, sales and software development. This means that a lot of different systems and processes are required to be interconnected to ensure marketing teams are providing appropriate content at the right moment to meet the business objectives.

A significant part of the role is establishing and optimizing marketing tech stacks to decrease the complexity of the task and allow the team to achieve their goals quicker. Common tasks include managing marketing technology stacks as well as evaluation and approval platforms and content management systems.

It is easier for marketing teams to reach their goals when they have clear, well-defined procedures in place. It allows them to communicate their marketing strategies with internal stakeholders and gives everyone a clear understanding of what is expected of them. It allows marketing teams to set goals SMART, which are Specific, Measurable, Attainable and Realistic Time-bound (SMART) and they can create realistic timelines for their projects and campaigns.


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