Behind-the-scenes operations for marketing are the processes that support and optimise marketing campaigns and teams. These processes aren’t as extravagant than the award-winning television ads or interactive digital ads your company produces, but they are essential to helping marketers achieve their business goals.
The term “marketing operations” is commonly used to describe the process of creating and maintaining marketing assets such as collateral, data management and reporting and connecting them all with the rest of the business. It can also refer to the wider scope of project management and data analysis IT support, and other administrative tasks.
Modern marketing teams operate across multiple disciplines such as sales, design and development. This means that a number of different systems and processes must be connected to ensure marketing teams are delivering appropriate content at the right time in order to meet the goals of business.
The job involves a significant amount of setting up and optimizing the marketing tech stacks in order to simplify the process and help the team achieve their goals more quickly. Typical tasks include managing marketing automation solutions including evaluation and approval platforms such as a content management system, AdWords technology and a CRM solution.
A clear, well-defined process implemented by marketing teams helps them to carry out their tasks more efficiently. It allows them to communicate their marketing strategies with their internal stakeholders and gives everyone a clear understanding of what is expected from them. It allows marketing teams to set goals that are SMART, which means Specific, Measurable Attainable Realistic Time-bound (SMART), so they can create realistic timelines for campaigns and projects.