The SiriusDecisions Functional Design Model for Marketing Operations [SiriusDecisions]

January 17, 2018

What’s in this report?

The marketing operations function has become ingrained within high-performing b-to-b organizations, providing a foundation for sustainable growth. This foundation is defined by marketing operations’ range of responsibilities across two dimensions: core functional responsibilities (accountability, planning, infrastructure, data and marketing operations design) and organizational scope (activities within each area of responsibility, ranging from tactical to strategic − see the Core Strategy Report “The Marketing Operations Range of Responsibilities Model”).

While marketing operations capabilities are a requirement for today’s b-to-b marketing organizations, they can choose from a variety of approaches to executing those capabilities. The key to success is matching an organization’s situation and requirements to the right execution model. In this Core Strategy Report, we define the organizational choices for executing marketing operations responsibilities and the advantages and risks associated with each choice, addressing the following specific topics:

Defining factors. The elements that define organizational options for managing marketing operations responsibilities, including factors affecting model selection.

Responsibility overview. The full scope of responsibilities that SiriusDecisions categorizes as b-to-b marketing operations duties.

Typical manifestations. Organizational models that are commonly deployed, and their advantages and risks.

Organizational assessment. An approach for assessing the current manifestation of marketing operations in a given organization. This is a starting point for making enhancements to an organization’s current model. 

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