Marketing Operations in an Age of Disruption

January 18, 2018

There’s no longer any doubt that marketers in virtually all types of enterprises have become intensely focused on improving the experiences they provide to existing and potential customers. Numerous recent research studies have consistently shown that marketers see enhancing customer experiences as a prime strategic objective and as a key enabler of revenue growth and competitive advantage. For example:

  • In the 2017 Global CMO Study by SiriusDecisions, survey respondents identified enhancing customer experience and addressing changing buyer behaviors as the two priorities that would have the most influence on their marketing strategy over the next two years.
  • In a 2017 survey of marketing leaders from both B2C and B2B enterprises conducted by the CMO Council, respondents identified revenue growth as their top mandate for 2017. The second and third most frequently chosen mandates were optimizing the customer experience strategy, and championing a customer-centric corporate culture and mindset.
  • In the 2017 Digital Trends report by Econsultancy, company marketers identified optimizing the customer experience as the single most important opportunity for their organization in 2017, and as the most important way they would seek to differentiate their organization from competitors over the next five years.

The emergence of customer experience as a mission-critical priority is driving a fundamental and far-reaching transformation of the marketing function. Marketers have recognized that product- or channel-based silos limit their ability to provide experiences that will meet the expectations of today’s demanding customers. Delivering great customer experiences also increasingly requires the implementation, integration, and management of multiple marketing technology tools and systems.

These challenges have elevated the importance of marketing operations as a distinct marketing function. In a survey conducted by Scott Brinker in conjunction with the 2017 MarTech conference in Boston, 59% of respondents said they now have a person explicitly in charge of marketing operations. And in the SiriusDecisions study mentioned earlier, participants were asked what specific skill sets of the marketing staff they plan to enable or enhance within the next two years. The skill set most frequently selected by survey respondents was marketing operations.

Like any business function, marketing operations requires an appropriate organizational structure to achieve optimum performance. In this webinar, Jeff and Ed will define the organizational choices for executing marketing operations responsibilities and the advantages and risks associated with each choice.

Marketing operations has evolved to become a strategic function that plays a critical role in the delivery of great customer experiences. Join us for this informative webinar to get valuable insights about elevating the impact of your marketing operations activities and programs.

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