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What's your strategy for developing a marketing operations roadmap?

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A marketing operations roadmap is a strategic plan that aligns your marketing goals, processes, and resources with your business objectives and customer needs. It helps you prioritize, execute, and measure your marketing activities and outcomes. But how do you create a marketing operations roadmap that works for your organization? Here are some steps to guide you.

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Parul Verma

‘Integrated Marketing’ advocate, driving business impact | Brand building & strategy | Experienced in Global Marketing…
Dejan Blagai?

Marketing Operations Manager @Joorney | Digital Marketing is my Passion ?? | LinkedIn Certified Marketing Insider |…
Elana Shama ???

Marketing Operations / Analytics Manager | HubSpot Consultant

1 Assess your current state

Before you can map out your future direction, it's important to understand where you are now. To do this, you must evaluate your marketing performance, capabilities, and challenges across different dimensions such as marketing goals and KPIs, technology stack and integrations, data quality and governance, processes and workflows, skills and roles, budget and ROI. Various tools and methods can be used to conduct this assessment, including audits, surveys, interviews, benchmarks, and SWOT analysis. The goal is to identify your strengths and weaknesses, as well as opportunities and threats. This will help to align your marketing team and stakeholders on the current state of your organization.

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Parul Verma

‘Integrated Marketing’ advocate, driving business impact | Brand building & strategy | Experienced in Global Marketing ops & Transformation | Problem-solver I Marketing Leader with diverse experience
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Important to analyze how is marketing execution currently done across markets ! Which agencies do what ? How many agencies per market are leveraged, their producing and costing model with timelines. This would give you a true visibility into unsaid part of operations happening currently across markets

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Dejan Blagai?

Marketing Operations Manager @Joorney | Digital Marketing is my Passion ?? | LinkedIn Certified Marketing Insider | Personal Development Enthusiast | Founder at intellidex —Business Empowerment
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It all starts with audit and analysis, with an objective emphasis on evaluation. Consolidate benchmarks and insights that will be a compass needle in your strategic approach. Goals and KPIs are equally important like your MarTech stack, workflows, and integrations. They mutually support and empower each other and that's why we need to allocate similar importance for them. This is a perfect moment to discuss the next steps and aims in cross-department collaborations and challenge decision-making stakeholders with brainstorming sessions. Plan as a team—Act as a team—Achieve as a team.

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Dawn P.

Social Media & Marketing Strategist | Helping Engage, Grow & Convert Online Audiences
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I agree with all of these points. It is also important to make sure that marketing goals are in sync with the broader aims of the company. For example, if a business objective is to break into a new market segment, then marketing might aim to create awareness campaigns tailored to that segment.

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2 Define your desired state

To envision the future of your marketing, you need to set a vision, mission, and strategy that aligns with your business goals and customer needs. Additionally, you should define objectives and KPIs to measure and report on your progress. To do so, consider questions such as what the purpose and value proposition of your marketing function is, what customer segments and personas you want to target, which channels and tactics you will use to reach your audience, what outcomes and metrics you want to achieve, and how you will communicate your marketing impact. You can use various frameworks and tools such as SMART goals, OKRs, customer journey maps, and scorecards to create a clear vision for your marketing team and stakeholders.

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Parul Verma

‘Integrated Marketing’ advocate, driving business impact | Brand building & strategy | Experienced in Global Marketing ops & Transformation | Problem-solver I Marketing Leader with diverse experience
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As part of desired state, It’s extremely important to quantify, what business impact or results will be contributed by the marketing operations team! This could start from simple metrics like number of projects delivered, markets that adopted these services, quality, speed of delivery etc. but above all what has been the larger business impact : customers reached, engaged and converted, leads generated and revenue contributed

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3 Identify your gaps and priorities

Now that you have determined your current and desired states, you need to identify the gaps and priorities that will bridge the gap. Analyze the differences between your current and desired states and prioritize initiatives and projects that will have the most impact on your marketing performance. Ask yourself questions such as: what are the main gaps and challenges preventing you from achieving objectives and KPIs? What are the root causes and effects of these gaps? What solutions and opportunities can address these gaps? Consider costs, benefits, risks, dependencies, and interdependencies of these solutions. Utilize tools such as gap analysis, root cause analysis, impact-effort matrix, and MoSCoW method to create a list of actionable initiatives that will move you closer to your desired state. Align your marketing team and stakeholders on the gaps and priorities.

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4 Create your roadmap

In order to craft your roadmap, which outlines your marketing operations plan for the short, medium, and long term, you need to organize, sequence, and schedule initiatives and projects. Additionally, you must define milestones, deliverables, and success criteria; determine how you will monitor and adjust your roadmap; and allocate resources such as time, budget, and talent. To do this effectively, consider questions such as: how will you group and categorize initiatives and projects by theme? How will you order initiatives and projects by timeline or urgency? Who will be responsible for each initiative or project? And how will you track progress and results? You can use various tools and formats to create your roadmap – Gantt charts, Kanban boards, or roadmapping software – with the goal of creating a visual and dynamic roadmap that communicates your marketing operations plan to the team and stakeholders.

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Elana Shama ???

Marketing Operations / Analytics Manager | HubSpot Consultant
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Another point to consider when prioritizing initiatives and creating timelines, is to take into account the amount of effort involved in each initiative. There may be several initiatives with similar prioritization and impact, where some involve large amounts of work and effort, while others are relatively quick fixes. At the end of the day, priorities are a balancing act between goals, impact, effort, timeline, and resources. Additionally, it’s important to ensure that all stakeholders are crystal clear on the leading team members for each initiative, who will be responsible for driving the project forward.

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Moses Maurice Mugerwa

VP Operations at Jibu Inc. | Business Strategy, Operational Excellence, Marketing Strategy & Analytics | I Help Early-Stage Companies Optimize their Operations to achieve Over 80% of Their Growth and Revenue Goals
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Ordering initiatives and projects by timeline or urgency involves categorizing them into short-term, medium-term, and long-term timeframes based on their expected completion dates. Within each timeframe, initiatives are further prioritized by their urgency ratings, considering factors such as market demand, competition, and regulatory requirements. Dependencies between projects are also considered to ensure a logical sequence of execution. This approach enables effective allocation of resources and efforts, ensuring that high-priority initiatives are addressed promptly while aligning with long-term strategic goals. Regular reviews and adjustments accommodate changing circumstances and help maintain the plan's relevance and responsiveness.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What's your strategy for developing a marketing operations roadmap?

1

2

3

4

5

1 Assess your current state

2 Define your desired state

3 Identify your gaps and priorities

4 Create your roadmap

5 Here’s what else to consider

Marketing Operations

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What's your strategy for developing a marketing operations roadmap?

1

2

3

4

5

1 Assess your current state

2 Define your desired state

3 Identify your gaps and priorities

4 Create your roadmap

5 Here’s what else to consider

Marketing Operations

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