You're aiming to excel in Marketing Operations. Which skills will set you apart in the future?

To excel in Marketing Operations, you must be comfortable working with data. Specifically, sourcing truly actionable data that helps you prioritize data purchases and accelerate sales cycles. In my experience, you should augment the most common data subscriptions that your competitors can also access and willing to pay extra for hard-to-find data that moves the needle. Understand best practices regarding data hygiene and bake routine data audits into quarterly analysis. One concrete example of this is implementing a nightly workflow that deletes or flags data that for instance is related to a non-responsive record.

Remember those who are left out during the data collection like those who lack the time, ability and treasury to participate! Above all, those who have no interest, jaded and ignorant!

To excel in marketing operations in the future, focus on developing skills in: Data analytics: analyzing and interpreting complex data to drive strategic decisions. Automation Tools: Proficiency in marketing automation platforms and CRM systems. AI and Machine Learning: Leveraging AI to optimize campaigns and personalize customer experiences. Agile Methodologies: Adapting quickly to changes and managing projects efficiently. Cross-Channel Integration: seamlessly integrating marketing efforts across various channels. These skills will help you adapt to evolving technologies and optimize marketing strategies effectively.

Here’s how to excel in Marketing Operations by acquiring future-proof skills: Data Analysis Proficiency: Develop strong analytical skills to interpret and leverage data for decision-making and strategic planning. Tech Savviness: Stay current with marketing technologies like automation, CRM platforms, and AI tools to enhance operational efficiency. Adaptability and Learning: Be open to new ideas and continuous learning to stay ahead in the dynamic marketing landscape. Project Management: Hone your ability to manage projects efficiently, meeting deadlines and maintaining quality. Interpersonal Skills: Build strong relationships with teams and stakeholders through effective communication and collaboration.

Marketing operations must support the strategic vision of the company which means you need to be plugged into those discussions. But you must also be a proactive contributor since many other colleagues simply won't be thinking about the data, technology, and process implications of strategic plans. When working at Databricks, a PLG (Product Led Growth ) strategy was desired, however it was up to me to orchestrate the data collection, dissemination and action upon the data points that scored and prioritized target accounts. In early stages of strategy formulation, ask questions and provide potential solutions across departments on the topics of budget, timelines, measurements that matter, and KPIs.

Marketing operations requires proactive collaboration with all departments impacted by initiatives. Reach out and understand where marketing operations can help accomplish their particular departmental objectives. Offer insights and help, which strengthens relationships and the willingness of departments to support your specific marketing initiatives when the time comes. I've also found it useful to transparently share marketing operations initiatives in monthly updates and encourage department heads to check-in with me to see how marketing operations can help them accomplish their goals, improve their processes, and report more consistently.