How do you manage complex marketing operations?

> document all marketing processes in detail and keep updated > establishing clear roles, responsibilities, and handoff points between teams to optimize workflow > identify and standardize systems, tools, and data formats to facilitate transparency and integration > project management disciplines - calendars, plans, timelines - across initiatives - tightening execution > regular cross-functional meetings for coordination. Identify dependencies proactively > segment target audiences and customize engagement strategies for each to boost relevance IMO, process rigor, integrated systems, and coordination across teams and business units add to scales, complexity, but disciplined marketing operations overcome the chaos.

Marketing operations is like the conductor of an orchestra for a company's marketing efforts. We make sure everything runs smoothly and sounds great. Our job is to plan, organize, and measure marketing campaigns so they work well and help the business succeed. We work with different teams, use technology to our advantage, and pay attention to data to make sure our marketing efforts hit the right notes and get the best results.

Every company will look a little different for MOps. The team may be 1 or 5, the tech stack will vary but what should remain the same is how you approach each project. Mops is the bridge between data and creative. You need to have a defined process and established SLAs for the teams you work with. Don’t let people wonder what to expect from you, tell them! Deliver the reports, the documentation and the clear how to on the tool.

Todo en el mundo empresarial parte de una correcta planificación que, junto con datos e información, permita la correcta toma de decisiones. Y en el marketing no es la excepción, pues definir un marco de operaciones es clave para una correcta gestión de mercadotecnia. Tener todos los factores mencionados da la pauta para llevar adelante todas las acciones de marketing necesarias. Herramientas administrativas acopladas a la acción estratégica y operativa del marketing.

Como Gerente de Mercadeo, he podido entender (con mucho ensayo y error) que ningún área logra funcionar correctamente sin un sistema de gestión. Los sistemas de gestión son claves para el correcto control de un área porque asigna tareas y funciones específicas a cada miembro del grupo, generando sentido de responsabilidad y dirección. También establece los KPI's que realmente "mueven la aguja", aquellos que deben monitorearse de forma frecuente para garantizar el cumplimiento de la estrategia y, por consiguiente, los resultados. No podemos automatizar u optimizar procesos, mucho menos mantener mediciones constantes, sin que exista un sistema de gestión robusto que verdaderamente defina la razón de ser del área y los indicadores a medir.

While automation platforms are essential for driving collaborative marketing operations, teams must remember that these platforms are a means to an end, not the end themselves. A pitfall to avoid is marketing automation platforms that are so cumbersome to use that most of the team's workflows continue to happen "offline", with the platform merely documenting what has already been done via email etc. Remember, automation tools exist to assist people, not the other way around. If using Excel and Slack is a more effective process for your team, don't force them to adopt a fancy new software that ends up becoming a project in itself. Automation platforms should help simplify your processes, not complicate them further.

As part of monitoring and optimizing performance, it's important to conduct regular audits of the automations/workflows that you've set up. Beyond well thought-out planning and taking into account new scenarios in the future when building campaigns, it's a fact that many times what works today may not tomorrow, so ensure that you've set up automations to check on your automations, or, set aside time for a manual review monthly, quarterly, annually, etc. depending on the need.

Gerenciar opera??es de marketing complexas demanda planejamento estratégico, equipe qualificada, comunica??o eficiente, prioriza??o de tarefas, uso de automa??o e análise de dados. Flexibilidade, gest?o de or?amento e avalia??es regulares s?o essenciais para adapta??o e melhoria contínua.

Una correcta automatización de las operaciones de marketing coadyuvan a la consecución de los objetivos mercadológicos, pero para lograrlo no solo hace falta integrar sistemas de CRM o de analítica, sino que se debe partir de una adecuada selección de un ERP que permita gestionar toda la data y que alimente a los sistemas de gestión de marketing de manera correcta, oportuna y eficiente. Las decisiones deben partir de este punto para lograr eficiencia en la gestión operativa del marketing; esta es la decisión que marca la diferencia de un antes y un después.

I strongly support using automation and integration in marketing operations. These tools save time, reduce errors, and boost productivity. By automating tasks and integrating platforms, teams can focus on creativity and deliver personalized messages effectively.

Full visibility!! Say it again for those in the back…. FULL VISIBILITY!!! Into your projects, your priorities, your workload, everything. If they can’t see what you’re doing or how much effort it takes they won’t understand the questions you ask and will push back on everything. Use a PMT and give people access. Put in every task and item then share those with the stakeholders. Let them see your value and not just imply it!!

This is the most important aspect of working in complex marketing operations. If you work in a silo all operations work is essentially worthless. The system you set is only as good as the utilization and understanding of the business.

Es crucial el trabajar en equipo con un grupo de profesionales multidisciplinarios que permitan la planificación, operación, seguimiento y mejora de las operaciones de marketing. La clave del éxito en cualquier organización es contar con un equipo capacitado y comprometido que, de la mando un correcto liderazgo, puedan alcanzar metas y objetivos que solos sería muy difícil. El papel del líder es clave es este punto, pues él es quien debe conocer y entender en objetivo macro de marketing con el fin de llevar al equipo a que lo consigan juntos, siendo eficientes, dinámicos y asertivos. Un equipo comprometido llega más lejos.

Collaboration encourages diverse perspectives, leading to innovative solutions and continuous improvement. Open communication channels foster alignment, ensuring everyone is working towards shared goals. Utilizing project management tools such as Monday.com, Jira, Trello, enhances organization and accountability, while integration with communication platforms promotes seamless information flow. Regular meetings and feedback sessions keep teams aligned and responsive to changes. Cultivating a culture of sharing ideas and experiences fosters creativity and teamwork, ultimately driving success in marketing endeavors.

To set up measurements that are useful to a business you should begin with the end in mind. Work with revenue leaders to define what you want to see. Then build the infrastructure to deliver on that.

El mercado es tan dinámico que la data que se genera queda obsoleta cada vez más rápido, por esta razón las operaciones de marketing deben apalancarse de información oportuna y actual que permita la correcta medición en el avance y toma de decisiones adecuada. Pienso que todas las actividades de marketing son complejas debido a que se las ejecuta en mercados cambiantes, donde existen consumidores globales y en donde la tecnología avanza a pasos agigantados, por esta razón se debe guardar más cuidado a la forma de hacer la gestión de marketing para alcanzar las metas y objetivos planteados en la planificación.

Another key point is to know your stakeholders. Marketing is just one piece to MOPs roles. You work closely with system admins for other tools, sales, lead generation, finance, and even legal. Know the key players at your company and what their processes look like. If you can incorporate your process to be seamless with theirs then the level of engagement and collaboration will skyrocket!