What are the most important roles in a successful Marketing Operations team?

The MOPS Manager is often the first Marketing operations role a company will hire as they'll do a little bit of everything. Data analytics, admining systems, building processes, forming relationships between departments, and more. They're basically the Swiss army knife of the marketing organization. If you get this hire right, then as the business grows you can help buttress their weaknesses or where their time is stretched thin with a second employee. No matter what, every org of at least 150 employees needs to have a MOPS manager and scale from there.

Marketing Operations Managers (MOps) are the unsung hero in the marketing world. Think your campaigns, internal team or client relations will run themselves? Think again. Thankfully, AI tools and newer softwares have entered the scene, making this intense role more manageable. Say goodbye to clunky Excel sheets! modern task management tools now seamlessly interface with clients and AI delivers faster tracking, data crunching and insights. It's not just an improvement - it's a game-changer. But seriously, this is a very stressful career! It’s not for the faint at heart - or the disorganized. But if you can master it - extremely rewarding to be the leader of amazing and modern creative output and apart of the client successes.

The MOps Manager role closes the gap between marketing and the business. It’s a marketer but is also business driven and business oriented. It’s creative, but also makes sure the marketing operations run smoothly and the least of errors. Nurtures but also is focused on building and importing processes. The MOps role brings the perfect balance needed to get results in marketing and achieve business goals.

Your MOPs Manager is going to be the foundation of your Marketing Operations Function and will likely be your first hire. From a high-level; they know marketing, sales, and the GTM technology stack. They’re likely not going to have the knowledge of being able to build out a custom integrations or tell you best practices around how to structure an Google Ad account. What they will be able to do is tell you what’s feasible in your tech stack, what would require custom configuration, and best practices for planning a campaign on Google. This broad knowledge across all the different facets of Marketing is what makes a MOPs Manager one of the most important roles in any maturing Marketing Operations function.

O Gerente de Opera??es de Marketing é o responsável por unir o estratégico ao tático, alinhando os projetos a estratégia da empresa, sem ele, o risco em criar solu??es que n?o caminham no mesmo sentido do que a empresa realmente precisa é muito grande.

I believe it's essential to have two distinct types of analysts on a MoPs team. First, you need an Insight Analyst who specializes in data and insights. Their primary responsibility is to construct dashboards and analyze the data to extract valuable insights. Secondly, there should be a Process Analyst dedicated to analyzing how processes function and how buyers and team members interact within those processes. Their focus is on optimizing and streamlining workflows for maximum efficiency.

One important trait to look out for is PROACTIVITY. Too often do I see OPS / Analysts that are great at figuring out reports, data, models but only when asked about them. Not when just bringing them up proactively. It's such an asset to have an OPS person proactively feeding a Marketing team interesting reports, data, angles, opportunities. I get that it's more difficult, as in order to truly be proactive you'd also need to do a deep dive into product, persona, the company, market, reporting structures so it requires some work to get an analyst there. But it's totally worth it. Scoping out the right person with a nack for proactivity is key.

I believe that the MOps Specialist plays a critical role in ensuring the success of our marketing efforts. Their responsibilities encompass a wide range of tasks that are essential for effective campaign execution and optimization. A MOps Specialist needs to be highly skilled and versatile, with expertise in marketing automation, dev, etc. Proficiency in tools and platforms like HTML, CSS, JavaScript, SQL, and API is crucial for efficiently managing and customizing marketing systems and integrations. In summary, the MOps Specialist is the backbone of the MOps team, responsible for not only implementing/managing campaigns but also optimizing and ensuring that the technology and workflows supporting them run seamlessly.

If you're lucky enough to have someone in this role, make sure to keep them happy. Having a MOps coordinator (or as they're more commonly known - project manager) specifically dedicated to your team is a true gift. So much of your time can be taken up with managing and documenting the work, rather than doing it. If you're in a small time, where time and attention is at a premium, you have to be ok wearing multiple hats. But on a larger team, you may find someone who is specifically focused on prioritizing the work that comes in and documenting and communicating the work that gets done. Marketing Operations pros don't market the work they do enough, so that is a key responsibility for this person as well.

Unfortunately, this role is commonly only found in larger teams. It's a true gift to have someone dedicated to project managing new and ongoing marketing activities in terms of documentation and communication. But if you're in a smaller team, unfortunately, this will mostly have to be just you. I've seen a lot of different good approaches to do this part-time, but what I often see is that there is no clear choice made how to do these things and no consensus with the rest of the Marketing team. Ending up in situations where some use e.g. Notion, others use Monday, and others use Seismic, you name it. Make sure that if it you part-timing this (with other) that you're really clear on the basic structure and approach.

I’m all for MOps Developer! This role is key for MOps to run effectively. I see this role as the engine oil of the operation. They maintain and monitor integrations, dashboards, applications, software, but also prevent issues from happening taking action towards solutions before any disruption that may jeopardize the MOps happens.

A successful marketing operations team typically includes roles such as Marketing Operations Manager, Data Analyst, Campaign Manager, and Systems Administrator. These roles collectively ensure effective campaign execution, data analysis, and system management for optimal marketing performance.

Every role is valuable, as every role offers a different skillset strength to boost your marketing operations team. One person cannot do it all, even as a generalist! Let your experts in each field, stay experts by not wearing down their time and energy by asking them to wear all the hats. A unified approach is the key to growth.

Actually, everyone is very important in the team, as none can function or deliver without the other team. Every team compliment each team and play a important role.