4 questions and answers about MarketingOPS, and make your working life more fun!

MarketingOPS is a way of communicating and collaborating to achieve marketing goals. It touches on culture, organizational design, technology, and processes. MarketingOPS is an umbrella term that enables marketing to work efficiently and scale up with quality and consistency by making people, processes, and technology work together in the best possible way. An agile organization where teams from different disciplines work together on projects. And not to forget, it is making our work so much more fun!

Sounds too good to be true??

In this first part of a two-part series covering MarketingOPS, I will look at 4 specific questions regarding MarketingOPS. Stay tuned in the future as I will cover getting started with MarketingOps.?

What is MarketingOPS?

Marketing Operations supports the left brain with the typically heavy marketing function of the right brain. This has led to the need for marketers to augment their skills with technical and analytical qualities in addition to traditional marketing skills. This combination is essential in today's data- and technology-rich marketing environment, delivering experiences across an increasing number of channels. MarketingOPS combines the flexibility of agile with the sprints of scrum, lean manufacturing and creates value for the customer. It is essential to implement marketing analytics where marketing and technology come together. Teams are better connected when organizing them based on projects rather than job titles, marketing, sales, IT, legal, and HR. This ensures better cooperation, faster links, clear communication between departments, and automation.?

Why is MarketingOPS important?

The primary reason why marketing operations are essential is that a business can achieve tremendous success by improving efficiency and consistency. This can be done by automating and integrating processes, which will boost the efficiency of the entire marketing department. When things are changing at lightning speed and upscaling and downscaling are increasingly important, an agile organization gets ahead of its competitors. MarketingOPS also has a close connection to DataOPS, DevOPS, and? MLOPS as machine learning and AI can help to make marketing processes more efficient. We use the DataOPS approach at several?customers to help them realize an agile customer information architecture and create a central customer view.

What do you use MarketingOps for?

The continuous and systematic development of marketing products/use cases combines all necessary implementation aspects. These aspects include collaboration with other company disciplines, such as IT, customer service, data science, shop design, e-commerce, and legal. This depends on the marketing plan and the user stories on the backlog that need development. MarketingOPS ensures that everyone works efficiently and effectively towards a common goal. It combines development and execution. This means that monitoring/maintenance of the delivered product is also part of the job. The team that develops can also be responsible for production.

Where does MarketingOps come from?

MarketingOps is based on Agile Development, DevOps, and Lean Manufacturing. All disciplines/units in a company have to embrace these principles and implement them as part of BigOPS. BigOPS is about the enormous complexity and quantity of all automation, AI algorithms, processes, and human interaction with those systems operating simultaneously. A nice metaphor that I like to describe would be: If Big Data is a data lake, BigOPS is about an interactive water park.?

Source: https://chiefmartec.com/2020/12/martech-2030-trend-4-big-data-big-ops/

Summary

Marketing Operations is a broad phrase that refers to the operation of the marketing organization, including people, processes, and technology, that allows marketers to run effectively and develop with performance and reliability.?

Teams are better connected when organizing them based on projects rather than job titles, marketing, sales, IT, legal, and HR. This ensures better cooperation, faster links, clear communication between departments, and automation.

Next time I will be discussing the process of getting started with MarketingOps, so stay tuned for more.?