The Rise of the Marketing Operational Leader

Marketing operations are becoming essential to managing the many moving parts of the modern marketing organization and it’s campaigns, programs and initiatives. Yet, the role has been ill-defined and oft-forgotten by marketing leaders structuring their organizations.

Multichannel marketers are leaders in orchestrating harmonious campaigns and programs. Marketing technology is critical to marketing planning, integration, data analysis and execution. Yet for both to work in concert, someone has to connect those vectors.

Similarly, the CMO or senior marketing executive is focused on setting the vision and developing strategy. Individual marketing managers are charged with executing that vision for their respective business units, brands, products and campaigns. Yet, someone needs top-down visibility and bottom up execution chops.

This individual is the marketing operational leader. Read more...