Did you miss our event in DC on Thursday, June 29th? No worries! We’ve got you covered with our notes from the event. Read below for the highlights from the 2016 Marketing Operations Priorities and Function Study from Cristina De Martini of SiriusDecisions (@CristinasTrail, Research5@siriusdecisions.com).
Earlier this year, SiriusDecisions and MOCCA conducted a survey to analyze the growth in Marketing Operations. Marketing Operations a growing capability for most global CMOs, and the functions value and benefits are increasingly recognized. Within the next 2 years, most CMOs are planning to increase Marketing Operations and Analytics.
Survey audience: Targeted B2B organizations Marketing operations professionals (70% out of 130 respondents) Global audience 51% from software industry.
1) Understanding marketing operation’s responsibilities, focus, prioritization
Marketing Operations Responsibilities Perceived as Most Important
- Measurement and reporting (91%)
- Data management (74%)
- Process improvement
Actual Marketing Operations Time Spent on Tasks
- Technology (short term need)
- 40% of time spent on technology and process management compared to their relative importance (not planning- less than 10%)
Technology Responsibilities: What are Marketing Operations professionals doing? Using?
- 90% are focused on marketing automation platform
- 61% using web analytics
- Primarily focused on designing processes, assessing technologies, deploying technologies, providing expertise, training, and documenting process workflows.
Future Focus: The Good News!
Respondents are planning to increase time spent on measurement, data, and technology. They also say they will focus on more strategic activities such as modeling policy establishment and governance, and master data management processes.
- Both strategic and tactical organization share the #1 challenge = not enough resources
- Secondary and tertiary challenges were different, for example in tactical organizations 50-90% struggle with billing, alignment, and buy in.
Primary Implication: both types of organization need to prioritize planning, optimize execution, and build credibility.
2) Measurement and reporting impact
Organizations are focused on activity-level reporting, primarily for demand creation. Types of reports currently produced include:
- Forward looking measurements
- Content utilization
- Account Based Marketing results
- Predictive Analytics
- ROI Sales enablement
3) How organizations are investing in Marketing Operations
- Marketing Operations Functions that are receiving investment include measurement and/or reporting, technologies, data management, process management, planning and/or budgeting.
- Organizational structures differ by size of company:
- Small: Marketing Operations is within marketing function, marketing operations title
- Medium: One marketing operations person, multiple job functions
- Large: Marketing operations specialties have separate leaders around measurement/reporting, strategy/planning, and technology management
- In most companies, the Marketing Operations Leader is a Director level professional
- 75% centralized or have hybrid setup leaning towards centralization location
Actionable Steps for Marketing Operations leaders
- Prioritize planning
- Establish an aligned measurement strategy to impact decision making
- Implement campaign framework
- With maturation, develop functional specialties to fill gaps in priorities
Hunter Montgomery is the Chief Marketing Officer at Higher Logic and a member of the MOCCA Advisory Board.