Marketers will show management how they are adding value by demonstrating the link between marketing and revenue.
In a business-to-business context, marketers will show management how they are adding value by demonstrating the link between marketing and revenue. Marketers can add value by attracting customers, which can then be quantified in terms of the impact on revenue. You can measure marketing in terms of the number of leads it generates or the number of qualified leads that turn into paying customers.
Marketing can support operations by providing exceptional customer service; prospective customers may be more likely to engage a company if it provides a great experience.
In turn, marketing can support operations by providing exceptional customer service. Prospective customers might be more likely to engage a company if it provides a great experience. If you are in operations and concerned about how marketing is linked to your role, consider the impact that customer service has on your reputation. Customer service is part of the operational function of an organization but it also plays a critical role in how customers view your business’ brand.
Operations and marketing may also collaborate on sales, procurement, logistics and other activities that affect the supply chain.
These may also include:
- Operations and marketing may also collaborate on sales, procurement, logistics and other activities that affect the supply chain.
- The customer service function can help operations identify bottlenecks in the production process by evaluating how quickly orders are fulfilled.
- Marketing can provide input when operations use statistical analysis to reduce the variability of key processes such as product quality or assembly time.
- Operations can help marketing create standardized products that will be easier to produce in large numbers, simplifying supply chain planning and reducing costs.
Operational management and marketing may work together on driving traffic to the company website.
- Build landing pages. These are pages that offer something for free, such as a whitepaper or other type of resource, but require the reader to fill out a form with their name and email address in exchange for it. Landing pages are great tools for gathering visitor information while also providing useful resources to your customers.
- Optimize the website for search engines. An SEO-optimized website will appear higher in results when people search for certain keywords on Google (or other search engines). It’s important to use multiple strategies—such as using keywords naturally in content and building backlinks from other websites—to optimize your site because poor practices could actually reduce your ranking or even get you penalized by search engines like Google.
- Optimize the website for mobile use. More people than ever access websites through mobile devices such as smartphones, so it’s essential that your site is easy to navigate on these devices. If it isn’t, you risk driving away potential customers who will struggle to read your content or contact you from their device—and they might even tell others not to visit if they have a negative experience!
Now that we’ve looked at how marketing can help operations (or vice versa), let’s look at some benefits of this collaboration.
There is a lot that operations and marketing can do together.
Marketing operations align strategies, processes, and technologies to improve organizational efficiency and effectiveness. It is a growing field within marketing that is more than just managing marketing technology or automating programs. Marketing operations is about creating accountability for every program in your organization to drive revenue through clear goals and objectives.
You may be interested in marketing operations if you have responsibilities like:
- Campaign management
- Technology management (marketing automation platform, CRM)
- Process improvement
- Data and analytics
