How marketing operations work

by Feb 7, 2022

Add structure to marketing

When you add structure to marketing, it can be more strategic. It knows what to do, and why it’s doing it. It can be more data-driven. It knows how well its work is performing, and how to improve on that performance. It can be more efficient. With a clear framework in place, there’s no reason for marketing to make the same mistakes over and over again—or for anyone on your team to have to reinvent the wheel every time they create a new campaign or launch a new program. And it can be more effective by improving all of the above: marketing becomes able to deliver measurable results at scale, every time you launch or execute a campaign or program.

Increase data analytics

Imagine purchasing the latest model of smartphone. You get it home, turn it on, and see that there’s a notification waiting for you—a welcome message from the company. In addition to thanking you for your purchase, the company offers to help with any questions you may have. It also shares information about other products that might be useful to you.

After using your phone for a few weeks, you receive an email from the company asking whether your expectations were met and if there was anything else they could do to improve their product or their service. They also include links to related products and services in case you would like to upgrade or purchase something new.

In order for a business to send these targeted messages at exactly the right time, its marketers must understand what actions customers take and when they take them. They need data analytics software that can keep track of all this information in one place so that they can use it effectively.

Improve marketing performance

Marketing operations are a critical part of making sure your marketing efforts are successful. They can help you take better aim at what you want to achieve and make sure that you get the best results from your budget.

To understand how marketing operations will help improve your marketing performance, let’s break down what it entails:

  • Setting goals—what do you want to achieve with your marketing? Do you have a clear picture of what success would look like for this quarter or year?
  • Allocating budget—have you looked through all of your options to figure out where your money should go to get the most impact?
  • Measuring effectiveness—are you using the right tools and techniques to track the effectiveness of campaigns, creative assets, and other tactics?

Strengthen marketing tools

Your marketing toolkit should be thought of not as a collection of must-haves, but as a group of tools to support your changing needs. There are hundreds of marketing tools out there that can help you organize and understand your leads, build trust with your customers, and create killer content.

The most important thing is to have the right tools supporting your business processes at any given time. When it comes to helping you improve the performance of your current strategies and tactics, there’s no such thing as one size fits all—every business has different requirements.

In order to make sure that your marketing strategy is built on solid foundations, let’s look at some key considerations when choosing which tools to use.

Increase marketing efficiency

  • Increase marketing efficiency. In a high-volume, fast-paced environment like marketing, efficiency is the name of the game. Efficiency means not just doing things right, but doing them at the right time, in the right order. You need to know that you’re working on what’s most important and what’s most effective—and if not, why not? That’s where marketing operations come in.

You can increase your efficiency by making sure that:

  • Your team isn’t wasting time on tasks that could be automated (if you haven’t already done so, read this article about funnels).
  • You’re collecting data across all of your channels and sharing it with other teams. This is called reporting and analysis—or “reporting & insights” as it’s sometimes called—and it can be used to prove campaign ROI and create content for future campaigns using audience data gathered from current ones.
  • Everyone is using the same tools and processes for executing projects on time. These tools include project management software such as Monday or Trello (which we use), collaboration tools like Slack or Skype (which we also use), and any other app that makes life easier for your team (here are some more suggestions).

Marketing operations can help a business succeed.

  • [Marketing ops provides clarity in strategy and execution](#marketing-ops-provides-clarity-in-strategy-and-execution). It helps you evaluate the effectiveness of your current comprehensive marketing efforts.
  • [It automates time-consuming processes](#it-automates-timeconsuming processes), freeing up marketers to be more strategic and creative, while also improving campaign accuracy.
  • [It saves money by making teams more efficient](#it-saves money by making teams more efficient), resulting in higher ROI on your overall marketing strategies.
Tomáš Javůrek

Tomáš Javůrek


A passionate marketer from 2009. Co-founder of Storymkrs.

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