Marketing Operations

This series addresses the needs for innovation and process improvements in marketing operations.

Building a Global Brand Franchise Platform in Randstad Holding

How Randstad Holding transformed its local market leadership and marketing best practices into a premier global brand DOWNLOAD NOW

Digital Supply Chain Strategies for Marketing and Packaging Assets

How global brand-marketing communication groups maximize their productivity with workflow automation, digital asset management, and real-time collaboration tools DOWNLOAD NOW

Orchestrating the Technologies and Processes of the Customer Engagement Cycle

Strategic roadmap for integrating traditional and online marketing and customer service with multichannel analytics, multimodal content, and analysis-driven email messaging DOWNLOAD NOW

BACKGROUND

According to Wikipedia, Marketing Operations constitutes new discipline within Marketing Management.

First recognized 15-years ago by research firms such as IDC and SiriusDecisions, hundreds of companies today across a variety of industries staff a Marketing Operations role.

GISTICS offers the definition of this pivotal marketing role:

VP or Director of Marketing Operations represent a marketing role of the executive held accountable for one or more marketing activities such as advertising, creative services, digital marketing, product launches, sales enablement, and strategic events. Other titles for this role may include, or have as direct report, Director of Packaging Design, Director of Advertising, Director of Marketing Communications, etc.

Director of Marketing Operations normally reports to the Vice President of Marketing or in special cases the CMO. The VP or Director of Marketing Operations generally “owns” the technical systems of Marketing Operations Management.

MARKETING OPERATIONS MANAGEMENT (MOM)

Marketing Operations Management (MOM) emphasizes the end-to-end optimization of the marketing mix, from planning and budgeting, through marketing content management, to global marketing execution and analysis.

MOM strives to measure Return on Marketing Investment (ROMI), creating a marketing dashboard that summarizes the efficiency of the marketing supply chain, marketing effectiveness, and overall governance of marketing activities. In its most advanced forms, MOM provides an operational context for Transformational Marketing, measuring not only in the traditional Return on Marketing Investment; MOM supports

organization-wide transformational initiatives that deliver on corporate objectives, including quantitative measurements such as revenue growth and increased profitability.

MARKETING RESOURCE MANAGEMENT (MRM)

MOM grew from the older but still-used-term of Marketing Resource Management (MRM), representing a class of software infrastructure that assists organizations with Marketing Operations Management. MRM supports the technology backbone used in the alignment of people, process and technology—what many thinkers and analysts consider critical to an effective Marketing Strategy.