Marketing Operations: Strategy, Implementation and Optimization

As organizations grapple with fractured processes, siloed data sources, and shifting consumer demands, a marketing operations function that can more effectively bridge strategic goals with measurable outcomes is essential for businesses and marketing teams of all sizes. This book delves into what constitutes marketing operations, the business case for high functioning marketing operations roles and then provides a framework and plan to measure success. It looks at the roles and technologies needed to scale a marketing operations (MO) function and the best practices that can help organizations grow and scale the function of marketing operations over time to help marketers achieve operational excellence in support of business goals, from foundational strategies to advanced implementation of artificial intelligence. The book introduces the "maturity model" created by the author as a framework to guide readers. It also explores alternative and additional methods that can be used to assess the current state of marketing operations and work towards building greater maturity. Marketing leadership and MO professionals focused on driving lasting value from a strategic investment in improved ways of working will find this framework and the book's discussion invaluable.