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1、1Report presented by MarketingO in partnership with Adobe and Knak.The State of the Marketing Ops Professional 20222Table of ContentsIntroduction Key Findings SECTION ONE The Marketing Operations Professional SECTION TWO Marketing Operations Teams SECTION THREE Marketing Operations Tools+Technology
2、SECTION FOUR Whats next for Marketing Operations?SECTION FIVE Resources for Marketing Operations Pros Conclusion+Methodology4 6 7 18 24 34 38 403ForewordIts been a crazy few years,in almost every sense possible.Our lives,countries,and planet arent the same as they were pre pandemic,and almost all bu
3、siness operations have moved online.Many organizations have experienced periods of growth,rapid hiring,layoffs,budget cuts,and unpredictable variations in all aspects of their business,and often with virtually no heads up.Global supply chain disruptions,market instability,inflation,and the“Great Res
4、ignation”have prompted businesses to rethink their operations strategies,many reworking their processes from the ground up to ensure complete efficiency and employee engagement.Because of this,weve seen a rise in companies investing in MarketingOps and RevOps,and leadership taking a deeper interest
5、in the inner workings of operations in general.Why?The backend of the business significantly impacts the bottom line.So,when leadership needs to start cutting spend and streamlining business processes,they turn to the(sometimes)silent heroes marketing,sales,and revenue operations.Last year,we learne
6、d from our 2021 State of the Marketing Operations Pro Report that marketing operations professionals wanted more recognition in the workplace and more headcount.We also learned that marketing ops looks different at every company.This year,we again asked marketing operations vets and newbies to share
7、 their perspectives,then partnered with Adobe and Knak to compile a report with data,insights,and helpful resources for the year ahead.Our goal is to help the community grow and to provide benchmarks for marketing ops during a time where data only lasts so long.Were excited to share these results an
8、d hope that they help you better align teams,secure the resources you need,and find peers in the industry to connect with.Thanks for being a part of the Marketing Ops community.Just meeting us?Only ops person at your org?Explore the Marketing Ops community memberships we have Slack channels,events,e
9、xclusive content,&more.And were a fun bunch,I swear!Membership starts at$0.Mike Mike Rizzo Founder,MarketingOps,mikedrizzo 4IntroductionLast year,we asked marketing operations professionals about their role,team,where they fit in the organization,and more.A few key findings from the State of the MO
10、Pro 2021 65%of companies had a dedicated marketing operations individual or team 1 in 4 marketing operations professionals were a solo team 7 in 10 marketing operations professionals felt understood by their organization Most marketing operations teams report to the Chief Marketing Officer(CMO)More
11、marketing operations professionals used Windows devices than Mac devices 60%+of marketing operations professionals are the admin for their marketing softwareWith many organizations experiencing rapid growth or restructuring initiatives,weve incorporated insights on how each role fits into the market
12、ing operations function,and how marketing operations works best alongside other departments and teams.In 2022,consumers are more informed than ever before.They expect a seamless customer or user experience,which is powered by top-notch operations,using best practices in every facet of marketing,sale
13、s,and support,and a leadership team dedicated to the end user.We surveyed 550+marketing operations professionals across 20+industries to learn the most important trends and data to guide strategy in 2022.In this report,youll learn:How marketing operations professionals work best The platforms and to
14、ols top teams are using for marketing operations Ways to support marketing operations in your organization The impact of effective marketing operations systems The state of the marketing operations professional in 2022 And more5Explore the Marketing Ops communityAdobe Marketo EngageKnak is a proud s
15、ponsor of the MarketingO community.Develop your marketing operations skills,find new job opportunities,and tap into a community of thousands of marketing ops pros.Learn how Adobe Marketo Engage can empower you today.Check out our 2022 Email Benchmark report for the latest insights.Join todayWatch a
16、videoDownload the report6Key Findings 80%+of companies have a dedicated marketing operations individual or team(up from 65%in 2021)Marketing ops teams top priority in 2022 is supporting RevOps and optimization Spreadsheets are the most popular tool to manage marketing ops,followed by Asana and Jira
17、The top marketing ops KPI is pipeline Marketing ops professionals want to invest in tools that grow with them Millennials and Gen Z are the most heavily represented generations in marketing ops The top marketing operations software includes Adobe Marketo Engage,HubSpot,and Salesforce Marketing Cloud
18、 Roughly 70%of companies have been using their marketing automation platform for 3-10+years HTML is the most commonly used coding language among marketing ops professionals,with 50%of marketers reporting they know and use HTML 30%of marketing operations professionals knows and uses CSS,and 25%dont k
19、now any of the top coding languages Marketing Ops professionals report working most closely with Sales,Demand Gen,and Sales Ops The most popular sub-team for marketing ops to fall under is demand generation7SECTION ONE The Marketing Operations ProfessionalKEY TAKEAWAYS Over 30%of marketing ops profe
20、ssionals have 10+years of experience in the field Most marketing ops professionals are millennials Marketing ops professionals feel that their organizations understand,value,and compensate them moderately well,but there is room for improvement The most common title for marketing ops individuals is“M
21、anager,Marketing Operations”Who are marketing operations professionals?Problem solvers.Data wranglers.Process keepers.Helpers.And big picture thinkers.In 2022,more than 30%of marketing ops professionals have 10+years of experience in marketing ops,and over 80%have been in the field for 3+years up fr
22、om 20%and 70%in 2021,respectively.As more and more companies grow their marketing operations,scale,and implement digital marketing strategies,they will require marketing automation.Its like making the switch from startup life to full-fledged,funded company processes.At first,you might be able to ema
23、il your customers using Gmail by sending promotional emails to yourself and bccing your small audience.Or by sending individual emails to a handful of customers.Soon,youll outgrow this strategy and seek out an email marketing platform.And just like if you give a mouse a cookie,if you sign up for an
24、email marketing platform,youre going to need to create lists to send emails to.So,youre probably going to need a CRM.And if you have a CRM,youre going to need automation,naming structures,and all of the internal processes and workflows that come with more sophisticated marketing.“In 2022,well start
25、to see more formalized training opportunities for marketing ops,prioritizing ops as the first or second marketing hire to set up systems correctly from the start,and more ops professionals moving into leadership roles at the director or VP level.”From Ops Cast,“Is 2022 the year of the marketing ops
26、professional?”with Darrell Alfonso8A few key points about our survey respondents,who represent a wide cross-section of marketing ops professionals across a number of industries,experience levels,and organization sizes:10%of respondents have less than one year of marketing ops experience Less than 1%
27、of respondents were 61+(roughly the same as 2021 results)Almost half of all respondents were 31-40 (Making them millennials)Most survey respondents work in techHow long have you worked in a marketing operations role?10%0%20%30%40%3-5 years6-9 years10+years1 year1-2 yearsIndustries of marketing opera
28、tion professionalsAdvertising or marketing7.9%Accounting0.2%Agriculture,food,and beverage0.2%Business or consumer services3.1%Construction0.7%Consumer product manufacturing0.5%Education and nonprofits4.5%Financial services and insurance6.7%Healthcare3.3%Manufacturing and materials1.2%Marketing agenc
29、y4.3%Media and leisure0.7%Real estate0.5%Transportation and logistics1.2%Technology/software59%9How are marketing ops roles changing?Marketing operations teams and individual specialists are becoming more essential to thriving businesses every day.With increasingly digital research,communication,buy
30、ing,and selling,companies have to get comfortable with their online presence.Rather than depending on a single“marketing ops”person,or the“HubSpot whiz,”companies are encouraging their employees to dive into uncomfortable platforms and tools to be more autonomous and self-driven in seeking out infor
31、mation and providing a delightful customer experience.Marketing ops teams are growing as the owners of systems,policies,procedures,and the smooth functioning of the tech stack.Marketing ops teams are working closely with marketing,sales,RevOps,and leadership teams to develop GTM systems(like pricing
32、 strategy,software system choices,and more)that are optimized and efficient.In 2021,there were more senior survey respondents and the most popular job titles were Marketing Manager,Marketing Director,and VP/Head of Marketing.In 2022,there are more marketing specialists,hinting that the newer generat
33、ion is entering the marketing operations field,and more companies are investing in larger marketing ops teams.Of note,respondents who identify as male feel slightly more understood,valued,and better compensated than those who identify as women.While it may be slight,theres still work to be done.Lead
34、ership teams should regularly evaluate employee sentiment,satisfaction,and compensation to avoid inequity in their organization.How do marketing ops pros feel about their role?Do you feel.No,not at all4.93/74.90/75.21/7Compensated fairly for your level of experience?Understood by your organization?V
35、alued by your organization?Yes,very much10Defining the marketing operations roleMarketing operations can look different at each organization.Some marketing ops professionals are dedicated to managing software tools,naming structures,integrations,workflows,and the technical aspects of the marketing t
36、eam.Others work closely with GTM teams to define leads,lead handoff processes,automation,and ensure the end customer experience is streamlined.Later,well explore the marketing ops team and how it fits in with the entire organization.Some marketing operations managers are on a RevOps team or report t
37、o sales,which can change their scope and job responsibilities.The most common primary job responsibilities for marketing ops are developing or implementing software and managing systems,followed by designing and managing operational policies and procedures.On the whole,marketing ops is like the coac
38、h of the overarching marketing team,planning out the strategy,monitoring execution,and making sure that everything is running smoothly so the players can succeed.Top job titles of marketing ops professionalsManager,Marketing OperationsDirector,Marketing OperationsMarketing Specialist12311How many Ma
39、rketing Operations side projects or clients do you take per year?Marketing ops job responsibilitiesMarketing ops software rolesIn your current role,which,if any,of the following are part of your primary job responsibilityWhich best describes your role in using your companys Marketing Automation Plat
40、form?The state of taking on side projectsDeveloping and implementing software or system integrations/managementSoftware training&documentationEvaluation and purchase of IT hardwareDesigning,implementing,and optimizing operational policies and proceduresRevenue optimization/operationsNone of theseEva
41、luation of and needs-identification for tech stackSales/marketing SLA definitionTerritory management and/or quota settingData analysis/synthesis/reportingConducting and analyzing market and competitive researchSales process optimizationEvaluation and selection of shipping/logistics providers54%69%60
42、%18%22%48%48%47%46%39%35%32%13%6%7%8%4%4%5%4%3%3%3%2%AdministratorNo side projects or clientsPrimary User1-2 side projects or clientsI do not use this softwareIm a consultant,theyre all clientsSecondary User3-5 side projects or clientsDeveloper6-9 side projects or clients10+side projects or clients1
43、2Top reasons marketing ops pros take on side projectsMake additional incomeTo support people/teams outside my org that I want to see growLearn or apply new skillsRelationships with previous colleaguesLearn new software toolsRelationship buildingVolunteerHelping othersHelp others/give back to my comm
44、unityGive backIts a part of my jobBecause Ive been a consultant for a long timeAssist smaller businesses with limited budgetsAsked to47%40%6%1%1%1%1%1%1%1%1%1%1%1%13In 2021,22%of marketing ops pros reported taking on side projects to earn additional income.In 2022,almost 50%say that income is the ma
45、in reason for their marketing ops side hustle.The creator economy is growing and marketing ops consultants are in high demand.Are you part of our growing community where you can find awesome marketing consulting gigs?Join MarketingO and create a profile,then explore open opportunities.What does the
46、marketing operations career path look like?Find out more in episode 3 of Ops Cast,the marketing operations podcast,where we interview successful marketing ops leaders and learn how they got to where they are.Whats your ideal next step in your career?Go into management/build a team that reports to me
47、Become an independent consultantStay in Marketing OperationsMove more into RevOps/GTM OpsNone of these optionsShift totally different job functionMove more into SalesOpsMove into another area of MarketingWork for a consultancy/agency33%4%3%2%1%17%16%10%8%14Marketing ops compensation and seniority Al
48、most 45%of respondents were at the manager level Only 10%of respondents were at the VP level or above 29%of respondents made between$51-100K 32%of respondents made between$101-150K 1 in 5 respondents made$151-250K Most VPs report making between$151-250k (61%of VP respondents)Most Specialists report
49、making between$51-100K (60%of specialist respondents)Its most common for a Director to make$151-250K (43%of director respondents)Its most common for a Manager to make$101-150K (43%of manager respondents)Which best reflects your current level of seniority at your organization?What is your approximate
50、 level of compensation,including salary and bonus?Specialist/Associate$101-$150kVice President$25k-$50kExecutive$51k-$100kCoordinatorLess than$25kDirector$151-$250kManagerMore than$250+45%3%23%23%19%35%6%5%7%31%2%4%15What is your approximate level of compensation,including salary and bonus?Under 3 Y
51、ears Tenure6-9 Years Tenure3-5 Years Tenure10+Years Tenure10%10%10%10%0%0%0%0%20%20%20%20%30%30%30%30%40%40%40%40%50%50%50%50%60%60%60%60%$151k-$250k$151k-$250k$151k-$250k$151k-$250k$101k-$150k$101k-$150k$101k-$150k$101k-$150k$51k-$100k$51k-$100k$51k-$100k$51k-$100k$25k-$50k$25k-$50k$25k-$50k$25k-$5
52、0kLess than$25kLess than$25kLess than$25kLess than$25kMore than$250kMore than$250k16What is your approximate level of compensation,including salary and bonus?Under 100 Employees1,000 to 10,000 Employees101 to 1,000 EmployeesOver 10,000 Employees10%10%10%10%0%0%0%0%20%20%20%20%30%30%30%30%40%40%40%40
53、%50%50%50%50%60%60%60%60%$151k-$250k$151k-$250k$151k-$250k$151k-$250k$101k-$150k$101k-$150k$101k-$150k$101k-$150k$51k-$100k$51k-$100k$51k-$100k$51k-$100k$25k-$50k$25k-$50k$25k-$50k$25k-$50kLess than$25kLess than$25kLess than$25kLess than$25kMore than$250kMore than$250kMore than$250kMore than$250k17H
54、iring a marketing ops professional?Weve got the latest data-backed strategies and resources to help you find your next marketing operations hire.Our free marketing ops job description templates include:Marketing ops-specific job role language that covers responsibilities,requirements,and skills Comp
55、ensation guidelines based on real,up-to-date marketing ops salary data Tools to help hiring managers and recruiting teams market their roles in the right places onlineSeniority and CompensationDirectorExecutiveManagerSpecialist/AssociateVice Presidentpercent of respondents Seniority020406080Less tha
56、n$50k$51k-$100k$101K-$150kMore than$150KCompensationsGet free job description templates+guideSECTION TWO Marketing Operations TeamsKEY TAKEAWAYS The top KPI for marketing ops teams in 2022 is pipeline 80%+of companies have a dedicated marketing operations team Marketing ops teams top priority in 202
57、2 is supporting RevOps and optimization Most marketing ops teams have 1-10 members,and report to the CMO or VP of marketingMarketing operations teams are clearly becoming more essential to organizations.From 2021 to 2022,25%more companies reported having a dedicated marketing operations manager or t
58、eam.Marketing ops teams are working closely with sales,as the#1 KPI for marketing ops in 2022 is pipeline,followed by revenue objectives.During lean times,companies rely on teams who can deliver significant results without needing any more capital to do so.“Overusing operations teams is perpetuating
59、 a problem with hiring and burnout at growing organizations.Managers and leadership teams need to be aware that operating a too-lean Marketing Ops team isnt a long-term option and can lead to systems breaking down.Invest early and check in on workload frequently and it will pay off in dividends,”say
60、s Mike Rizzo,founder of MarketingO.With the power to influence and improve conversions,engagement,sales,and company outcomes,marketing operations is a highly integral part of any successful organization this year,and beyond,and is worthy of significant investments in both budget and headcount.Market
61、ing ops teams are working closely with sales,demand gen,and sales ops to figure out the best strategy to reach and convert more prospects and to engage with existing customers.18Does your company have a dedicated marketing operations team?YesNoNot sure19“RevOps is the idea of combining the processes
62、(and sometimes organizations)of Marketing Operations and Sales Operations.Our research shows that in high-performing orgs,combined RevOps teams are led by someone with a lot of Marketing Operations expertise.”Learn more about marketing operations vs.revenue operations on the blogBob Conklin Solution
63、s Marketing Leader,AdobeMarketing ops priorities and KPIs in 2022In 2022,many organizations are tightening their purse strings and optimizing,rather than running full steam ahead with new initiatives and investments.Marketing ops teams are closely tracking sales goals and working to support revenue
64、operations and sales pipelines,so it adds up that the most common team for marketing ops to work closely with is sales.RevOps+MarketingOps:What is Revenue Operations?At most organizations,Revenue Operations is defined as an umbrella term for Marketing Operations,Customer Success Operations,and Sales
65、 Operations.Each of these teams impacts the bottom line and can be optimized to increase overall profitability.Others think of RevOps as a strategic way to optimize marketing and sales systems with a goal of revenue creation.20When customer-facing and revenue-generating teams are aligned,they can id
66、entify inefficiencies and rethink workflows and processes that may no longer work or be as effective as they were in the past.The sales process is changing,just as consumer behaviors and expectations change.While having 24/7/365 live chat support or more flexible pricing may not have been important
67、two or three years ago,now it could be the difference between capturing certain demographics and converting prospects.These functions impact marketing operations,sales operations,and revenue operations and need to work off of the same data across teams.“There are four key types of data demographic,f
68、irmographic,behavioral,and intent.With the go-to-market strategy,whether its launching a new product or campaign or a retargeting initiative,you need to look at that data first.So marketing ops teams need to make sure the data is being collected,and find any data that youre missing.”From episode 10
69、of Ops Cast,“Go-to-Market Data”with Amanda ThomasWhat are your teams priorities this year?Supporting revenue operations and/or optimizationCreating lifecycle programsImproving campaign efficiencyMigrating platformsData cleansing&hygieneGrowing the marketing ops team(hiring)Creating lead scoringImpro
70、ving/updating tech stack integrations0%10%20%30%40%21Marketing operations team sizes2-1051 to 100More than 10011 to 2526 to 50Top KPIs for evaluating a marketing operations teams success1.Pipeline2.Revenue objectives3.Velocity tracking between lifecycle stages4.Conversions0%10%20%30%40%50%60%70%1220
71、%10%20%30%40%0%10%20%30%40%Who does the Marketing Operations Team report to?VP of MarketingChief Operating Officer(COO)Director for MarketingVP of SalesChief Executive Officer(CEO)Not sureChief Technology Officer(CTO)Chief Revenue Officer(CRO)VP of Revenue OperationsHead of MarketingChief Informatio
72、n Officer(CIO)Director of SalesChief Financial Officer(CFO)Director of RevOpsDirector of Demand GenDirector of Marketing OperationsVP of RevOps23What sub-team are you on?Which teams do you work closely with?No sub-teamSalesBizOpsRevenue OperationsDemand GenerationDemand GenerationMarketing Operation
73、s/AnalyticsITRevenue OperationsSales OperationsGrowth Marketing/Analytics/OperationsClient SuccessDigital Marketing/Production SupportOther(please specify)Data&AnalyticsC-Suite/Leadership41.7%25.9%57%56%50%37%33%32%27%13%5%17.1%6.4%1.9%1.2%1.0%1.0%24SECTION THREE Marketing Operations Tools+Technolog
74、yKEY TAKEAWAYS The#1 tool marketing operations professionals use is spreadsheets Marketo Engage is the most popular marketing automation platform,and Salesforce is the most popular CRM The most important criteria for choosing new tech in 2022 are the ability to integrate with existing tech and the a
75、bility to scale as companies grow The top coding language marketing ops pros know is HTML,and 5%+of ops professionals know Python,the#1 coding language in 2022 One quarter of marketing operations professionals dont know a coding language,but of those that do,HTML and CSS are the most popular More th
76、an 50%of marketing ops professionals use a tech stack that includes a dedicated email and/or landing page creation platformThe theme of this years report is lean.Marketing ops individuals and teams are tasked with optimizing,streamlining,and cutting costs left and right.At the same time,buyers want
77、all the bells and whistles that the latest software has to offer,which tends to cost money.In 2022,marketing ops teams are prioritizing tools that are able to grow and scale with them,and that integrate with their existing tech stack.While there are plenty of robust marketing software platforms to c
78、hoose from,and they are necessary for running a high-volume GTM operation,the#1 tool that marketing ops teams use is spreadsheets.Good old spreadsheets.Our comfort zone.The next most popular tools are Asana and Jira both key players in project management and organization.25Most marketing ops folks a
79、re happy with their marketing automation platforms,and have been using them for more than three years,which explains the need for new products that integrate with these existing systems.Migrating data and changing primary software systems can be a months-long and expensive process that disrupts oper
80、ations,and many teams try to avoid it until its entirely necessary.“Most companies only use a little over half of the tools in the tech stack thats available to them.Audit your tech stack and ask if anyone is using the tool.If not,get rid of it.Evaluate each tool like Marie Kondo.Does it bring you j
81、oy?Does it bring any value to the org?Are there duplicate tools?Ultimately,you want every tool in your stack to contribute to revenue.When contracts are up for renewal,really think about their value,current features,and overlap with other tools.”From Ops Cast episode 8 “How to Audit a Marketing Tech
82、 Stack”Chloe Pott Senior Marketing Operations Manager at Datadog 26Marketing operations software platforms&toolsThe industrys leading software platforms for marketing operations include Marketo Engage,HubSpot,Salesforce CRM,Unbounce,and Knak.These software solutions have been tweaked and updated to
83、fit complex marketing needs and support large volumes of data.Heres a look at what tools marketing ops professionals are using in 2022.What tools do you use to manage your work in Marketing Operations?Spreadsheet(Google or Excel)AirtableWrikeTeamworkCustom SolutionAsanaBasecampJIRANotionOtherWorkfro
84、nt57%10%39%9%30%8%26%7%13%5%4%27MOST POPULAR MARKETING OPERATIONS SOFTWAREWhich Marketing software do you currently use?Marketo(Adobe Marketo Engage)Active CampaignMailChimpOtherHubSpotSalesforce Marketing CloudKnakPardot(by S)Eloqua(by Oracle)44%3.5%40%56%18%18%5%5%8%4%BrazeOracle Marketing CloudPi
85、pedriveKlaviyoAcoustic CampaignSharpSpringInfusionsoftI dont use any of theseZohoIterable3%2%2%1.5%1.0%0.5%0.5%0.25%0.25%3%28PRIMARY MARKETING AUTOMATION PLATFORMMARKETING AUTOMATION SOFTWARE SATISFACTIONMarketo(Adobe Marketo Engage)Very satisfiedSalesforce Marketing CloudVery dissatisfiedAcoustic C
86、ampaignHubSpotSomewhat satisfiedPardot(by S)Somewhat dissatisfiedEloqua(by Oracle)None of theseNeither satisfied nor dissatisfiedActive Campaign0%0%50%50%40%40%30%30%20%20%10%10%Which Marketing software do you currently use?How satisfied are you with your companys primary Marketing Automation Platfo
87、rm?293-5 years39%of marketing ops professionals use a tech stack that includes a dedicated email or landing page creation platform50%+Does your tech stack include a dedicated email or landing page creationYESNONO RESPONSE10+years5-9 years 1 year53.3%34.9%11.9%1-2 years20%19%11%10%How long has your c
88、ompany used its primary Marketing Automation Platform?Top 3 landing page and email creation platforms 1.Unbounce2.Knak3.Leadpages30Primary CRM PlatformWhich creation platforms are in your tech stack?KnakSalesforceStensulHubSpotDyspatchNone of theseTaxi or EmailMicrosoft DynamicsUnbounceLeadPagesInst
89、apageCeros7.36%14.73%Other22.77%4.79%4.28%3.77%3.25%1.03%1.03%0%10%20%30%40%50%60%80%70%0%10%20%30%31How to choose new marketing technologyMost important criteria for choosing new techAbility to integrate to existing and new technologyPriceProduct scalability/ability to grow as we growVendor service
90、 and support levelsEase of useProduct innovationAbility to meet our technical compliance standards(privacy,security,etc)Brand perception/vendor partnership69%26%20%14%2%53%39%29%32Marketing operations+coding languagesWhat(if any)coding languages do you know?Less than half of our respondents know HTM
91、L and even fewer know CSS.We see in the data that HTML and CSS are the top coding languages that marketing operations professionals use this can be for troubleshooting,automation,integrations,or other use cases.0%10%20%30%40%50%HTMLJavascriptCSSPythonNone of theseC#33Its no surprise that Marketing O
92、perations professionals know their way around code.From Marketo to HubSpot we end up interacting with some form of HTML,JavaScript,or CSS.After all,they typically start with embedding a tracking code on your site!But knowing how to tweak a little bit of HTML or CSS doesnt mean we want to hand-code a
93、n entire page.Evidence of this is provided by the 50%+MarketingOps Pros leveraging Landing Page and Email Building apps like Knak,LeadPages,and more.”Sometimes a marketing automation professional may need to be responsible for creating the pipelines that update the tables that populate your CRM or M
94、AP.Marketing automation folks can generate these tables through a variety of means,including Python,Airflow,or other API management tools.Mike Rizzo Founder,MarketingOpsJason Bilog Product Marketing Manager,Marketing Automation,GooglePython,however,is the fastest growing coding language,and more tha
95、n 5%of marketing ops professionals know and use it.Python supports automation,data management,and more,and has a massive database of open source code packages for marketing.34KEY TAKEAWAYS Marketing ops professionals want a more defined role in the organization Theres room for digital transformation
96、 and growth at most organizations,even if they already have a marketing operations team presence Only 7%of organizations surveyed have a fully developed digital maturity level,with integrated systems,complete lifecycle nurturing,and personalized content“Theres been a significant improvement in respe
97、ct and recognition of marketing operations since doing this survey a year ago,but I still feel we have a way to go,”one of our marketing ops professionals commented.So,whats the next step for marketing operations as a field?Overall,marketing ops professionals are looking for:1.More job clarity2.More
98、 headcount3.More resourcesAdditionally,theres demand for more marketing operations skills and training opportunities.One survey respondent said,“In general Id love if orgs actually understood the different roles within Marketing and allowed members to specialize over being utility players.For exampl
99、e,I am running all Marketing Ops,because I have experience,but I was hired to oversee the Brand and overall strategy”.Another respondent said“I do everything.Im the only one on my team.I then cross into design and development and work across multiple departments,but dont feel Im fairly compensated f
100、or everything I do”.SECTION FOUR Whats Next for Marketing Operations?35A dedicated role/more defined roles/job clarityAlignment between teamsMore headcountMore budget/resourcesValuing marketing operationsOpen to new processes/ideas0%10%20%30%0%10%20%30%Whats the biggest thing companies can do to bet
101、ter support marketing operations?Training/learning opportunities/educationBetter data visibility/integrityTake time to understand marketing operationsBetter payEmpowermentClear objectivesMore supportAutomation36Level of digital maturity of marketing operations professionals companiesIt varies signif
102、icantly across the organizationLevel 4-We have fully integrated our communication channels within campaigns and are doing full life cycle nurturing with personalized contentLevel 1-We are primarily using email for point in time campaignsLevel 2-Weve automated 2-4 channels,but they are not integrated
103、,we do some nurture campaignsLevel 3-We have integrated automation for multiple channels and are doing advanced segmentation,personalization and nurturingNot sure/no response6.9%28.5%7.4%25.3%24.2%7.7%37What do marketing ops professionals want from their organizations?“My marketing colleagues dont h
104、ave a technical perspective,which affects everything from process to reporting to evaluation to implementation of new tech tools.It seems they hear“marketing automation”and think thats all they need to get results or reporting in a nice interface.”“When your company is really busy and has a huge wor
105、kload,marketing is not a priority.”“At a small company,the marketing ops person does everything,from demand gen to SEO to traditional operations tasks.For me,defining roles means hiring for other functions so I can focus on the true marketing operations work.”“Leadership doesnt want to be bothered b
106、y the process and gritty details,and dont seem to know what marketing operations does.Would love more ideas on how to describe marketing ops and how vital of a role it is.”“Its hard to communicate that you are just fixing things most days.”“Marketing leaders are looking for new team members who have
107、 the technical skills of marketing using marketing automation tools,v lookups and pivot tables and understanding these technical aspects within the context of the buyers journey and marketing funnel.We want them to understand what a persona is and messaging strategy,and be able to build a waterfall
108、report or funnel forecast.”From episode 22 of Ops Cast“How do we get new talent into Marketing Ops?”Toby Murdock CEO,Highway EducationAnd what are hiring managers and leadership teams looking for in marketing operations hires?38If youre anything like the marketing ops professionals in our community,
109、you believe in ABL always be learning.40%of marketing ops pros take on side projects to learn new skills or try new tools.Here are the top places to keep up with marketing ops,connect with peers in the industry,and ask all the hard questions youve been struggling with.Ops CastThe Art of Marketing Op
110、erationsDuct Tape MarketingMarketing Smarts from MarketingProfsAdobe Experience Clouds Audio Marketing Whitepaper PodcastUnsubscribed!MarketingOr/AdOpsr/Marketingr/DigitalMarketingMarketing and Sales Operations Professionals on LinkedInPODCASTSCOMMUNITIESSECTION FIVE Resources for Marketing Operatio
111、ns Pros39Marketing Operations Professionals BlogAdobe Digital Transformation BlogKnak BlogTechCrunchMashableC Space:Marketing&Advertising from CESMarketing Ops Job BoardMarketingHireAmerican Marketing Association(AMA)Job BoardExit Five B2B Marketing Job BoardFree Marketing Ops WorkshopsHubSpot Acade
112、my Revenue Operations Certification CourseAdobe Digital Learning ServicesPUBLICATIONSJOB BOARDSCOURSES40Conclusion+MethodologyIts the year of the marketing operations professional,and the industry is predicted to experience massive growth in the coming years.With the data from this report,perspectiv
113、es from marketing operations specialists around the world,and up-to-date job description resources,we hope that you can better define your role and collaborate with a variety of teams and departments,reach your career goals,and gain confidence as an operations pro.As more and more organizations bett
114、er understand the impact of high-quality marketing operations and streamlined systems on ROI and employee engagement,there will be opportunities for growth and development in the marketing ops function.One of our survey respondents advises,“A lot of orgs arent proactive about investing in Marketing
115、Ops,but want to reap the benefits,like good reporting and attribution.This is a big learning curve for many sales and marketing teams”.Our advice start investing in marketing operations teams and training now.(Hint:save the resources section for later,or share with your team.)Well leave you with a f
116、inal word from another marketing ops pro:“Its a great time to be in marketing ops.Ive been doing it since 2007 when it was new and exciting now,its better and stronger than ever!”CONCLUSION“I believe that the secret sauce of a marketers success is heavily dependent on understanding the customer jour
117、ney+experience,and going digital.And that cant happen without the backend systems that link everything together,and the data,which is fueled by marketing operations.From Ops Cast Episode 12 Is the path to CMO through Marketing Ops?Vivian Chan Global Campaigns Director,ServiceNow41Join the marketing
118、ops community with thousands of professionals just like youAt MarketingO,we believe in the power of community.Being a one person marketing operations team is tough,and you will more than likely find yourself running into problems you dont know how to solve.WERE HERE TO HELP.WE OFFER:Discussion board
119、s for top marketing automation platforms like Marketo and HubSpot Courses,training sessions,and free workshops A job board for new career opportunities Resources for growing and scaling a marketing operations team And more!Find out more42We surveyed 550+marketing operations professionals over 20+ind
120、ustries in April-May 2022.The audience was largely made up of individuals at tech companies.Learn more about our survey respondents here.METHODOLOGYCompany SizePercent of respondentsNumber of Employees1(just me)2 to 526 to 50201 to 50010,000 to 15,0005,000 to 10,000More than 35,0006 to 1051 to 10050
121、1 to 1,00015,000 to 20,000Not sure11 to 25101 to 2001,000 to 5,00025,000 to 35,00005.00%20.00%15.00%10.00%25.00%43Annual revenueUnder$100,000$100,001 to$500,001 to$1.1 million$1.1 to$10 million$10.1 to 50 million$50.1 to 100 million$100.1 to 250 millionOver$250 millionNot sure0.00%30.00%20.00%10.00%Percent of respondents