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1、1State of the Marketing Ops ProfessionalThe State of the Marketing Ops Professional“MO Pro”2021 Report by The MO Pros and HubSpot2State of the Marketing Ops ProfessionalIntroduction Key Findings+Methodology Demographics SECTION 01 The Marketing Operations Professional SECTION 02 The Marketing Operat
2、ions Department SECTION 03 Marketing Operations Tools+Technology SECTION 04 The Future of Marketing Operations Conclusion36 6 1230445053Table of Contents3State of the Marketing Ops ProfessionalIntroductionOver the past several years,marketing and marketing teams have transformed.Many companies whose
3、“operations”consisted of the most tech-savvy marketer shouldering the burden of making sure lists were set up correctly,troubleshooting email difficulties,and determining the data points that qualified a lead turned into a defined role with more defined goals.The last few years specifically have led
4、 to even more clear-cut responsibilities for the marketing operations role or department.But now with growing dependence on data from each and every team in most organizations,sophisticated software platforms with advanced analytics,and business intelligence becoming a main priority for companies,ma
5、rketing operations professionals are underwater.With constant requests for reports,growing responsibilities,and being siloed from other departments,ops professionals dont have the support and resources they need to scale and empower others with data.A NOTE FROM THE EDITORMarketing ops professionals
6、and the industry at large refer to themselves as mo pros,and well do the same here to acknowledge that and shorten up the phrasing from here on out.When you see mo pros,think“mo pros.”When you see MO Pros,think of the MO Pros community.4State of the Marketing Ops ProfessionalMarketing ops teams are
7、being dragged down by tech debt.What is tech debt?Its often reactive busywork related to the tech stack,platform,or software managed by mo pros,or things that only one person or team can do.Its having to rename all the fields on marketing forms.Or updating CRM tags for the sales team.Its being asked
8、 to pull a report that leads to a wild goose chase because the data didnt match what you had.That then leads to a huge data cleanup project because one of your integrations isnt working properly.Tech debt is inheriting old software as part of your stack that doesnt serve a purpose anymore.It can lea
9、d to not being able to prioritize your own tasks and leaving your to-do list behind to support others.Tech debt leads to marketing ops feeling burned out,underappreciated,undervalued,and frustrated.It can also contribute to slowing business growth and using data incorrectly to make business decision
10、s.The State of the Marketing Ops Professional ReportThe MO Pros Community and HubSpot partnered up to explore the challenges and opportunities of marketing operations.We surveyed over 750 mo pros to find out what their responsibilities are,what tools theyre using,and what they need to grow.We learne
11、d how they feel about their role and what they need from their organization and leaders to be successful.Ultimately,we aim to help reduce overall tech debt,break down silos between marketing ops+everyone else,and help improve alignment between teams.With a network and education from the MO Pros Comm
12、unity(and software solutions like HubSpots new Operations Hub),we want to help ops individuals and teams to be more strategic and focus on the big picture,rather than constantly chasing small fires.We hope this report helps lead to a more empowered community of mo pros.In this report,youll learn:Abo
13、ut mo pros-who are they?Brand new data on marketing ops software,KPIs,and more Marketing operations pain points and challenges What marketing ops individuals and teams need to feel supported Actionable steps you can take to better understand marketing operations5State of the Marketing Ops Profession
14、alThe MO Pros CommunityJoin our community of technology-agnostic and like-minded Mo pros and youll gain access to:A support system of 1,700+Marketing Operations Pros Weekly discussions 1:1 Mentorship and peer matching Regional groups+channels Member-only partner offers from a range of companies and
15、industries Valuable content and resources like the MO Pros podcast and No Bullsh*t Demos A marketing ops job board And moreHubSpot RevOps&Operations CommunityHubSpots community for ops folks was designed to create a network of support for marketing ops professionals as they grow in their career.Expl
16、ore the community and find:Events like webinars,meetups,and more all about Operations Resources including templates and playbooks (by ops professionals,for ops professionals)Blog posts from experts and thought leaders Conversations with leaders in the field Education,content&resources on Operations
17、Hub,HubSpots newest product designed for mo prosBecome a memberVisit the Community6State of the Marketing Ops ProfessionalKey Findings+MethodologySurvey MethodologySurvey data was collected from 756 professionals using GetFeedback from February-May 2021.DemographicsAge2121-3031-4041-5051-6061-7070+P
18、refer not to say10%20%30%40%50%0%2%of marketing operations professionals we surveyed are 60+.7State of the Marketing Ops ProfessionalGender10%20%30%40%50%0%FemaleMale Non-binary/OtherPrefer not to sayHow many people does your company employ?1(just me)2 to 1011 to 100101 to 200201 to 500501 to 1,0001
19、,001 to5,000 5,001 to 10,000over 10,000 employeesNo responseNot sure 10%20%30%40%0%8State of the Marketing Ops ProfessionalTop Industries Investing in Marketing Automation1.Technology/Software2.Business or consumer services3.Advertising or marketing4.Manufacturing and materials5.Education and nonpro
20、fits6.Financial services and insurance7.Healthcare8.Marketing agency9.Telecommunications services10.ConstructionOther industries include:Analytics as a serviceAssociationAutomotive/PowersportsBiotechnologyBusiness communicationsChildcareCleaning Services/Commercial CleaningConsultingDesign ServicesH
21、uman ResourcesImporting and distributingInsuranceLaw firmMedical devicesTravel and HospitalityOutdoor IndustryPharmaceuticalProperty ManagementRecreationRetail designSafety+RiskSports+EntertainmentTechnical Event ServicesTraining and certification9State of the Marketing Ops ProfessionalWhat industry
22、 do you work in?Advertising or marketing 7.1%Agriculture,food,and beverage 0.9%Business or consumer services 7.9%Construction 2.1%Consumer product manufacturing 0.7%Electronics 1.7%Energy,utilities,and waste management 0.7%Financial services and insurance 5.0%Government 0.3%Healthcare 3.8%Manufactur
23、ing and materials 3.8%Marketing agency 2.8%Media and leisure 0.9%Retail 1.2%Other 5.7%Transportation and logistics 1.5%Travel and hospitality 1.7%Telecommunication services 2.4%Technology/Software 39.8%10State of the Marketing Ops ProfessionalKey Findings from the Report12345672%of mo pros have been
24、 in marketing ops for 3+years.Most mo pros are Gen Z or Millennials with 70%between the ages of 21-40.38%of mo pros do not feel they are being fairly compensated for their level of experience.62%of mo pros feel fairly compensated for their level of experience.18%of mo pros take on 3+side projects or
25、 clients per year.4%take on 10+side projects/clients per year.One of the top 5 reasons marketers take on side projects is pro bono work and to serve nonprofits/the community.The main reasons mo pros take on side projects are#1 Make additional income,#2 Learn or apply new skills.34%of mo pros report
26、earning over$100K in annual salary+bonuses.Which industries are prioritizing marketing operations?Overwhelmingly,tech companies understand the need for a defined marketing operations strategy and team.Other top industries include business services,advertising and marketing,and manufacturing all area
27、s requiring significant investments in data to be successful in todays market.As we explore this report,keep in mind that tech companies are currently leading the charge,and other industries will follow and adapt to what marketing operations look like for them.For industries not currently prioritizi
28、ng marketing ops,do they understand the need?And the value?11State of the Marketing Ops Professional080%of mo pros feel valued by their organization.Mo pros at companies with less than 100 people are the most likely to feel valued by their company.Most marketing operations teams primarily
29、 report to the Chief Marketing Officer(CMO).The primary KPI for the success of marketing ops teams is Pipeline.More mo pros use Windows over Mac devices.85%of mo pros use Google Chrome.61%of mo pros are the admin for their marketing software platform.The#1 next career move for mo pros is to go into
30、management and build out a team that reports to them.2115Mo pros are the most likely to earn between$51-100K.65%of companies have a dedicated marketing operations individual or team.32%of mo pros dont have a defined marketing ops team or role.1 in 4 mo pros report being a solo team.More than half(60
31、%)of marketing operations teams have 1-10 members.Only 1.6%of marketing ops teams have more than 25 members.71%of mo pros feel understood by their organization.Almost 10%of mo pros are new to the field,with less than one year of experience.7891011121312State of the Marketing Ops ProfessionalSECTION
32、ONE The Marketing Operations Professional MO ProWho are marketing operations(MO)professionals,“mo pros”?In the words of a mo pro from the survey “There is always something new to learn,or a new puzzle to solve.This is a logical,thinking role with a lot of doing.”Mo pros are savvy problem solvers wit
33、h a penchant for helping others and figuring out solutions(like no-code solutions)to complex problems.They seek efficiency,want alignment among teams,and crave training opportunities on new software platforms and tools.More than 20%of operations folks have been in the function for over 10 years and
34、have seen the landscape grow and change into the defined role and department it is now(for some teams/organizations others have a ways to go.)In the past decade,marketing ops as a function went from not being discussed as its own defined role and not being top of mind to being a main priority for le
35、adership teams.For newer mo pros,they are benefiting from the establishment of the marketing operations community and have more resources.With the support of communities like MO Pros,products like Operations Hub and data like this very report,theyll be enabled to do their job well and learn faster.1
36、3State of the Marketing Ops ProfessionalHow Organizations Understand Marketing OperationsFrom the survey:“One thing Ive found over and over is that CMOs have experience with the non-tech side of marketing(brand,PR,etc.)and they are aware of the need for marketing ops but dont*really*understand the c
37、omplexities.So when it comes to hiring staff,they dont think of the impact a new campaign creator will have on the limited marketing ops staff.Maybe instead,they could hire another mops person who could help elevate the campaigns of the existing demand gen team in digital channels.This quote speaks
38、to a major problem for marketing ops teams:A fundamental,leadership-wide understanding of marketing ops.Without executive buy-in and understanding,resources may be allocated that put the cart before the horse.Industry vets who have worked in marketing ops for some time have figured out ways to prove
39、 value and advocate for the alignment they need,but more junior team members may not have that confidence yet.Key Findings 71%of mo pros feel understood by their organization.Employees at companies with 10,000+employees are the least likely to feel understood in their marketing ops role.Mo pros at c
40、ompanies with 2-10 employees are the most likely to feel understood in the ops role.Marketers with 1-2 years of experience are the most likely to feel understood by their organization,closely followed by those with 10+years of experience.Marketing ops individuals in organizations earning less than$1
41、0M/year are the most likely to feel understood by their company.What good are more campaigns and content if you dont have the expertise to execute and measure ROI of those investments?”A MARKETING OPS PROFESSIONAL14State of the Marketing Ops ProfessionalHow long have you worked in marketing operatio
42、ns role?30%40%20%10%1-2 years 1 year3-5 years6-9 years10+years0%71%30%20%10%43215670%Do you feel understood by your organization?of mo pros feel understood by their organization.1 no not at all 7 yes,very much15State of the Marketing Ops Professional%of Marketing Ops Professionals Who Feel Understoo
43、d by Their Company FILTERED BY COMPANY SIZE%of Marketing Ops Professionals Who Feel Understood by Their Company FILTERED BY YEARS OF EXPERIENCE1(just me)2---1,0001,001-5,000 5,001-10,00010,000+employees25%50%75%100%0%20%40%60%80%0%16State of the Marketing Ops ProfessionalMo p
44、ros at smaller organizations are more likely to feel understood by their organization.Those with the most experience(10+years)and those with the least experience(1 year)are the most likely to feel extremely well understood by their organization.Mo pros at companies with higher annual company revenue
45、 are less likely to feel very well understood by their org than those working at companies with lower annual revenue.Those working at organizations earning less than$10M/year are the most likely to feel understood by their company.Mo pros with 1-2 years of experience are the most likely to feel unde
46、rstood by their organization.%of Marketing Ops Professionals Who Feel Understood by Their Company FILTERED BY ANNUAL COMPANY REVENUEDo mo pros feel understood by their organization?Under$100,000$100,001to$500,000$500,001 to$1 million$1.1 million to$10 million$10.1 million to$50 million$50 to$250 mil
47、lionOver$250 million Not sure25%50%75%100%0%17State of the Marketing Ops ProfessionalMarketing operations continues to evolve and be recognized as an essential component of the marketing team.For those with more experience,who may be in more senior leadership roles,they feel their organization under
48、stands them well.At this point,they have learned the best ways to interact within the organization,advocate for much-needed resources,and navigate internal struggles.They have found mentorship and community thats helped them grow.Individuals in the middle of their marketing ops career are more likel
49、y to feel like they arent understood.These may be specialists,managers,or directors,but if they are being pulled in a million different directions,they wont feel like they are understood by leadership teams for the true function of marketing operations.“On the whole,marketing ops professionals now f
50、eel their role is more understood.This is a major improvement over the last ten years.”MIKE RIZZO Founder,MO Pros18State of the Marketing Ops ProfessionalValuing Marketing OperationsDo mo pros feel valued by their organization?Across the board,mo pros do feel valued.When we think about why theyre fe
51、eling valued and how we can make them feel more valued,training,access to the right products,and community can all contribute to improving both company buy-in and internal confidence for ops folks.Our research found that those with either a lot or very little experience report feeling valued,suggest
52、ing newer roles are more valued overall due to being more defined and having more resources and tenured folks have paved their own way(and are earning more).Another trend that keeps cropping up is the idea that larger companies(more annual revenue)tend to value operations less,suggesting that maybe
53、they are getting lost in the shuffle and need more support or headcount.Key Findings 80%of mo pros feel valued by their organization.90%of employees at companies earning less than$100K per year feel valued by their company versus 71%at orgs earning more than$250M per year.MO professionals with up to
54、 2 years of experience are the most likely to feel valued by their company.MO team members in organizations with 10K+employees are the least likely to feel valued by their company.MO professionals at companies with less than 100 people are the most likely to feel valued by their company.19State of t
55、he Marketing Ops ProfessionalDo you feel valued by your organization?%of Marketing Ops Professionals Who Feel Valued by Their Company FILTERED BY ANNUAL COMPANY REVENUEUnder$100,000$100,001 to$500,000$500,001 to$1 million$1.1 million to$10 million$10.1 million to$50 million$50 to$250 millionOver$250
56、 million Not sure25%50%75%100%0%1=no,not at all7=yes,very much20State of the Marketing Ops Professional%of Marketing Ops Professionals Who Feel Valued by Their Company FILTERED BY YEARS OF MARKETING OPS EXPERIENCE%of Marketing Ops Professionals Who Feel Valued by Their Company FILTERED BY COMPANY SI
57、ZE25%50%75%100%0%1(just me)2---1,0001,001-5,000 5,001-10,00010,000+employees25%50%75%100%0%21State of the Marketing Ops ProfessionalThis goes along with feeling valued,having a defined scope of work(and sticking to it),and organizations putting the work into truly understandi
58、ng the role of marketing operations and its impact on the company.Operations individuals and teams have the power to:Break down silos and work with cross-functional teams to achieve growth and revenue Streamline operations to reduce manual tasks and inefficiencies that cost companies money Prove ROI
59、 and implement data capture strategies to provide improved business insights and modeling Improve overall customer experience When given the opportunity and resources along with sufficient compensation,mo pros can exponentially affect growth outcomes across the business.Later,well talk about what ma
60、rketing ops team members currently spend their time doing and what their goals are key things to consider when improving operations operations.(Not a typo just very meta.)Marketing Operations Feelings on Compensation and Salary38%of mo pros dont feel theyre fairly compensated for their level of expe
61、rience.22State of the Marketing Ops ProfessionalWhat is your approximate level of compensation,including salary and bonus?30%40%20%10%$101k-$150k$51k-$100k$25k-$50kLess than$25k$151k-$250kMore than$250kPrefer not to say0%Key Findings Mo pros are the most likely to earn between$51-100K.34%of mo pros
62、report earning over$100K in salary+bonus.Ops professionals with more than 10 years of experience are the most likely to earn over$250K.Those with 6-9 years of experience are the most likely to earn$151-250K.62%of mo pros feel fairly compensated for their level of experience.Those with 6-9 years of e
63、xperience are the most likely to feel fairly compensated,with those who have less than one year of experience in a close second.Executives are the most likely to feel fairly compensated when compared against vice presidents,directors,managers,specialists,and coordinators.Coordinators are the least l
64、ikely to feel they are fairly compensated for their experience.23State of the Marketing Ops ProfessionalWhat is your approximate level of compensation?BROKEN DOWN BY YEARS OF EXPERIENCE60%80%20%40%Less than$25k$25k-$50k$51k-$100k$101k-$150k$151k-$250kMore than$250kPrefer not to say 1 year 1-2 years
65、3-5 years 6-9 years 10+years0%24State of the Marketing Ops ProfessionalDo you feel fairly compensated for your level of experience?%of Marketing Ops Professionals Who Feel Fairly Compensated for Their Level of Experience FILTERED BY YEARS OF EXPERIENCE60%80%40%20%6-9 years3-5 years1-2 years SAL and
66、SAL SQL)Email Performance(Open Rate,CTR,etc.)Website Uptime/PerformanceIntegrations&Systems ErrorsOtherNot surePrimary KPIs for Success of Marketing Operations Teams42.59%22.49%12.17%10.32%3.44%3.31%2.91%2.78%17%of marketing operations teams dont have a primary KPI.“A lot of companies think of marke
67、ting operations/automation as just email.As we all know,its much more than that,but how do we relay that to our leadership teams?”A MARKETING OPS PROFESSIONAL40State of the Marketing Ops ProfessionalEvery marketing ops individual and team looks different.Some teams may be responsible for the pipelin
68、e,helping to define and quantify qualified contacts and route them accordingly.Many ops teams take on platforms and are more tech-centric and others are more policy/process driven.Our research showed that the top job responsibility for ops professionals in 2021 is designing and implementing operatio
69、nal policies,suggesting that the role has evolved into supporting other teams and workflows rather than having to do all the nitty gritty data for each individual team.As far as KPIs go everyone wants to know what mo pros are being measured on!Turns out pipeline management is a huge part of marketin
70、g and revenue operations,followed by no primary KPI.Which makes sense.Marketing ops teams are pulled in so many different directions,and KPIs are siloed among departments,so it can be hard to define just one goal.“Create shared,cross-team or cross-department goals for your marketing operations team
71、this year.Doing so will help break down those barriers that ops teams face and motivate each team to collaborate.Breaking down silos is the only way for marketing ops to succeed.”MAGGIE BUTLER Builder Marketing Team Manager41State of the Marketing Ops ProfessionalWhat is the biggest thing your compa
72、ny could do to better support mo pros?When we asked what mo pros want from their company,the vast majority want teammates.Later,well explore the next career moves and many marketing ops individuals want to build out a team and move into management,so they are ready to take on this challenge.This was
73、 closely followed by wanting leadership to better understand the marketing operations role,which tells us that once leadership chooses to invest in marketing operations,they will have willing managers ready to train and develop strategic operations teams.Makes sense that budget is#3 with great data
74、comes great software which is a line item leadership teams need to be involved with.See how it all comes back to understanding marketing ops?Then value,job satisfaction,and autonomy follow.The#1 Thing Companies Can Do To Support Marketing Ops(From Marketing Ops Professionals)Hiring/HeadcountUndersta
75、nd what they doBudgetTrainingResourcesOrganization/Be more organizedAlignment Between TeamsBeing valued moreIncrease in salaryHaving a dedicated role/teamAutomation1142State of the Marketing Ops ProfessionalMore ways companies can better support marketing ops:“A greater understanding of c
76、urrent marketing trends like Inbound marketing“Acknowledge that it is central to overall business strategy and not just window dressing.Take it seriously.Not treat it as marketing support and subordinate to core business.”“Actually provide the financial and human resources needed to do that job.”“Ac
77、tually value our input and expertise”“Adopt org-wide Project management methodology and Objective Key Results framework for strategic planning and analysis.”“Align marketing and sales data to report roi”“Align Marketing Operations scope to Org and other Marketing functions goals.”“Allow me to focus
78、on marketing ops and not be bogged down by other tasks/projects.”“Allow more time for Marketing activities.More and regular sales/marketing meetings”“Be more involved in the process”“Be more explicit about responsibilities shared between data science/analytics/data engineering/sales operations”“Beco
79、me truly data-driven.We talk about it,but most marketing team members only look at minimal performance dataemail opens and clicks,page views,bounce rates.Having a deeper understanding of the data thats available would help our marketing customers better understand what they can and should ask for,an
80、d how they can adjust their programs and campaigns to achieve their goals.”43State of the Marketing Ops Professional“More trust,more resources”“More conversations with both fellow consultants and organizational leaders around the client-consultant relationship(best practices for success,how to hire
81、consultants,roles,etc).”“Listen to us.”“Stop being old school and stuck in the past.”“Take calculated risks by embracing new,demonstrably effective ideas;listen to its clients and employees,especially women,more;recognize that platforms,tools,resources.all of the data and analytics that they produce
82、 are drastically more powerful when used to empathize with and understand the why behind their clients/audiences.behavioral patterns/responses.”“Take on more projects that utilize our technical skills ex.backend integration implementation”“Take tasks off them that are not marketing related”“The bigg
83、est thing-allow someone else to deal with all the vendors/contractors/agencies I communicate with on a daily basis.”“Understand it LOL”Resources,training,process,team,tools,value,+goals are standing out to us.What did you see first?44State of the Marketing Ops ProfessionalSECTION THREE Marketing Ope
84、rations Tools+TechnologyMo pros often inherit systems and processes they have to first navigate,learn,and thoroughly understand.Then,its a journey to optimizing,replacing,fixing,and integrating to create a stack that works for them and the organization.With so many products and tools on the market t
85、hat can help to bridge the gap between departments and provide a more comprehensive,holistic view of the organization,its no surprise that 25%of companies are using a marketing automation platform that theyve had for less than a year.HubSpot,Marketo,and Pardot are leading the pack for software choic
86、e,and 87%of professionals say theyre at least somewhat happy with what theyre using.With new software ensure teams have access to the training and support they need to get up to speed.“Allow your Marketing Ops people to explore the market-give them time in their day to attend training on different s
87、ystems&new products.Even if its not something the company will ever purchase,it gives them the power to know the decisions they make are the best for the company based on product availability.”A MARKETING OPS PROFESSIONALIn this section,well take a look at the current state of marketing automation t
88、ools and look at what devices and browsers are the preferred choice of ops professionals.(Dying to settle the Mac vs PC debate?Dont hold your breathits almost a perfect 50/50 split,but Windows pulled ahead.Sorry,Justin Long.)45State of the Marketing Ops ProfessionalKey Findings More mo pros use Wind
89、ows over Mac devices.Chrome is the overwhelming favorite browser with 85%of ops professionals using it.HubSpot,Marketo,and Pardot are the top primary software platforms used by mo pros.Most marketing ops individuals(61%)are the administrator of their marketing software platform.87%of mo pros are at
90、least somewhat satisfied with their primary marketing automation platform.47%are very satisfied.4%are dissatisfied.One in four companies is using a platform theyve adopted in the past year.14%of organizations have been using their primary marketing automation platform for over 6 years.Because this s
91、urvey went out to a good amount of HubSpot users,were glad to hear that mo pros are happy with the platform.And always open to feedback on how we can make it better!MobileLinuxMacWindowsDevice Type of Mo pros42.4%41.0%0.5%15.8%46State of the Marketing Ops ProfessionalBrowser of Marketing Ops Profess
92、ionalsSafariOperaGeneric Browser 0.0FirefoxChrome3.0%2.2%0.4%8.9%HubSpot0%MarketoPardot(by Salesforce)Salesforce MarketingNone of theseOtherEloqua(by Oracle)KlaviyoActive CampaignIterableInfusionsoftSharpSpringAct-OnBraze20%40%60%80%85.3%Which of the following Marketing software do you use?FUN FACT
93、More mo pros are using Opera than Internet Explorer(Microsoft Edge).47State of the Marketing Ops ProfessionalWhat is your primary Marketing Automation Platform?Marketing Ops Role in Using Companys Marketing Automation PlatformMarketo 17.0%Pardot(by S)3.7%HubSpot 68.5%Eloqua 1.7%Salesforce Marketing
94、Cloud 1.7%Customer.io 0.4%Other 5.6%None 1.0%Primary User 25.5%Secondary User 7.8%Developer 1.9%I do not use this software 3.4%Administrator 61.4%“Other”marketing software:MailChimp MS Dynamics Automation RD Station Custom code,scripts,automation Excel Customer.io Creator Studio ClickDimensions Cons
95、tant Contact Zoho Responsys Interactive Autopilot Zapier Adobe Campaign48State of the Marketing Ops ProfessionalWith 61%of mo pros serving as their orgs automation platform admin,that puts a lot of responsibility on the individual or team.Leaders need to be aware of the risks and responsibilities as
96、sociated with being the admin of a company-wide software and provide the necessary support for such ownership.For example,If a mid-level manager owns your entire marketing automation suite and it crashes on a night or weekend,are they expected to work overtime or come in on their time off?If so,are
97、they compensated for that?Create a system of checks and balances to help ensure that no individual holds all the keys to the castle,or in this case,knowledge and/or permissions.Distribute responsibility throughout teams or within your department and encourage your ops teams to hold training sessions
98、 to keep others accountable for everyday platform use.3%of mo pros dont use their companys marketing automation platform.Perhaps this means they are in a leadership or strategic role,but this was a surprise!Very dissatisfiedSomewhat dissatisfiedNeither satisfied nor dissatisfiedSomewhat satisfiedVer
99、y satisfiedHow satisfied are you with your companys primary Marketing Automation Platform?40.34%8.86%3.31%0.79%46.69%49State of the Marketing Ops ProfessionalHow long has your company used its primary Marketing Automation Platform?10%20%30%40%0%1 year1-2 years3-5 years6-9 years10+yearsMany companies
100、 are switching to new software platforms and merging systems that were never before integrated,giving them access to way more data than ever before.Gaining access to new data can mean pivoting your organizations marketing,sales,or support strategy,so marketing ops teams will need to get comfortable
101、working with leaders in other departments and individuals in other functions.As youll soon learn more about 35%of mo pros have career dreams of management.When given the support they need,they can take the theories of optimization to every facet of your organization,creating lean,growth-driven workf
102、lows.50State of the Marketing Ops ProfessionalSECTION FOUR The Future of Marketing OperationsThe future of marketing operations is more marketing operations teams and less individuals.More alignment between teams.More resources and training for marketing ops.And more collaboration and community betw
103、een them.When leaders prioritize operations as a business strategy thats well worth investing in,and then take that next step to understanding the value,they are putting their business in growth mode.Its like every turning point in the world of marketing and business development goes.The ways of Don
104、 Draper were retired for the new world of inbound marketing.Now,marketers are amplifying inbound marketing efforts with data-driven strategies and an optimization mindset.Its time to commit to operations-its here to stay.Key Findings 41%of mo pros are in a managerial position.One in four mo pros is
105、a director.The#1 next career move for mo pros is to go into management and build out a team that reports to them.51State of the Marketing Ops ProfessionalGo into management/build a team that reports to me Move into RevOps/GTM OpsStay in Marketing Operations as a technologistMove into another area of
106、 MarketingBecome an independent consultantWork for a consultancy/agencyShift to a totally different job functionOtherMove more into SalesOpsC suiteNone of these optionsWhat is your ideal next step in your career?34.9%12.0%11.4%6.5%6.3%3.6%3.3%2.3%2.2%.8%15.6%ExecutiveVice PresidentDirectorCoordinato
107、rSpecialist/AssociateManagerWhich best reflects your current level of seniority at your organization?3.4%24.5%4.5%12.2%14.6%40.9%52State of the Marketing Ops ProfessionalTo wrap up,we asked,“Is there anything else you would like us to know?”People were really honest,and a lot of the responses reveal
108、ed that while many are happy in their org and are finding success with tools,others are feeling extremely unsupported and misunderstood.Leaders need to put time and effort into truly understanding marketing operations beyond a high-level overview.Here are some responses:“Having budget to streamline
109、and cleanse data would help our team.”“I get pulled in so many directions,it would be nice just to focus on one area where I can really succeed.Currently,Im unofficially a Director of Analytics,MarTech stack admin,Automation tool architect.”“I love HubSpot and it makes my job a thousand times easier
110、.”(Hey,thanks!Thats the power of intuitive ops tools for you.Love,HubSpot)“I think a lot of people really dont understand all the work that goes into marketing.They think of stereotypical,fun,B2C marketing with fun tv ads and running social media giveaways when in reality that is just barely scratch
111、ing the surface of all we do,especially in B2B companies.”“Id love to see organizations like MO Pros help bring the function of marketing ops into higher education so students have the option to learn about it early,and not just fall into it on the job.”(Us,too!)53State of the Marketing Ops Professi
112、onalConclusionIf this report leaves you with anything,we hope that you will think differently about operations teams and individuals.We hope that if you are an ops professional,you are inspired,motivated,and validated.Maybe this gave you the courage to talk to your boss about investing in a course y
113、ouve been wanting to take on SQL.Or ask for a raise!Leaders,we hope this has given you some insight into the Marketing Operations Professional.Their needs,their goals,and their roadblocks.How can you help empower them to grow as a marketer and analyst?As a manager or leader?Whether youre an old hat
114、or are brand new to marketing ops,were glad to have you here.We hope youll share this report if you found it interesting and help spread the word about the power of operations and having a growth-driven organization.Lastly wed love to see you in the MO Pros Community and HubSpot RevOps&Operations Community.We offer live events,networking channels,job postings,career advice,templates,tools,and more.Join the MO Pros CommunityThe#1 Marketing Ops CommunityBecome a memberHubSpot RevOps&OperationsExplore the RevOps&Operations CommunityVisit the Community