1、The State of the Marketing Operations Professional2023 EditionBrought to you by:“Marketing operations plays a critical role in the planning process.As organizations become more data driven with increasingly sophisticated martech stacks,marketing operations is uniquely positioned to weave all those d

2、ata points into a strategy.”Jim WilliamsCMO at Uptempo2INTRODUCTIONAs the digital landscape continues to evolve,marketing operations professionals will remain at the forefront of optimizing marketing strategies for maximum impact and efficiency.They are the organizational nexus for data-driven decis

3、ion making,leveraging the martech stack,integrating and using data to deliver better customer experiences,seamlessly integrating omni-channel touchpoints,and measuring all of these things to attribute outcomes to efforts.As one study participant shared,“Marketing Operations is way beyond just tools

4、and tech.It has the potential to make companies win deals.It can ultimately be the major difference between competitors.”This 2023 edition of the State of the Marketing Operations Professional will help our members fight for the right skills,measurements,and performance metrics of how to be measured

5、 as a successful professional in this space.It provides data to enable them to benchmark themselves against their peers,not just against salary,but also certifications and other relevant markers.For corporations and executives,this research will help them invest in retaining and educating their mark

6、eting operations talent.3BROUGHT TO YOU BYClearbit is a marketing intelligence tool that you can use to effectively get quality B2B data for understanding customers,identifying prospects,and creating personalised marketing and sales exchanges.Clearbit Enrichment instantly appends 100+data points on

7、a company,its technology,and its employees to every record you own so you can turn leads into customers sooner.Enabling true marketing agilityAll your campaigns and activities in one living plan.Linked to the budget.Tied to real-time performance.Visible to everyone.4TABLE OF CONTENTSSECTION 01 .5Key

8、 FindingsSECTION 02 .8The Marketing Operations ProfessionalSECTION 03 .30Marketing Operations TeamsSECTION 04 .44Marketing Tools+TechnologySECTION 05 .53Whats Next For Marketing OperationsSECTION 06 .59ConclusionSECTION 07 .61MethodologyKey Finding#3Teams are getting smaller year-to-year.Almost one-

9、third(31%)of study participants are a solo team,compared to about 25%last year.This increase in solo teams may carry over from 2022 layoffs and shifting budgets,stretching teams and individuals in 2023 to do more with less.This trend is more evident in the technology/software sector,the single large

10、st segment in the study,with 34%of participants coming from a one-person team.5SECTION 01/KEY FINDINGSKey Finding#188%of organizations with over$10 million in annual revenue have a dedicated Marketing Operations team or individual.Even for smaller organizations,with less than$10 million in annual re

11、venue,the rate is 64%.Key Finding#2This years study participants bring more experience to the table.57%of study participants have worked in a marketing operations role for six or more years.Less than half(49%)of last study participants had this same level of experience.Key Finding#5Just over half(51

12、%)of the organizations in this study use a centralized team structure.Hybrid structures(23%)were the second most common org structure and decentralized(10%)the least common.6Key Finding#6The largest number of study participants(42%)are part of the at-large marketing team,unchanged from last year.In

13、smaller organizations,those with$100 million or less in annual revenue,its more likely for marketing operations professionals to be on the Demand Generation or Revenue Operations teams.This report details the results and insights from the analysis of the study data.For more detail on the survey and

14、its participants,please refer to the Methodology.Key Finding#421%of the marketing operations professionals in this study feel they are not compensated fairly for their level of experience.A compensation gender gap exists with females(25%)reporting higher levels of unfair compensation than males(17%)

15、.THE MARKETING OPERATIONS PROFESSIONALSECTION 02The marketing operations professional8SECTION 02/THE MARKETING OPERATIONS PROFESSIONALThis section of the report will detail the marketing operations professional:describing the role,how its changing,how those in the role feel about their work,the expe

16、rience they have and their level of compensation.A basic persona of the marketing operations professional in this years study is:female(53%)manager/senior manager(57%)between the ages of 31 to 40(49%)who works in the technology sector(60%).This years study reveals marketing operations professionals

17、are increasingly involved in the planning and budget management process.The most important responsibility for less experienced marketing operations professionals is reporting and analytics,while the most important responsibility for more experienced professionals is revenue cycle definition and proc

18、ess.The majority of marketing operations professionals have some type of certification.The marketing operations professional9SECTION SUMMARY The majority of study participants have six or more years of experience.Over half are employed in the technology/software industry.Morale and engagement has de

19、clined slightly year-over-year.Data analysis,synthesis,and reporting is now the primary marketing operations responsibility.70%of marketing operations professionals serve as administrators of their organizations marketing automation platforms.The top reasons for taking on side projects or clients ar

20、e to make additional income and to learn or apply new skills.The largest number of study participants aspire to move into a management role.The highest compensation bands in the study show slight increases year-over-year.Just 16%of study participants report no involvement in the marketing teams plan

21、ning and budget management process.Marketing operations professionals with 5 years of experience or less view reporting and analytics as their most important responsibility.Those with 6 or more years see the revenue cycle definition and process as their top responsibility.The marketing operations pr

22、ofessional10Organizations are fielding more experienced Marketing Operations teamsAs a key finding shares,study participants are reporting more experience in the profession this year than last year.57%have six or more years in a marketing operations role.Theres a slight experience gap between smalle

23、r and larger organizations using annual revenue to gauge size.For organizations with more than$500 million in annual revenue,62%of their teams have six or more years in the role and no one with less than one year.For organizations with$500 million or less in revenue,55%report this same level of time

24、 in the role,while 5%have less than a year.The marketing operations professional11The Technology/Software industry segment remains a marketing operations strongholdOver half of this years study participants(60%)are employed in the technology/software industry,mirroring last years study results.All o

25、ther industry segments had single-digit percentage responses,with marketing agencies coming in a distant second(6%).The marketing operations professional12Employee engagement levels for marketing operations professionals has declined year-to-yearThis study uses three scales to measure morale and eng

26、agement among marketing operations professionals.Each scale ranged from 1 to 7 with 7 being the highest or most favorable rating on the scale.All three show a slight year-to-year decline:Do you feel compensated fairly for your level of experience?Down 4%.Do you feel your organization understands you

27、r role?Down 7%.Do you feel valued by your organization?Down 4%No appreciable differences existed between study participants that identified as male or female and the sample size for non-binary and non-disclosed genders was too small to draw valid conclusions.Interesting differences in the compensati

28、on and being understood metrics appear when viewed through the lens of experience,as the table below shows.These metrics were similar across organization sizes,using annual revenue as the gauge,except for the largest segment:more than$500 million.Ratings were lower for this segment as the table belo

29、w shows.This data suggests that those who seek more rewarding work environments should look to smaller organizations.54321Not at all satisfiedPartly satisfiedSatisfiedMore than satisfiedVery satisfiedRespondents by ExperienceLess than 1 year1 to 5 years6+yearsCompensated fairly3.904.604.90Understood

30、3.304.604.70Valued5.004.905.00Do you feel compensated fairly for your level of experience?Respondents by Org Size$500 million or lessMore than$500 millionCompensated fairly4.804.60Understood4.604.20Valued5.004.60Do you feel valued by your organization?All Respondents20222023Compensated fairly4.904.7

31、0Understood4.934.60Valued5.005.00Do you feel compensated fairly for your level of experience?The marketing operations professional13“One of the toughest jumps is senior manager to director,because the jump doesnt require technical skills,it requires business and leadership skills.”Darrell AlfonsoDir

32、ector of Marketing Strategy and OperationsIThe marketing operations professional14Manager or senior manager is the most common level of seniority57%of the professionals in this years study align with the authority level of manager or senior manager.12%are at the VP or executive level,while 15%work a

33、t the more junior specialist,associate,or coordinator level.The most common job titles for these professionals are manager,marketing operations(37%)or director,marketing operations(18%).The marketing operations professional15Data has eclipsed software and systems as the primary responsibilityData an

34、alysis,synthesis,and reporting has leapfrogged three other core responsibilities to become the primary marketing operations responsibility in 2023.Almost 70%of this years study participants put these data tasks at the top of their list.Last year,these tasks ranked fourth overall with just 47%identif

35、ying them as a responsibility.The top responsibility in 2022 was developing and implementing software or system integrations/management,which ranks fourth in the current study.The top responsibility based on annual revenue and team size reveals slightly different responsibilities as the tables below

36、 share.The“Other”response option to the survey question that gathered this data reveals the astonishing breadth of responsibilities the marketing operations professional is tasked with.Some of these write-in responses include:Brand strategy Email marketing MQL nurturing BDR team management Social me

37、dia Copy writing Marketing campaign ideation“One of the toughest jumps is senior manager to director,because the jump doesnt require technical skills,it requires business and leadership skills.”Darrell AlfonsoDirector of Marketing Strategy and OperationsIResponsibility by Org Size$500 million or les

38、sMore than$500 millionFirstData analysis/synthesis/reporting(71%)Designing,implementing,and optimizing operational policies and procedures(75%)SecondDesigning,implementing,and optimizing operational policies and procedures(64%)Evaluation of and needs-identification for tech-stack(73%)ThirdEvaluation

39、 of and needs-identification for tech-stack(60%)Data analysis/synthesis/reporting(63%)Team SizeTop Responsibility1Data analysis/synthesis/reporting(79%)2-10Designing,implementing,and optimizing operational policies and procedures(70%)11-25Designing,implementing,and optimizing operational policies an

40、d procedures(68%)26+Evaluation of and needs-identification for tech-stack(50%)The marketing operations professional16Leading BDRs With Marketing Ops SkillsIt may seem surprising to see“BDR team management”show up in the list of marketing ops responsibilities.Naomi Liu,director of marketing operation

41、s at EFI,shared that her leadership team was excited to have her involved as a leader of the BDR function.Why?Because of her skills as a Marketing Operations professional.Since taking on the responsibility,shes been able to troubleshoot issues,find process inefficiencies and make incremental improve

42、ments each week,month,and quarter.Top Five Job Responsibilities Overall2022 Rank2023 RankData analysis/synthesis/reporting41Designing,implementing,and optimizing operational policies and procedures22Data analysis/synthesis/reporting41Developing and implementing software or system integrations/system

43、s14Data analysis/synthesis/reporting41The marketing operations professional17The marketing operations professional18Most marketing operations pros administer the MAP70%of the marketing operations professionals in this study serve as administrators of their organizations marketing automation platform

44、s,unchanged from last years study findings.An additional 16%serve as developers or primary users,making them key enablers of getting value out of these systems.The marketing operations professional19Fewer marketing ops pros have a side hustleLast year,60%of the study participants reported having no

45、side projects or clients.This year,that figure creeps up to 65%.This shift is good for their primary employers who command greater attention from their marketing operations employees as a result.Perhaps fewer of these professionals need to freelance given the demand for their talent.According to the

46、 ChiefMarT blog,despite recent layoffs across the tech industry,major companies are still hiring for senior marketing technology roles.An analysis of LinkedIn profiles shows around 150,000 people listing marketing technology and around 680,000 listing marketing operations in their profiles.While the

47、se numbers demonstrate the growth of these professions,demand for these professionals exceeds the supply.With approximately 333 million businesses worldwide,there are fewer than one marketing technology or operations professional for every 400 companies.Furthermore,some large companies employ dozens

48、 of these professionals,leaving smaller firms to struggle hiring this talent.Despite the economic uncertainty,marketing technology and operations skills are sought-after due to the digital transformation of marketing.The shortage of professionals with these skills presents opportunities for those en

49、tering the field.AI,a very real part of the evolving marketing operations landscape,may provide firms of all sizes a welcome,timely resource to bolster their efforts.The top reasons for taking on side projects or clients remain to make additional income(50%,compared to 47%in 2022)or to learn or appl

50、y new skills(24%,down from 40%in 2022).The marketing operations professional20The marketing operations professional21The most desired next career step is into a management roleIdentical to last years study,the largest number of study participants(33%)aspire to move into a management role and build a

51、 team that reports to them.The marketing operations professional22Manager or director are the most common levels of seniorityAlmost three-fourths of study participants report having a title of manager(24%),senior manager(23%),director(19%),or senior director(8%).Those in the executive ranks(7%)hold

52、steady from last year.The marketing operations professional23Compensation is edging up year-over-yearThe highest compensation bands in the study show slight increases year-over-year.5%of study participants fall in the$250K+annual compensation range,compared to 3%last year.26%are in the$151K to$250K

53、salary range,versus 23%in 2022.The lowest end of the compensation range,$50K or less,remained unchanged at 9%.According to Darrell Alfonso,Director of Marketing Strategy and Operations at I,marketing operations is generally a well-compensated profession.If you compare marketing operations to the ave

54、rage income of other professions,marketing operations is a well-compensated profession.Looking at compensation by seniority,there is very little difference between the executive/VP level and the senior director/director level,as the table below shows.Instead,the study data suggests that employers ar

55、e paying for experience and that compensation is best in companies with a total workforce of between 101 and 10,000.Tenure$50K or less$51K to$100K$101K to$150K$151K+Prefer not to sayLess than 3 years24%45%21%4%6%3 to 5 years10%26%43%17%4%6 to 9 years 4%17%40%36%3%10+years 4%9%24%57%6%Seniority Level

56、$50K or less$51K to$100K$101K to$150K$151K+Prefer not to sayExecutive/VP12%14%22%46%18%Sr.Director/Director7%6%27%56%4%Sr.Manager/Manager8%6%27%56%3%Specialist/Associate/Coordinator14%60%24%2%0%Company Size$50K or less$51K to$100K$101K to$150K$151K+Prefer not to say100 or less employees16%21%33%24%6

57、%101 to 1,000 7%22%31%37%3%1,001 to 10,000 3%21%41%32%3%Over 10,00011%26%21%32%10%The marketing operations professional24TenureHeavily involved:planning&managementSomewhat involved:planning&managementNot at allPlanning onlyManagement onlyLess than 3 years13%32%22%32%1%3 to 5 years26%36%17%16%3%6 to

58、9 years32%40%14%11%0%10+years54%30%5%10%0%The marketing operations professional25As experience increases so does involvement with budget planning and managementOverall,just 16%of study participants report no involvement in the marketing teams planning and budget management process.The degree of heav

59、y budget involvement varies significantly,from 13%for study participants with less than 3 years of experience,to 54%for those with 10 or more years of experience.The table below summarizes this involvement based on tenure.“Budget aligns with resource management.As marketing operations teams gain mor

60、e experience,they realize that great business management is really the decision-making about where scarce resources go,including financial resources.”Darrell AlfonsoDirector of Marketing Strategy and OperationsIThe marketing operations professional26The marketing operations professional27The view of

61、 which marketing ops responsibility is most important changes with experienceLess experienced marketing operations professionals(5 years or less)in this study view reporting and analytics as their most important responsibility.Those with 6 or more years see the revenue cycle definition and process a

62、s their top responsibility.The table below summarizes views of the most important responsibility based on tenure.TenureReporting&analyticsStrategic planning&budgetingRevenue cycle definition&processWork&project managementNone of theseLess than 3 years29%21%22%22%6%3 to 5 years30%18%26%19%7%6 to 9 ye

63、ars20%22%30%22%6%10+yearsv25%25%29%18%3%The marketing operations professional28Most Marketing Operations professionals have relevant certificationsTwo-thirds(67%)of those in this study report having some type of certification that lends credibility and equips them better for work.The least experienc

64、ed(less than 3 years)and most experienced(10+years)segment of study participants had the highest percentage of no certifications at 45%and 40%respectively.MARKETING OPERATIONS TEAMSSECTION 03Marketing operations teams30SECTION 03/MARKETING OPERATIONS TEAMSThe top priority for teams in this years stu

65、dy is supporting revenue operations and/or optimization.The second priority is to improve campaign efficiency.The largest companies in the study have slightly different top priorities:improving campaign efficiency and improving/updating tech stack integrations.Marketing operations teams are increasi

66、ngly being embedded within the data and analytics team.They are playing an increasingly important role in organizations,as evidenced by their close work with the sales,sales operations,and C-suite teams.Summary 81%of companies in the study have a dedicated marketing operations team.The majority of t

67、eams consist of 2 to 10 people.The most common KPIs used to evaluate team success are pipeline,revenue objectives,velocity tracking,ROI,and conversions.Over two-thirds(69%)of teams in this study report to a person in a marketing leadership role.Just under half(42%)of marketing operations professiona

68、ls are part of the broader marketing team.About 70%of marketing operations teams work closely with the sales or sales operations teams.As an organizations annual revenues grow,the likelihood of marketing operations teams working closely with the IT team increases.Marketing operations teams3180%+of c

69、ompanies have a dedicated marketing operations team.81%of companies in the study report having a dedicated marketing operations team,no change from the previous years study.86%of study participants in the technology/software industry,the largest segment in the study,have dedicated teams in place.The

70、 highest concentration of dedicated teams(95%)is found in firms having$100.1 million to$500 million in annual revenue.Smaller firms,those with$10 million or less in annual revenue,are far less likely to have a dedicated team(64%).Dedicated Marketing Ops Team?$10 million or less$10.1 million to$100 m

71、illion$100.1 million to$500 millionMore than$500 millionYes64%85%95%88%No33%15%5%12%Not sure 3%0%0%0%Marketing operations teams32Centralized Marketing Ops teams are the norm.Just over half(51%)of the teams in this study are part of a centralized team,with hybrid centralized/decentralized team struct

72、ure the second most common(23%).The marketing automation platform in use seems to influence team structure.Pardot users are most likely to have a centralized team structure(59%)then in decreasing order Marketo users(56%),Eloqua users(52%),HubSpot users(47%),then Salesforce Marketing Cloud users(33%)

73、.Marketing operations teams33Supporting revenue operations is the top priority for 2023.Marketing operations team priorities are virtually identical year-over-year.One-third of teams set supporting revenue operations and/or optimization as top priority.Second priority for 20%of the teams is improvin

74、g campaign efficiency,an increase from last year.The largest companies in the study,those with over$500 million in annual revenue,have different top priorities:improving campaign efficiency and improving/updating tech stack integrations.The table below reveals how priorities shift based on company s

75、ize.Main 2023 priority$10 million or less$10.1 million to$100 million$100.1 million to$500 millionMore than$500 million1stSupporting revenue ops(36%)Supporting revenue ops(39%)Supporting revenue ops(36%)Improving campaign efficiency(23%)2ndImproving campaign efficiency(22%)Improving campaign efficie

76、ncy(15%)Creating lifecycle programs(18%)Improving/updating tech stack integrations(18%)3rdData cleansing&hygiene(12%)Data cleansing&hygiene(14%)Improving campaign efficiency(15%)Supporting revenue ops(18%)Marketing operations teams34Teams of 2 to 10 people are the norm no matter the company size.Mor

77、e teams consist of just one person this year(31%)compared to last year.Whats most common is for teams to consist of between 2 and 10 marketing operations professionals,regardless of the companys annual revenue.The table below shows the breakdown of this data.58%of study participants in the technolog

78、y/software industry have teams of 2 to 10 people.This data suggests that it is difficult to justify growing marketing operations teams larger than 10 people unless there is consistently a high volume of requests and campaigns coming from the organization the team serves.Marketing operations teams35M

79、arketing Ops Team Size$10 million or less$10.1 million to$100 million$100.1 million to$500 millionMore than$500 million144%42%18%6%2 to 1046%53%73%51%11 to 252%1%3%26%26 to 503%2%5%4%51 to 1000%0%0%8%More than 1001%1%0%0%ROI 25%Pipeline 25%Integration&System Errors 21%Revenue Objectives 17%This rank

80、ing of KPIs was the same for all teams of 25 or fewer people.For teams of more than 25 people,a change in these KPIs rankings occurred:1.Pipeline(Influenced,Sourced,and Last Touch to Opportunity):6%2.Revenue Objectives:21%3.Velocity Tracking between lifecycle stages:14%4.ROI:12%5.Conversions:10%Mark

81、eting operations teams36Pipeline remains the primary KPI for evaluating marketing operations success.The ranking of KPIs in use to evaluate the success of marketing operations teams remains largely unchanged from last year:Marketing operations teams37Regardless of size,most teams report to someone w

82、ith a marketing title.Over two-thirds(69%)of study participants marketing operations teams report to a person who is in a marketing leadership role:CMO,VP of marketing,or director of marketing.Regardless of team size,a majority of them report to a person in the organization with a marketing title.Wh

83、ile over one-third(38%)of teams in firms having$10 million or less in annual revenue report to a C-level executive,as annual revenues increase,it becomes less likely for teams to report to a C-level executive as the table below shows.Marketing Ops Team Reports to:$10 million or less$10.1 million to$

84、100 million$100.1 million to$500 million$500+millionCMO24%26%33%53%VP of Marketing17%25%22%18%Director of Marketing10%17%24%15%CEO14%5%3%3%COO11%5%3%4%CTO5%3%0%3%CFO3%5%3%0%CRO5%10%6%0%Marketing operations teams38Marketing operations teams39Marketing Ops is most likely to live within the broader mar

85、keting team.Just under half(42%)of the professionals in this study report being part of the broader marketing team,without a specific concentration.As company annual revenues increase,it is more likely for marketing ops to simply be part of the broader marketing team.The largest v have the highest i

86、ncidence of embedding marketing ops within the data and analytics team,as the table below shows.Marketing Ops Team Reports to:$10 million or less$10.1 million to$100 million$100.1 million to$500 million$500+millionDemand Generation21%21%18%12%Revenue Operation22%25%16%4%BizOps7%3%2%4%IT 1%1%0%3%Data

87、&Analytics3%3%5%12%Broadly Marketing37%39%49%47%N/A9%8%11%18%Marketing operations teams40Marketing operations teams41Almost half of Marketing Ops teams work closely with the C-suite.Its no surprise to see that about 70%of the teams in this study work closely with the sales or sales operations teams.

88、The fact that almost half(49%)also work with the C-suite or leadership teams points to the importance and influence of Marketing Operations in these organizations.As an organizations annual revenues grow from less than$10 million to more than$500 million,the likelihood of Marketing Operations workin

89、g closely with the IT team almost doubles,from 32%to 63%,as the table below shows.Works closely with$10 million or less$10.1 million to$100 million$100.1 million to$500 million$500+millionSales69%80%76%60%Sales Operations55%80%81%69%Revenue Operations52%67%60%34%IT32%39%56%63%Support22%16%10%7%Clien

90、t Success38%35%25%17%C-Suite/Leadership52%51%54%43%None1%0%2%1%Other10%21%19%23%Marketing operations teams42MARKETING TOOLS+TECHNOLOGYSECTION 0444SECTION 04/MARKETING TOOLS+TECHNOLOGYThe use of spreadsheets is declining slightly in favor of more specialized marketing operations tools.Marketo and Hub

91、Spot are the leading marketing automation platforms for small and medium-sized businesses,while Salesforce is the leading CRM platform for large organizations.The ability to integrate new technology with existing technology is becoming increasingly important to marketing operations teams.While ease-

92、of-use is still important,it is not as important as integration ability and meeting technical compliance standards.Data enrichment and intent tools are becoming increasingly important as teams focus on more personalized and targeted marketing campaigns.AI and analytics tools are also increasing in i

93、mportance as teams use data in more sophisticated ways.Summary Spreadsheets remain the most used tool for marketing operations work,but usage has decreased year-over-year from 57%to 47%.Marketo and Hubspot are the most popular marketing automation platforms,with a combined market share among study p

94、articipants of over 70%.Salesforce is the most popular CRM platform and has an adoption rate over 80%for organizations with over$10 million in annual revenue.The ability to integrate new with existing technology is the most important evaluation criterion for marketing operations tools and technology

95、.Ease of use is also important,but becomes less important as organizations get bigger.Over half of the study participants plan to invest in data enrichment and intent tools in the next 12 to 18 months,with AI and analytics tools also popular investment areas.Marketing tools+Technology45Spreadsheets

96、remain the go-to tool for Marketing Operations.Spreadsheets are still the most used tool for doing marketing operations work,but usage has dropped from 57%in 2022 to 47%in the current year.Other tools,such as Asana and JIRA hold steady in usage year over year.Tied for third in usage with JIRA is the

97、“Other tools”category,generating 187 responses.Analysis of other tools reveal that M is the most frequently mentioned write-in response for 9%of participants.Marketing Automation Platform$10 million or less$10.1 million to$100 million$100.1 million to$500 million$500+millionMarketo22%37%51%51%Hubspo

98、t52%39%18%10%Pardot 5%11%16%11%Eloqua 3%1%5%12%Salesforce Marketing Cloud 1%5%5%7%Marketing tools+Technology4695%of study participants use marketing automation software.Marketo and Hubspot command over a 70%share of the marketing automation software in use by study participants.Hubspot is the leader

99、 in firms that report$100 million or less in annual revenue,as the table below shows.Only 5%of study participants report not using marketing automation software.Marketing Automation Platform%Very SatisfiedMarketo43%Hubspot54%Pardot22%Eloqua21%Salesforce Marketing Cloud18%Marketing tools+Technology47

100、Satisfaction with the Marketing Automation platform holds steady.The segment of study participants that is very satisfied with their primary marketing automation platform remains steady year-to-year at 41%.Study participants who have used their platform for less than a year have the lowest“very sati

101、sfied”rating percentage,at 39%.The highest“very satisfied”rating percentage of 48%comes from those who have used their platform between one and two years.The largest companies in the study,those with more than$500 million in annual revenue,recorded the highest“not at all satisfied”rating with their

102、platform at 9%,compared to 3%for the full sample.Satisfaction varies significantly based on the platform in use,as the table below shows.Marketing tools+Technology48Marketing Automation platforms have staying power.Almost three-fourths(74%)of study participants have used their current Marketing Auto

103、mation platform for three or more years.Larger organizations correlate to longer continuous usage.84%of the largest organizations,those with more than$500 million in annual revenue report using the same platform for three or more years.Marketing tools+Technology49Salesforce is the dominant CRM platf

104、orm.Salesforce continues to serve as the CRM platform of choice.For the organizations with$10 million or less in annual revenue,HubSpot(39%)rivals Salesforce(46%)in adoption.Above$10 million in annual revenue,the Salesforce share of CRM adoption exceeds 80%.Evaluation Criteria$10 million or less$10.

105、1 million to$100 million$100.1 million to$500 million$500+millionAbility to integrate75%78%91%89%Price55%51%44%35%Product scalability38%53%57%43%Ease of use36%39%40%37%Meet compliance standards25%30%32%53%Marketing tools+Technology50Ability to integrate new technology with existing is the most impor

106、tant evaluation criterion.The ability to integrate new technology with existing technology is the highest ranking evaluation criterion,with 80%ranking at the top evaluation criterion compared to 69%last year.Ease of use is equally important across all organizations regardless of size.As organization

107、s get bigger,the ability to integrate and meet technical compliance standards also increases.Price,on the other hand,becomes less important in the evaluation.Marketing tools+Technology51Data enrichment and intent tools will get the greatest investment.Over half(53%)of study participants will likely

108、invest in data enrichment and intent tools in the next 12 to 18 months.Also high on the list for investment are AI(generative text,generative video,translation,etc.at 44%)and analytics(43%)tools.This order of technology investment is the same for companies up to$500 million in annual revenue.Compani

109、es over$500 million in annual revenue rank ABM tools as the second biggest technology investment,with AI and analytics tools tied for third.WHATS NEXT FORMARKETINGOPERATIONS?SECTION 05Whats next for marketing operations?53SECTION 05/WHATS NEXT FOR MARKETING OPERATIONS?The top thing companies can do

110、to better support marketing operations is to improve alignment between teams.The desire for better alignment between teams is universal,regardless of experience level or company size.The digital maturity of marketing operations teams has regressed since last years study.However,organizations with de

111、dicated marketing operations teams are more likely to be at a higher level of digital maturity.The certifications that marketing operations professionals have influence the digital maturity of the organizations they work for.Summary 15%of study participants report better alignment between teams is t

112、he top thing companies can do to better support marketing operations.The percentage of organizations operating at the lowest levels of digital maturity(Levels 1 and 2)has increased from 32%to 52%.The percentage of marketing operations professionals with no certifications has decreased from 49%to 20%

113、as the digital maturity of their organizations has increased.Almost all(91%)of organizations at Level 4 have a dedicated marketing operations team,compared to 58%of organizations at Level 1.Better alignment between teams 15%More headcount 11%Take the time to understand marketing operations 10%More b

114、udget/resources 9%Valuing marketing operations 9%Clear objectives 9%A dedicated role,more defined roles,job clarity 7%Whats next for marketing operations?54Marketing Operations professionals desire greater alignment between teams.Last year,study participants identified job clarity around a more defi

115、ned,dedicated role as the biggest thing companies could do to better support marketing operations.That desire ranks 7th in this years study.This year better alignment between teams is the top thing companies can do to better support marketing operations,according to 15%of study participants.The vote

116、s were fairly evenly distributed across the suggestions,indicating wide variance of opinion about what would best help.This years rankings are:Better alignment between teams is the top,universal desire for all levels of experience and all sizes of company except for companies of$100 million or less,

117、where it ranks a close second.Whats next for marketing operations?55The digital maturity rating scale this survey uses is20222023Primarily using email for“point-in-time”campaigns7%13%Automated 2-4 channels but they are not integrated;doing some nurturing campaigns25%39%Integration automation for mul

118、tiple channels;doing advanced segmentation,personalization and nurturing24%31%Fully integrated communications channels within campaigns;doing full life-cycle nurturing with personalized content8%9%Varies significantly across the organization7%6%Not sure29%2%Whats next for marketing operations?56Digi

119、tal maturity has taken a step back in 2023.Digital maturity has regressed year-over-year,with 52%operating at Levels 1 and 2,compared to 32%at this level last year.Some of this variation is probably due to the high percentage of“not sure”responses last year(29%)compared to this year(2%).Digital matu

120、rity of study participants did not vary based on company size.Level%of participants having no certifications1.49%2.32%3.28%4.20%Whats next for marketing operations?57The certifications study participants have influence the digital maturity of the organizations they work for:Almost all(91%)of Level 4

121、 study participants have a dedicated Marketing Operations team,compared to 58%of Level 1 participants.CONCLUSIONSECTION 0659SECTION 06/CONCLUSIONTodays technology landscape continues to expand and offer better,more powerful tools and capabilities.In this mix are marketing operations professionals,se

122、rving in key roles to help their organizations unlock the full value to the technology trends sweeping through industry,including:Death of the cookie Privacy and compliance management(GDPR)Product-led growth The consumerization of B2B Data*Warehouse native technologies AI and ML across the tech stac

123、k to automate marketing and sales tasks once done manuallyThese trends will shape the marketing operations workplace for years to come,ensuring that marketing operations talent remains in high demand.*Watch our discussion on this emerging trend at: 0761SECTION 07/METHODOLOGYThis 2023 State of the Ma

124、rketing Operations Professional survey was administered online from May 17,2023 until August 22,2023.During this period,750 responses were collected,and 553 were qualified and complete enough for inclusion in the analysis.Only valid or correlated findings are shared in this report.The representativeness of this studys results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.Summarized below is the basic categorization data collected about respondents to enable filtering and analysis of the data:Methodology62Methodology63