Marketing operations are the back-office processes that help optimize marketing teams and campaigns. They’re not as flashy as your company’s award-winning TV advertisements or interactive digital ads but they are the foundation that allows marketers to meet their crucial business goals and improve over time.
The term “marketing operations” is frequently used to describe the process of creating and maintaining marketing assets such as collateral such as data management, reports and collateral and connecting all of them with the other aspects of the business. It can also include the larger scope of project management and data analysis IT support and other administrative functions.
Modern marketing teams operate across a range of disciplines including design, sales and software development. This means a variety of different systems and processes have to be linked to ensure marketing teams are delivering appropriate content at the right time in order to meet the goals of business.
The job involves a significant amount of setting up and optimizing the marketing tech stacks to simplify things and help the team reach their goals faster. Typical tasks include managing marketing technology stacks including evaluation and approval platforms and content management systems.
It is easier for marketing teams to meet their goals when they have clear, well-defined and standardized procedures in place. It helps them to define and communicate their marketing strategy with all stakeholders within the organization, and it gives everyone a clear understanding of what’s expected from them. It allows marketing teams set SMART goals, which are Specific, Measurable and Attainable. Time-bound (SMART) and they can develop realistic timelines for campaigns and projects.
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