In a recent survey by MarTech.com, only 22 percent of marketing technologists expressed being “fully equipped” to drive the necessary change within their organizations. But it’s no longer budgets, since 70 percent of respondents say they feel adequately funded. So why the disconnect?
Marketing operations is often considered a back office process that is not glamourous. A lot of attention is paid to great creative content, engaging customer journeys and innovative technology platforms. Although all these things are important, without flawless marketing execution, they all fall down. There are several goals of an effective marketing operations department: