Rise of the Marketing Operations Function

An interactive white paper describing how Marketing Operations is becoming a dynamic, fast growing and essential part of today’s B2B marketing organization.

The role of the marketing technologist and the rise of Marketing Operations

The role of the marketing technologist, but also in the rise of Marketing Operations as a transformative function within marketing has exploded onto the scene because of fast-changing technology; the need for a more transparent, efficient, and responsible view of marketing; and pressure from the C-suite for marketing to contribute to the bottom line.

 

Initially Marketing Operations seemed to be a group within marketing that helps manage technology and improve effectiveness. Since then, role of the marketing technologist and function of Marketing Operations has drastically changed.

 

After three months of interviewing a group of accomplished marketers who have built and lead Marketing Operations teams and thorough research, several key elements emerged when defining a Marketing Operations function.