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.