Say it again and again until your CEO, CRO and CFO start listening. Marketing Ops (MOps) is being ignored ... BIG TIME! Let's face it. #MOps is THE Diamond in the Rough. Most #RevOps teams are built around a platform of Sales Ops. Sales Productivity and Forecasting are our KEY focus. When budgets are allocated the CFO invariably says "add more sales heads". They don't say "spend more on marketing". MOps is considered to be "managing Marketo or Email Campaigns" Mundane marketing automation. It is SELDOM considered as a strategic role for Marketing. If you want your Demand Generation to be a true growth driver... ... then invest in your strategic delivery of MOps. Think Marketing Productivity exactly how you think about Sales Productivity. MOps is how you turn the corner and accelerate growth in 2025. INVEST in it. Love to see your comments and views on this... especially Marketing Op's peeps.
This, this and this Rob Levey ðŸ‘ðŸ½ðŸ‘🽠I’d add to this that (in my experience) even many marketing teams don’t know or understand what MOPs role is, and to be fair maybe it’s because they’d never been in a team with MOPs or because historically, they were known for being one in the same as “CRM, Email & Automation†people, so being seen as more tactical than strategic because of their technical and hands on prowess. I mean, the word “operations†is to me the absolute ins and outs of how a team is setup for success with its strategy forming the core of that function, particularly within revenue teams. Strategy informs the tools, as an example not the other way around…. Darrell Alfonso is such a great teacher with all things MOPs and I continue to learn many things from him about this!
PS I will add... the CFO does not say "spend more on marketing" because he or she is NEVER provided the data/facts of where marketing spend is working. It is far easier to point to sales heads and say, I can generate X revenue from Y new heads. Again - it is for MOps to provide the strategic insights into Marketing Effectiveness. CAN YOU HEAR ME!