Marketing operations are the behind-the-scenes processes that help optimize marketing teams and campaigns. These processes aren’t as glamorous than the award-winning television ads or interactive digital ads that your company produces, but they are essential in helping marketers meet their business goals.

The term “marketing operation” is used to describe a procedure that involves the creation and maintenance of marketing materials, such as collateral data management, data collection, and reporting, and integrating them into the rest of your business. It can also cover a greater scope, for example, project management, data analytics, IT support, and other administrative tasks.

Modern marketing teams work across multiple disciplines such as sales, design, and software development. This means that a variety of processes and systems must be interconnected to ensure that marketing teams provide relevant content to the right people at the right time to achieve business goals.

A large part of the role is establishing and optimizing marketing tech stacks that reduce complexity and help the team to meet their goals faster. Common tasks include managing marketing technology stacks such as evaluation and approbation platforms and content management systems.

It is much easier for marketing teams to meet their goals when they have clear, well-defined and standardized procedures in place. It helps them define and communicate their strategy for marketing with internal stakeholders, and it gives everyone a clear understanding about what’s expected of them. It lets marketing teams define SMART goals that are specific, measurable attained, achievable, realistic and time-bound (SMART) so they can establish more realistic timelines and timelines for projects and campaigns.

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