Embracing Marketing Operations: What is It and Why Bother?

Presented by

Gary Katz

About this talk

What the heck is Marketing Operations anyway and why should I give a (beep)? While the definition and perceived value of MO varies from one organization (and one CMO) to another, one truth is self-evident: Those organizations that choose to ignore the need for MO do so at their own risk. On the other hand, those serious Marketing organizations that embrace a new MO can overcome unmanageable complexity and the perception of being a cost center to deliver Marketing excellence – truly integrated and aligned Marketing that serves the enterprise as a strategic asset, a growth driver, an accountable business function and a facilitator of change.

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How critical is Marketing Operations as a distinct discipline inside your organization? Is it important enough to be independently funded? It is well enough understood for your organization to embrace it holistically and wholeheartedly? Marketing operations instills operational discipline (process, technology, metrics) and facilitates better alignment between Marketing and its internal stakeholders (C-level, sales, finance, IT, etc.). It enables organizations to embrace the Science side of Marketing while helping individuals to navigate the turbulent winds of change. Done right, Marketing Operations can literally transform the MO of Marketing organizations.