Marketing operations is often a complex infrastructure of multiple systems that enable many processes across marketing departments, often pulling in data from other functional areas of the business. Part of the challenges those in marketing operations face is ensuring those systems are integrated when appropriate and that they are providing the necessary transparency and efficiency required for a successful marketing organization.
Because there is an increasing need for marketing to prove their value in contributing to revenue, marketing operations is a critical component of any marketing organization striving to be viewed not as a cost center but as a revenue producer. Ensuring all of the systems are efficient, processes are standardized and performance is measured requires expert coordination but without the right tool, marketing operations can become bogged down with spreadsheets and disparate data. What marketing operations needs a single solution that brings all of the data into one place.