Marketing Operations (MOPs) can be a person, department, or agency responsible for planning and managing marketing campaigns and optimizing them to boost revenue and company performance.
MOPs handle activities like setting up new conversions, integrating with a new Customer Data Platform (CDP) or enrichment tool, overseeing paid media campaigns, etc. In SaaS enterprises and other major organizations, MOPs handle marketing analytics, funnel reporting, ensuring compliance with company goals, and allocating resources to optimize performance based on Key Performance Indicators (KPIs) that are directly connected to revenue.
MOPs concentrate on higher-level strategic tasks while marketers are in the trenches handling most of the tactical marketing work.
Here’s more detail on what MOPs do in 2022:
The Importance of Marketing Ops in a SaaS Company
Marketing teams have unprecedented access to data that helps them understand their target audiences, judge the effectiveness of individual advertisements, track campaign results, and calculate Marketing ROI (MROI). Marketers can also use past data to create campaigns and messages tailored to customer needs — an approach that's highly efficient.
MOPs' mission in a SaaS company is to:
- Optimize the returns on marketing data and technology investments
- Coordinate marketing efforts to boost revenue
- Guide the marketing team toward initiatives with the best potential ROI
MOPs are important because they handle:
Investments and Integrations in MarTech
A new MarTech tool is born every five seconds, or at least it seems that way in 2022. With more options to choose from than ever before, marketing teams evaluate tools based on several factors:
- Does it integrate with my current CRM?
- Does it integrate with my product?
- How steep is this tool's learning curve?
- How long will it take until this tool becomes an asset?
MOPs help answer these questions and make the new fields and connections necessary to fold new tools into the tech stack happen without disrupting current processes.
Planning Key Results and Projects
Data-driven insights help MOPs guide marketing initiatives and campaigns that match the company's strategic goals. These insights also help MOPs design holistic, high-level strategies, as they reflect the latest data on consumer behaviors and preferences.
MOPs are generally responsible for managing and optimizing marketing-related procedures. This optimization involves tinkering with marketing and sales processes, adopting lead-scoring and other activities to monitor lead quality, RevOps, simplifying reporting and other feedback systems, and building automations where appropriate.
Reporting and Data Enrichment
MOPs manage marketing data, report the outcomes of campaigns and initiatives, and provide data-driven insights to boost revenue and inform strategic plans for the future.
MOPs may also enrich data by combining information from many sources to provide better insights about target groups, prospects, clients, and the overall effectiveness of marketing initiatives.
The Direction of Marketing Activities in 2022
As marketing tech stacks become increasingly complicated, marketing operations teams go from a luxury to a necessity.
Without MOPs, an organization can burn hours, dollars, and sanity trying to achieve hyper-growth goals at a snail’s pace. Knowing that your ad spend is tied to reliable conversions, automating the booking experience for your site’s demo requesters, routing leads to the sales team in real-time, etc., helps you to work smarter and hit bigger goals.
MOPs matter for marketing in 2022.
If you’d like to take your marketing to the next level, contact Matter Made and ask what we can do for your business.