Create a cohesive operation that delivers on goals.
Describe the marketing operations model strategy (MOM) in line with your organizational and workforce needs. Plan, implement, and harness the strategic benefits of operational efficiency across your marketing functions.
Get leadership buy-in to implement the MOM strategy. Leadership support is key in optimizing operations across departments. Use these factors to get buy-in from execs:
- Involve them in the planning stages
- Use external experts
- Provide context and highlight MOM benefits
- Have a plan for an alternative
- Solicit feedback
- Compromise when necessary
Consider existing operational models to execute your strategy and name those that suit the company’s operations. Differentiate between the benefits of various models and choose the one apt for your teams. Consider:
- Coordination operating model
- Unification operating model
- Diversification operating model
- Replication operating model
Explain to marketing, revenue, and other teams how MOM will streamline workflows and increase efficiency. Answer key questions regarding the model’s benefits, deployment, and utility.
Consider these MOM benefits:
- Increases efficiency by uniting technologies, processes, and people
- Fosters visibility of hard to track metrics such as conversion time and LTV
- Creates a competitive advantage
- Streamlines customer life cycle management
- Enables campaign analysis and reporting
- Provides a platform for predictive analytics
- Allows skills and talent development
Define all micro and macro processes in marketing operations that converge marketing strategies and revenue tactics into one cohesive system. Focus on managing operations through a single touchpoint:
- Know what people need, which technologies require upgrades, or what processes are experiencing issues.
- Communicate MOM as a critical system in your company.
- Foster cross-functional collaboration. Create specific decisions on how teams coordinate using the MOM.
Align MOM to your objectives to speed up operations in your chosen business direction. Define the business problems and goals plus desired outcomes of the MOM processes.
Use MOM to address efficiency issues specific to marketing in your organization. For example, if your marketing business problem is related to manual tracking of leads, the goal for MOM is to automate the process.
Analyze marketing data and workflows to identify specific areas that need urgent attention. Use MOM to scan ineffective tools and processes in your marketing funnel.
Integrate data to find technologies or processes that can elevate team performance and smoothen operations. For example, combine data from emails, search engines, your website, and other traffic sources to know sales teams’ pain points.
Find technologies to automates processes to enhance marketing operational efficiency. Technologies can include:
- SEO tools
- Machine learning
- Reporting tools
- Email marketing tools
- Workforce management tools
- Mobile integration
Deploy, maintain, or upgrade marketing performance reporting structures to enhance predictive analytics. Integrate data sets from different campaigns in your marketing funnel and use them to predict future growth in sales, customer base, or website traffic.
- Create weekly, monthly, quarterly, or yearly marketing reports to measure the performance of your operating model. Keep track of your goals by analyzing reports regularly.
- Identify the reasons for deviation in particular metrics. For example, if your team expects a $10,000 growth in revenue in Q1 but gets $5,000, reports can help explain the cause of change.
- Leverage the benefits of performance marketing to optimize tools and people for better results. Reports create visibility, enabling teams to point out areas in the operating model that slacks off performance.
Review the efficiency of the MOM by comparing it with other models. Optimize it to adapt to the changing business and technology needs.
- Provide marketers and other stakeholders with insights into the ability of the model to adapt to changes.
- Reconfigure the model to protect the business from negative effects of sudden change. For example, introducing AI and analytics in your operating model will require a change in data use policies.
- Review your model to understand how such changes can affect other people in the business.
- Tweak strategies, change KPIs, add technologies, and train people to increase the efficiency of the operating model. Assess the operating model and reconfigure it to suit the changing business needs.
- Embrace change management to improve current performance, seize new opportunities, and address key issues as they happen.