IDC's Definition of Marketing Operations: Internal staff responsible for developing and orchestrating the processes and systems required to enable efficient and effective marketing. More specifically, marketing operations staff members are responsible for developing and managing the processes to ensure smooth operation of strategic planning, financial management, marketing performance measurement (including dashboard development), marketing infrastructure, marketing and sales alignment, and overall marketing excellence.
In this new study, called Marketing Operations Expands, IDC finds the Marketing Operations function expanding. It has progressed beyond its early charter of planning and resource management to become an important part of lead management and marketing technology among other areas. More than 70% of survey participants say their role has broadened in the last year and more than 80% say it has become more important. The top six responsibilities for Marketing Automation are: automation, analytics, process improvement, campaign execution, and planning/budgeting. Survey participants, many who are members of MOCCA, the marketing operations professional organization, told IDC that Marketing Operations is also spreading out from its original corporate center to regional teams and beyond its origin in technology companies into new industries.
For more information on the IDC CMO Advisory Service Marketing Operations Expands research report (which contains important information on organizational structure, skills, job scope, success factors, and much more) check the MOCCA website or contact me at firstname.lastname@example.org.