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Marketing operations (MarkOps) is the function that oversees a business’ marketing activities. The term covers the people, processes, and technology that power a business’s overall marketing strategy.
Marketing operations serve as the backbone of a marketing team. They help drive its activities, delivering planning, oversight, and support functions that enable core marketing teams to focus on their objectives and deliver value. MarkOps achieves this by optimizing the process end-to-end, from planning and budgeting to infrastructure and reporting.
When combined with marketing automation, the marketing operations function has the potential to change the way a business approaches its product messaging and sales strategy. It can also reveal new capabilities and insights learned from user data, that can then be used in the business’s marketing processes. This data-driven approach to marketing is critical for helping a business to understand what is and is not working.
Marketing operations refer to the planning, execution, and optimization of marketing processes, technology, and data to improve the effectiveness of the marketing function.
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