Marketing operations (MarkOps) is the function that oversees an organization’s 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 and its activities, responsible for delivering planning, governance, and support functions that enable core marketing teams to focus on their core objectives and deliver value. MarkOps achieves this by optimizing the marketing value chain end-to-end, from planning and budgeting to infrastructure and reporting.
When combined with marketing automation, marketing operations as a function has the potential to completely transform the way a business approaches marketing, influencing strategy and introducing new capabilities and insights.