Marketing Operations - the engine that drives Sales funnel performance
If your Sales team is not receiving qualified leads of excellent quality, or if your prospects are not aware of your brand and value proposition, then your Marketing Operations practice may require attention.
Whether you are a tech company, a service organisation or a charity, you need to cultivate relationships with target customers, decision-makers and influencers in the most effective and efficient way.
Successful organisations team-work the Sales and Marketing functions as one collaborative working group with specific and shared tasks but the same overarching objective; the cultivation of business relationships resulting in new revenue.
Marketing Operations 360
One key to getting Marketing Ops right is a comprehensive and well-documented Marketing Strategy. This document lists objectives, goals, budgets, priorities, tools and resources, from which all daily processes and activities flow.
Documenting this strategy is critical to enabling the ‘Kaizen’ (continuous improvement) approach to Lead Generation, processing, attribution and analytics. The documented Marketing Strategy should be available to stakeholders, and reviewed and updated regularly.
Effective Marketing Ops is a Critical Success Factor for Sales performance. Customer Journey, Lead Generation and New Business Acquisition are part of the End-to-End process of Sales Enablement.
The process must be systematic, scaleable and optimised to drive performance to meet corporate growth targets
A High Performance Marketing Strategy is created in collaboration with Sales (active stakeholders)
All online and off-line content and collateral must demonstrate a deep understanding of customers' business issues
and concerns, for which your proposition is the ideal product or service solution.
The decision to pursue a well integrated, end-to-end optimised Marketing Operations practice is the first step in 'getting it right'.
Getting Marketing Operations Right
Does Your Marketing Operation Require Attention?
External Warning Signs
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Brand not known in the marketplace
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Value proposition/product not known in the marketplace
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Lack of interaction / prospect engagement
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Lead pipeline momentum not established or malfunctioning
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Difficulty engaging with decision-makers
Internal Warning Signs
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No written Strategy
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No clear goals and objectives
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Team members unable to articulate the team’s objectives and goals
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No tactical plan, connected to strategic objectives
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Poorly defined processes leading to constant reinvention
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Ad hoc, reactive efforts with no short or long term benefits
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Lack of internal meetings to review progress and shape activities
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Reporting & data quality not enabling data-driven decision making / or proof of ROI
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Poor interaction between Marketing with Sales teams
Marketing Operations is a wide-ranging and complex area of your business. This summary page is just an overview.
Get it right, and you will increase the fitness of your business, and achieve great results. Get it wrong, and the effects will be felt throughout the organisation.
If you would like to discuss a Marketing Ops 360 Evaluation, and bring operational excellence to your organisation, contact us for a free call to discuss your requirements.
Unpack more on this topic in our Blog articles using the following links: