5 Aspects of a Successful Marketing Operations Program

[Shakhawat]

Key elements of a successful marketing operations program include System Creation, Quality Assurance (QA), and Optimization. Here's a more detailed look at each:

1. System Creation
One of the main responsibilities of marketing operations is qualifying leads so your marketing team can effectively hand them off to sales, specifically the sales operations team. This is accomplished through lead building and management, which is the primary purpose of system creation.

Once a prospect enters your business, you want them nurtured and routed properly to ease each transition in the sales process. For marketing operations specialists, this means first segmenting contacts into similar sets of individuals that care about the same things. Then, they group them into personas and determine which stage of the customer lifecycle prospects are in.

To determine which stage contacts should be classified as employment database marketing operations, specialists need to know the desired outcomes of their team. They should meet with key stakeholders to determine what a lifecycle designation means for everyone involved and what information will be necessary for team members to do their jobs.

For instance, a marketing operations specialist would want to meet with members of the sales team to discuss what constitutes a sales qualified lead (SQL) and what information sales will need to progress SQLs through the sales process.

2. Data Management
Information gathered from key stakeholders, though, is unlikely to present clearly defined metrics that will help place prospects. Marketing operations must break down this high-level information into usable data that can define the necessary properties of a lifecycle stage.

Basically, coordinating executives’ desires with raw, accessible information, marketing operations specialists should add substance to otherwise vague data, making it usable for front-end team members. For instance, if an executive says they want to work with “large corporations,” marketing operations need to further define this by determining what exact employee threshold “large” designates.

Once the system is built, marketing operations check its output. Is the system accomplishing what it was designed to? Are there areas that need improvement? In working through these steps, marketing operations continue to optimize their processes, making everything more efficient and resulting in data integrity.