Source: GIPHY
“What would you say… your marketing operations function does here?”
If you can’t quickly and easily answer that question, you need a formal marketing operations charter, STAT! It’s imperative that marketing operations functions codify their existence, remit, and who they serve – for themselves, the broader marketing department, and senior leadership. This helps marketing operations become more strategic and allows the function to better facilitate key marketing initiatives.
Our latest report, How To Draft Your B2C Marketing Operations Charter, is a mandatory exercise to force “pen to paper” and record these critical areas (see template):
- Mission
- Disciplines
- Functional stakeholders
- Process interlocks
- Key responsibilities
- Success metrics
For B2C marketers, there are six distinct marketing disciplines:
- Planning and budgeting management. Aligns cross-functional revenue planning with marketing investments.
- Customer data strategy and management. Owns marketing data strategy, stewardship, and team enablement.
- Creative development and asset management. Drives creative ideation to execution for marketing content.
- Marketing technology strategy and management. Establishes a martech vision and guides roadmap development.
- Measurement and analytics management. Oversees metrics interpretation, analysis, insight, and forecast modeling.
- Process design and agile marketing management. Enables organizational agility and adaptability.
Given B2C marketing varies significantly across industries, company sizes, and models, marketing operations functions might have responsibility for only one discipline, sometimes two, maybe three – and that’s okay. No matter how small or large the scope, it’s critical for marketing operations functions to establish a formal purview.
So let’s get operational! Schedule a guidance session or inquiry to discuss all things B2C marketing operations with us. And our colleagues in the Revenue Operations service have a rich body of research to support specific B2B needs, including a B2B marketing operations charter.
