Marketing can be the growth driver, the voice of the customer, and the agent of change in organizations. However, the sad reality is that today's Chief Marketing Officer has an average tenure of just over 26 months, less than half the time of the average CEO. This brief tenure has motivated many marketing leaders to take a short-term and tactical orientation, which has led to marketing having limited scope and influence within many organizations. The inability of marketing to demonstrate its long-term value has, in turn, led to slashed budgets and head-count. The age of the "individual contributor" director is upon us and marketing is no longer a fun job at many companies. This course defines the difference between marketing operations and traditional marketing and covers the best practices necessary to bring discipline to the marketing function so it supports an organization's sales objectives.
Marketing operations is an evolving discipline that brings operational discipline and a change management approach to the marketing function. It can transform how we are viewed internally and how we see ourselves. By adding a dedicated marketing operations focus, organizations can leverage process, technology, guidance and metrics to run the marketing function as a profit center and a fully accountable business. By embracing marketing operations, professionals can increase their value and raise their stature within their organizations, while enhancing their job satisfaction and career opportunities.
- The marketing operations ecosystem
- Interdisciplinary tools
- Achieving organizational alignment
- Designing, deploying and managing marketing infrastructure
- Marketing operations life cycle.