You probably immediately think of the dog. Yes, the pug. Loriot once said, “A life without a mop is possible, but pointless.” There is a 305-year-old legend here in the neighboring town of Winnenden about a pug that, as a “folk hero” and faithful companion of its master, so to speak, found its way back to Winnenden over 1,000 km from the Belgrade area. Therefore, a smart winemaker has also named a wine “Mops”.
Only, in our context, for once, we didn’t come up with the dog. Mops is the abbreviation for Marketing Operations. Only, there are many definitions for the word “MarketingOps.” But what exactly is MarketingOps? And what are the benefits of marketing technology for businesses?
In this article, we’ll explain the definition of MarketingOps and elaborate on what marketing technology means for businesses.
Briefly, a possible definition or containment:
Marketing technology is key to attracting and retaining customers. But how can companies ensure that the investment in this technology is also profitable? In this article, you’ll learn why MarketingOps are vital to businesses and the value they provide. Learn how to understand the definition of MarketingOps, how to collect and use the necessary data to strengthen your business in the long run. By reading this article, the reader will understand the role marketing technology plays in making the most of marketing ops – and right off the bat, with nice anecdotes about pugs being dogs and wine to boot!
Gartner, defines it this way: “Marketing operations is the function of overseeing an organization’s marketing program, campaign planning and annual strategic planning activities. Other responsibilities include technology and performance measurement and reporting and data analytics.”
Scott Brinker, in one of his early articles (still worth reading today, by the way), wrote this down:
“Marketing operations (MOPs) is an umbrella term describing departments and the people whose responsibilities include:
- Facilitating marketing activities,
- Training and supporting marketing staff,
- Budgeting for, selecting, implementing and administering marketing software,
- Architecting the marketing software “stack”, and,
- Making data accessible and useful to marketing colleagues and others, e.g. sales and customer service.”
Recently, Frans Riemersma, Jim Williams, Thao Ngo, Odd Morten Sørensen and some participants had an exciting session, the content of which Frans published on LinkedIn. We think its key take aways are also worth reading – and also exciting to discuss.
So choose an appointment via Calendly or ping me on LinkedIn. It will certainly be exciting.
Here are just a few excerpts:
- 74% of MarketingOps teams can demonstrate the value of MarketingOps.
- MarketingOps investments have increased.
- Just how long? At some point, the team has to prove what effectiveness, what benefits have been created. Otherwise, “doomsday” hits you and kindly ask to make cuts.
- Adhere to the rule of thumb NOT to buy and roll out tools globally without first proving success with a pilot group.
- Following Scott Brinker’s marketing roles (Marketer, Maker, Modeler, and Maestro), the MOPS roles can be defined as = Modernizers, Orchestrators, Psychologists, and Scientists.
There he was again, the MOP. 😊 You can then read all 12 points on LinkedIn.
Finally, to pick up on Loriot once again:
Without clever Marketing Operations (MOPs), life is possible, but pointless.
