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Marketing Operations

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3 management models that help streamline today’s martech operations

…into market trends and competitor activity. The aim is to mitigate the myopia of a brand- or product-led approach to the market. This model is most suitable for: Managing cross-functional teams. Supply chain management. Agile, reproducible processes. Conclusion The role of marketing operations is to…

Share Your Marketing Stack: Beachhead Marketing’s lean and clean stack

…host matters for this,” explains Moody. Marketing operations and automation With your content assets in place, you need to find your traction channels and optimize for those. Beachhead Marketing’s key channels are content marketing (Medium), email marketing (MailChimp and Drip) and social media…

Marketing operations as the agent of change

…longer a dirty word. In addition, I see marketing operations in the unique position to lead explosive change that affects the fundamental role of marketing and the perception of marketing’s value to the firm. Key to this type of change is for marketing operations leadership to step up as the agent…

Rent, buy or train? How to accelerate strategic marketing operations

…topic from both an operational and business perspective. This year, I brought in Dan Brown, the VP of marketing operations from martech company Verint. I asked Dan to share with the class how he built his marketing operations team, what they do and how they affect the marketing and the business. In…

How to build a marketing operations organization out of chaos

…B2B marketing has changed so quickly and so radically thanks to our technology enriched world, many marketing organizations are just now beginning to understand the broader ramifications. Just look at the history of marketing operations. As more technology options became available, marketers often…

How the C-suite benefits from a strategic marketing operations function

…has a second chance. The strategic marketing operations function can provide the required left-brained competencies, along with the mindset and skill set for technology, marketing and business acumen. Some people call these left-brained marketers (LBMs) marketing technologists; some people call them…

Building a marketing operations team from scratch, one year in

…wrote the following mission statement for her group: “Our mission is to empower marketers and delight customers by intelligently scaling the department, maximizing marketing effectiveness and reducing operational friction.” To keep her team on track and focused on its mission, she created a process…

Adopting new martech? You don’t have to choose between agile and waterfall

…from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing…

Rise of the strategic marketing operations leader: Part 1

…– “Rise of the Revenue Marketer,” Chancellor of Revenue Marketing University, and host of Revenue Marketing Radio, a podcast series for revenue marketing leaders which showcases marketing executives from companies like GE and Microsoft sharing advice on marketing transformation. A PhD candidate,…

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