Becoming the COO of the marketing team, underrated marketing channels and more
Also, what marketing operations really means
In this edition:
The Blueprint for Marketing Planning for Marketing Operations
Becoming the COO (Chief Operating Officer) of the Marketing Organization
What Marketing Ops Really Means
Set Marketing Ops OKRs
Poll: What is the Most Underrated Marketing Channel Right Now?
For Paid Subscribers: Concepts You Need to Understand to Make the Leap to Marketing Ops Leadership
The sessions are finalized at the greatest marketing ops conference in the world! Make sure to register to attend Mopsa-palooza.
Thanks to our sponsor Uptempo for making this newsletter possible!
The Blueprint for Marketing Planning -Marketing Operations
Bridging the gap between high-level goals and day-to-day execution, Marketing Operations is foundational to an effective marketing strategy. It plays a crucial role, ensuring that marketing efforts are aligned with corporate objectives and executed flawlessly. In this e-book, The Blueprint for Marketing Planning, we highlight Marketing Operations' critical role in the planning process as part of a holistic and fully integrated strategic plan. From budgeting and reporting to ideation and execution, this guide lays out 7 essential steps—a blueprint for marketing planning.The Blueprint for Marketing Planning goes deep into three areas of special interest for MOps leaders:
Strategic Alignment: Ensure that marketing goals are perfectly aligned with broader business objectives, reinforcing the importance of your role in the strategic process.
Process Optimization: Streamline workflows and enhance communication across teams, ensuring that marketing plans are not just created but executed efficiently.
Data-Driven Decisions: Utilize advanced impact modeling and budgeting techniques to make informed decisions that resonate throughout the organization.
The COO of the Marketing Organization
The new priority for marketing operations is to be the marketing team's Chief Operating Officer (COO). In this case, the CMO is the “CEO.”
What do effective COO's do?
They run the day-to-day operations of the business to achieve goals. COO's are administrators of systems, structures, and processes.
They monitor performance and drive course corrections when needed.
They ensure marketing RUNS LIKE A BUSINESS.
In the past, it was enough to manage tech and processes.
The marketing operations leaders of the future know that to stay relevant and impactful, we need to exercise ownership, inform strategy, and facilitate business success.
What Marketing Ops Really Means…
How to set marketing ops OKRs
OKRs (Objectives and Key Results) can be tough to set for marketing ops.
Follow these guidelines:
1 - Align with Marketing OKRs: Your Marketing Ops OKRs should directly support the broader marketing team's goals. This alignment ensures that your work aligns to overall marketing success.
2 - Significant, Concrete, and Inspirational: OKRs should be more than just a checklist—they need to be significant, action-oriented, and serve as an inspiration for your team. Aim for goals that challenge and motivate.
3 - Roadmaps vs. OKRs: Many Ops teams use roadmaps, and that’s perfectly fine. However, I recommend OKRs because they are compelling to leadership and inspiring to teams. They offer clarity on what success looks like.
4 - Binary and Qualitative OKRs: Some OKRs will be binary—you either complete the project or you don’t. Others can be more qualitative, such as tracking an internal NPS score from your marketing partners.
5 - Gain Buy-In: Before finalizing your OKRs, shop them around internally. Getting buy-in from key stakeholders ensures that everyone is aligned and supportive.
6 - Team Involvement: Start with a workshop to involve your team in setting OKRs. This collaboration fosters ownership and commitment.
7 - Regular Reviews: Don’t set and forget. Review your OKR performance at least monthly, ideally biweekly, to stay on track and adjust as needed.
OKRs can help your team reach the next level of impact.
Poll: What is the Most Underrated Marketing Channel Right Now?
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