Create a marketing ops roadmap, becoming effective in MOPs, buy-in for Martech and more...

In this edition:

1. Marketing Ops Roadmap 

2. How to be an Effective Marketing Ops Professional

3. How do You Get Buy In For a New Tool?

4. For Paid Subscribers: Career Advancement Without Managing Many People

Level-up Your Revops Team: Revlitix leverages pattern recognition and proactive diagnostics to help marketing and sales teams spot money-making opportunities hidden in plain sight and fix revenue leakages in real-time. Take a Product Tour and Get a $100 Gift Card.

Check out the podcast: Darrell and Jeff record a weekly ops podcast called “Revenue Rhthyms”- listen here.

Friends of the Newsletter: The Humans of Martech podcast is one of my favorites. Check them out on Spotify or Apple podcasts.

How to Grow Your Marketing Ops Team the Right Way: Sign up for Live MOps Huddles.

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Marketing Ops Roadmap

Many marketing ops teams do not have a roadmap.

The truth is - if you don’t have a roadmap, someone else will create one for you.

Here are some ideas on how to create a marketing ops roadmap that works for you:

1. Confirm Top Goals: Start by identifying and confirming the overarching GTM goals. These goals should be closely tied to the organization's broader objectives.

2. Assess Current State: Take a hard look at your current tech stack, processes, and ways of working. What's working? What's not? Knowing your strengths and weaknesses is crucial for building an effective roadmap.

3. Confirm Top Problems: What causes the most pain in sales and marketing? What are the biggest bottlenecks? List them out and the impact of solving them.

4. Host Brainstorm Sessions: Gather your partners, both internally and externally. Have them share their wants, ideas, and pain points and brainstorm together how to solve them. Capture all ideas and initiatives on a spreadsheet.

5. Create an Impact-Effort Matrix: Map the initiatives by impact and effort, prioritizing the low-effort and high-impact initiatives.

6. Implement Weighted Scoring: Not all initiatives are created equal. Use a scoring system to prioritize your action items based on their strategic importance. I like the RICE method but consider using REVENUE instead of REACH and USERS HELPED instead of IMPACT.

7. Get Agreement on Resources: You need everyone on board. Make sure your team is aligned on resource allocation and expectations.

8. Plot Action Items Against Time: Use a simple slide like the one below. Group initiatives by category and extend a bar to show completion time.

9. Do a Roadshow: Take your show on the road. Share your roadmap with stakeholders and drum up support for your vision.

Make some time to create a roadmap. It will create alignment, clarity, efficiency, and, most importantly, accountability.

Additional info: I created our team roadmap AFTER I created a team mission, purpose, charter, and overarching principles - it will help guide the roadmap.

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How to be an Effective Marketing Ops Professional

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How Do You Get Buy-In For a New Tool?

Many people ask how to get buy-in for a new piece of marketing technology.

The truth is, if an unexpected request like this comes out of the blue, you are already a step behind.

“Buy in” is a smaller part of a long-term communications and alignment strategy.

From the beginning, it’s critical to inform key stakeholders of your team goals, charter, roadmap, and progress.

It’s not about getting buy in one time. It’s about maintaining support and alignment ALL THE TIME.

Once you have that, half the work is already done. Stakeholders are now already expecting solution proposals that will help achieve your shared goals.

That being said, here is a tactical approach to help, even if you haven’t been laying the groundwork.

You need to “ladder up” your request to top business goals.

Below is an example. Replace with your own math, and this will help justify a tool that improves your data quality. Use this method and apply it to other tools that drive different results.