How to create a partner (stakeholder) map, the best measure of Martech effectiveness and more
Also, 12 questions marketing ops teams never like to hear
In this edition:
How to Create a Marketing Ops Partner (Stakeholder) Map
12 Questions Marketing Ops Never Likes to Hear
Poll: What is the best measure of a Martech platform's effectiveness?
For Paid Subscribers: Is Learning a Marketing Automation Platform Worth Your Time?
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The Blueprint for Marketing Planning: The Guide for Marketing Ops, Strategy, and Execution
Marketing planning isn’t a one-person job—it’s a team sport that leverages the collective strengths of everyone across the organization. At the heart of this effort is marketing operations, the backbone that keeps everything aligned with corporate objectives and ensures flawless execution. But let’s be clear: marketing ops doesn’t operate in a vacuum. Success requires seamless integration with other key stakeholders and business leaders.
This ebook, The Blueprint for Marketing Planning, breaks down the entire planning process. We’ll show you how marketing operations ties together every piece of the puzzle, from budgeting and reporting to ideation and execution. This guide isn’t just about theory; it’s a practical blueprint that spans the entire marketing ecosystem.
Here’s what you’ll find inside:
Strategic Alignment: Marketing goals need to sync perfectly with broader business objectives. This section reinforces why every role matters—from the strategists who map the vision to the content creators who bring it to life.
Process Optimization: Creating a plan is one thing, but executing it efficiently is where the magic happens. We’ll dive into how to streamline workflows and enhance team communication, ensuring that creative, analytics, and operational teams collaborate like a well-oiled machine.
Data-Driven Decisions: Making informed decisions isn’t just a nice-to-have; it’s a must. We explore advanced impact modeling and budgeting techniques that allow you to make decisions confidently. This approach combines insights from data analysts, project managers, and operational leads to ensure your plans resonate throughout the organization.
Download your copy and discover how a fully integrated approach to marketing planning can elevate your team’s performance and ensure long-term success.
How to Create a Marketing Ops Partner Map
Struggling with effective collaboration in your marketing ops team?
Try implementing a Partner Map (stakeholder map)—a simple yet powerful tool to manage communication, align interests, and prioritize your touchpoints.
The map is based on two key factors: interest and influence.
Interest: How much does your success matter to your partner? How often will they need something from you?
Influence: How much does their role impact your work, and how much authority do they have over your team’s success?
Here’s how to get started:
List your relevant partners. Use generative AI to speed up this process.
Plot them on the map based on their interest and influence.
Validate with your leader and others for accuracy.
Once your map is complete:
Top-right corner: These are your top partners. Engage with them frequently, address their pain points, and collaborate closely.
Bottom-right corner: Important partners, but with less frequent overlap. Meet regularly, anticipate needs, and manage relationships carefully.
Top-left corner: These partners won’t impact your work as much, but your work could significantly affect them. Keep them informed with easy updates.
Bottom-left corner: Minimal work overlap here. Maintain a good relationship and engage as needed.
Pro tip: Concentric circles aren’t a one-size-fits-all. Generally, the closer the circle, the more frequent and informal the communication. For the outer circles, invest time in preparing clear, concise updates.
This approach will streamline your collaboration and make your marketing ops team a well-oiled machine.
12 Questions Marketing Ops Never Likes to Hear
Poll: What is the best measure of a Martech platform's effectiveness?
For those curious, here is one way of calculating Martech ROI:
1. Quantify the Benefits
First, assign a monetary value to the benefits your Martech solution is delivering. For example, if your new automation tool boosts conversion rates by 5% and your average deal size is $10,000, that’s a clear revenue gain you can quantify. Don’t forget about cost savings—whether it’s time saved from automating manual processes or reduced ad spend through better targeting, these savings add up.
2. Calculate the ROI
Now for the math. Use this simple formula:
For instance, if your Martech tool brings in $500,000 in benefits and costs $200,000, your ROI is 150%. That’s a solid return.
3. Monitor and Adjust
ROI isn’t a “set it and forget it” metric. Continuously monitor your performance metrics and revisit the ROI calculation regularly. If you’re not seeing the results you expected, it might be time to optimize your use of the tool, provide additional training, or even consider other options.
Your Martech stack should drive measurable value—ensure you’re keeping a close eye on it.
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