How to run marketing ops like a product team, how to create a team charter and more

And the most overrated thing in B2B Marketing

In this edition:

1. How to run marketing ops like a product team

2. How to create a marketing ops team charter

3. POLL: The most overrated thing in B2B marketing

4. For Paid Subscribers: How to request additional headcount for your team

The best marketing operations conference in the world is only a couple of months away! Make sure to register to attend Mopsa-palooza.

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How to run marketing ops like a product team

How to run marketing ops like a product team:

1 - Initiatives are products
Treat initiatives like demand gen and lead scoring like products - with inputs and outputs. If products aren’t delivering the right outputs, what features and updates can we patch for better outcomes?

2- Think user first
For Mops, the "users" are the marketers. Users should be able to accomplish their goals with little friction, and they should be delighted by tools and processes.

3 - Ruthless prioritization
Use prioritization frameworks such as RICE, impact-effort, urgent-important, and weighted scoring to rank all activities and to ensure your work is aligned with top business goals.

4 - Build your roadmap
A product team always has a roadmap—so should Marketing Ops. This roadmap should outline the projects and programs that will drive alignment and long-term success.

5 - Data-driven decisions
What data informs the processes that you are building? How about the tech you are implementing or the governance you are rolling out? Always ask - what objective signals are guiding our decisions?

6 - Frequent experiments
The best teams are never satisfied. They’re constantly learning and improving. Marketing Ops should adopt this mindset and continually look for ways to optimize processes and deliver better results.

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How to create a marketing ops team charter

Many teams haven’t taken the time to create a team charter.

The truth is, without a clear team charter, you will likely take on lower-value work and projects that don’t move the needle.

Here’s a simple method for creating a marketing ops team charter:

1—Run a Team Workshop: Set aside 60-90 minutes with your team for a workshop to define your core values, success metrics, challenges, and preferred ways of working. This step builds a strong foundation and ensures everyone is on the same page.

2- Check with Leadership: Review the top business priorities with your leadership team to understand where Marketing Ops can add the most value. This alignment ensures your team’s work is impactful and relevant.

3—Engage Stakeholders: Conduct focused interviews with key stakeholders to identify their pain points and expectations. This will help you tailor your support to effectively meet their specific needs.

4 - Get Early Feedback: Before finalizing the charter, share a preview with influential colleagues across the organization. Their feedback can help you avoid potential roadblocks and refine your approach.

5—Visualize and Share: Create a visual slide summarizing the charter. This will make it easier to communicate the team’s purpose, structure, and processes to the broader organization.

6- Document and Distribute: Update your internal wiki or documentation portal with the charter. This ensures everyone has easy access and knows how to engage with your team.

7 - Get Creative: Add the charter link to your email signature or Slack profile. It’s a small touch that can increase visibility and accessibility.

Follow these steps to create a clear, actionable team charter that drives alignment, efficiency, and success.

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Poll: What is the most overrated thing in B2B Marketing (over 700 respondents)