Investing in ops, multi-touch attribution, and how marketing ops drives productivity

500+ marketers told us what they really think about multi-touch attribution

In this edition:

1. How to Invest in Marketing Operations

2. What Everyone Really Thinks About Multi-Touch Attribution

3. How Marketing Ops Drives Productivity 

4. For Paid Subscribers: The 7 Habits of Highly Effective Marketing Operations Professionals 

Thao Ngo and I are hosting another Marketing Ops Breakout Event! This one is about how marketing ops leaders in tech are succeeding despite less resources and less budget. Join us here.

I’m speaking at the Mopsapalooza marketing ops conference! The best marketing ops conference in the world. Hope to see you there?

Get your questions answered by the Marketing Ops Leader! Ask your questions about career, technology, or anything else you need help with via this form.

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How to Invest in Marketing Operations 

Many companies are lagging behind in fully harnessing their technology management potential. To pivot from reactive to proactive, here's how you can invest in your operations teams—whether it’s marketing ops, revenue ops, or beyond.

Strategic Investments for Operations Teams:

1. Flex Budget

   Allocate a flexible budget for freelance resources, agency support, and advanced tools. This empowers ops teams to focus on strategic planning rather than constant firefighting.

2. Time Investment

   Schedule regular check-ins between business and ops leaders to review productivity metrics, explore efficiency opportunities, and anticipate potential roadblocks. Consistent communication drives alignment and agility.

3. Productivity Tools

   Resist the urge to simplify by cutting essential tech. Tools that manage workflows and automate tasks are non-negotiable. Reducing these can stifle productivity rather than boost it.

4. Up-Skilling Programs

   Quarterly L&D goals are a must. Invest in custom training sessions led by seasoned experts, available in-person, online, or on-demand. Tailored learning trumps generic courses any day.

5. Expert Consultations

   Regularly bring in external consultants and research firms. Their objective assessments can unveil hidden inefficiencies and offer fresh perspectives that drive operational excellence.

6. Ops-Led Innovation Lab

   Establish forums and workshops led by ops but inclusive of cross-functional leaders. These sessions are fertile ground for uncovering synergies, efficiencies, and novel productivity hacks.

Implement just a couple of these strategies, and your company will be on a solid path to operational excellence.

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POLL: What Everyone Really Thinks About Multi-Touch Attribution

If you are still a little confused about what multi-touch attribution is, check out this super simple 3 minute explainer video on Youtube.

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How Marketing Ops Drives Productivity 

It can be difficult to visualize how marketing ops teams help drive business growth.

This diagram should help.

One of the goals of marketing ops is to help marketing become more productive.

Marketing productivity is being able to deliver more results with less effort.

One way to do this is by making programs more efficient.

Efficiency enables teams to do more in the same time period, as well as gives them the ability to switch priorities quickly. Marketing ops can drive efficiency by using technology, automation, project management, streamlining processes, and better training and documentation.

Another way to make marketing productive is to improve the conversion rate of each program, which enables the programs to deliver more results without increasing the number of programs. Marketing ops helps improve conversion rates by using Ai, improving data health, conducting audience research, segmentation, A/B testing, and improving reporting.

Conversion rates also improve when you make adjustments based on performance. Marketing ops facilitates performance reviews to create a flywheel effect - continually improving results over time.

For marketing ops - it’s important to tie most of your work to productivity.

For non-marketing ops - hope this helps demonstrate just how important marketing ops work is!