Practical Impact-effort matrix, promote your ops work, 4 pillars of marketing ops and more...

In this edition:

1. Impact-Effort Matrix

2. Market Your Efforts

3. Four Pillars of Marketing Operations

4. For Paid Subscribers: How to Gain More Marketing Ops Experience

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Practical Impact-Effort Matrix

Here is a step-by-step guide to making the impact-effort matrix powerful, especially for marketing ops professionals.

• Start with a brainstorming session that includes your team and key stakeholders.

• Spend 60 minutes capturing pain points and improvement ideas.

• Convert pain points and improvement ideas into tangible projects.

• Have each team member give projects an impact score and an effort score.

• Score of 1 for the lowest impact, score of 5 for the highest impact. Same for effort.

• Impact can be scored by revenue, productivity, or a combination of both.

• Effort can be scored by time, resources, alignment, or a combination of all three.

• Take the average impact and effort scores and plot on the matrix as seen in the image.

• Quick wins should be scheduled for completion right away.

• Major projects should be resourced and scheduled throughout the year.

• Small projects should fill in the gaps in the roadmap.

• Rethink projects should be backlogged or outsourced.

  

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How to do internal marketing for ops professionals

If you work in marketing operations, you probably do a lot more than just "keeping the lights on".

And people need to know that.

• Have you improved campaign efficiency by 25%? That can translate to over 3,000 additional customer engagements over the quarter.*

• Boosted the conversion rate on a key landing page? That's dozens more qualified opportunities down the road.

• Automated a process that once took hours, and now takes minutes? Sum them up and that can be weeks of person-hours across the year.

• Built clear and accurate marketing reporting? You've set the foundation of measuring marketing impact and making better investment decisions.

  By the way...
  
  You've done all of that, all while "keeping the lights on."
  
  Spread the word. They need to know.

*sample numbers of 12 campaigns per quarter with 1,000 engagements each

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Four Pillars of Marketing Operations

The future of marketing operations is upon us.

This is a framework I’ve been working on with Mike Rizzo and many other thought leaders (too many to name).

I want to keep evolving it; leave your thoughts in the comments or ping me if you’d like to contribute.

These are the 4 core priorities (also known as 4 pillars) of marketing operations.

1 - Technology and Data Management
Responsibilities:
Martech strategy
Platform integration & admin
Custom tooling
Data strategy & architecture
Data engineering
Data workflows and pipelines
Data quality and governance

2 - Strategy Operations
Annual planning
Finance & budgeting
Goal setting
Rhythm of the business
Org design
Internal communications
Executive support
Special projects

3 - Enablement and PMO
Process design
Tool adoption
Large cross-fxn projects
Campaign execution
Agency management
Resource management
Project prioritization

4 - Marketing Business Intelligence and Insights
Reporting & dashboards
Marketing ROI
Attribution
Campaign performance
Business need identification
Data science
Marketing analytics
Marketing insights