Setting MOPs goals, full-stack marketers, unified Revops and more...
In this edition:
Tips on Setting Marketing Ops Goals
The Value of Full-Stack Marketers
Unified Revenue Ops Structure
For Paid Subscribers: Marketing Attribution Simplified
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Tips on Setting Marketing Ops Goals
The Value of Full-Stack Marketers
Full stack developers are among the highest paid engineers in the world.
Do you think it should be the same for full stack marketers?
A full stack developer can manage both front-end (customer-facing) and back-end (infrastructure) systems. These skills make them incredibly valuable.
What can a full stack marketer do?
They manage the front-end by crafting compelling customer journeys across social, email, website and more.
They manage back-end by designing marketing workflows, managing databases, and integrating systems to support critical business functions.
In short, they can manage set the strategy AND see through the execution.
And I think that makes them incredibly valuable.
Full stack marketers should be among the highest paid, greatly respected members of the marketing profession.
Unified Revenue Ops Structure
Revenue ops does not have to be sales ops rebranded.
After meeting so many great revops practitioners at the RevOps AF conference last week, I was inspired to put this together.
Revenue ops can be a unified model encompassing marketing ops, sales ops, and customer success ops.
A couple of notes about this model:
A. Deal desk is recommended, but can be replaced by a different function for more simple offerings.
B. The “systems” role and the “analyst” role can be a stand-alone function in some models.
C. Another spoke in this model could be project management or “PMO.”
D. Customer success operations usually exists is mid to large companies, as unfortunately CS ops is usually underfunded and an afterthought.
E. Marketing ops is missing budgeting and planning, which I have advocated for in earlier models.
F. The advantage of this structure is an objective, revenue-focused operations team dedicated to the top goals of the business.
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