The Marketing Ops Leader Newsletter: 12 Actions You Can Take Today
In this edition:
12 Marketing Ops Actions You Can Take Today
How to Drive Efficiency in Marketing
What is Servant Leadership?
The Difference Between Marketing Attribution, Marketing Analytics and Marketing Reporting
Empowering Success: Navigating the Art of Marketing Operations in Our Community
Important! Join Thao Ngo and I as we host a marketing ops town hall on Dec. 13 to talk about the new pillars of marketing operations and the future of marketing operations. Sign up here.
12 Marketing Ops Actions You Can Take Today
I really appreciate practical, actionable advice that can be implemented the next day.
Here is a list of steps you can take, try to implement at least 3 in the next 3 weeks and you’ll have dramatically improved your ops function.
They are broken into effort categories of small, medium, large.
How to Drive Efficiency in Marketing
Driving efficiency in marketing is not about “being able to send more emails.” Driving efficiency is about removing tedious tasks and streamlining processes so marketers can spend more time on strategic and creative work.
Ways to drive efficiency:
Automate manual tasks
Remove or combine steps in processes
Standardize/Templatize work (don’t reinvent the wheel each time)
Enable self-service and enablement
Stop doing projects that add little business value
Doing these things will make your marketing team more agile and ready to take advantage of growth opportunities during the year.
What is Servant Leadership?
I’m a big proponent of SERVANT LEADERSHIP. Servant leadership means serving your team by helping them develop and grow. But many confuse servant leadership with this idea of “protecting the team.” They protect their teams from hardship, from any stress, from difficulty, and will sometimes sacrifice their nights and weekends to make sure their team is happy. That is not servant leadership. That is doing a disservice to your team and your organization. This hinders your team from becoming resourceful, from learning to become leaders, and from the fulfillment of figuring out challenging problems and coming out on top.
Servant leaders know their team’s actual needs are meaningful work, an opportunity to grow (including growing comp), and a trusting team dynamic. You don’t accomplish that by catering to their every need.
You do that by:
Setting clear targets Insisting on a high-performance bar
Regular coaching
Removing roadblocks (getting them unstuck)
Helping them create a personal plan for growth
This is how you serve your team in the long run, though it may be difficult in the short run.
The Difference Between Marketing Attribution, Marketing Analytics and Marketing Reporting
Marketing attribution is not the same as marketing reporting. Marketing reporting is not the same as marketing analytics. Many marketers around the world are confused about this. This guide should help.
Marketing attribution is assigning value to actions (campaigns, events, touchpoints) in order to optimize the mix of marketing efforts for conversions and sales. There are two types: (1) single-touch attribution, which assigns all of the credit of a conversion to a single event (such as the original source of the lead or the last campaign prior to conversion) and (2) multi-touch attribution which assigns credit to each touchpoint leading up to a conversion.
Marketing analytics is the practice of analyzing marketing data. In marketing analytics, you are discovering, interpreting, and communicating patterns in marketing data. When you are comparing the open rates across all your campaigns, you are performing marketing analytics. When you are looking for similarities in successful events you are performing marketing analytics.
Marketing reporting is a document describing the results of marketing activities. At the highest level, this is marketing’s contribution to revenue. At lower levels this can be the results of a single campaign, such as opens, clicks, and conversions.
Put another way:
A marketer can use marketing attribution to create a chart showing which campaigns are more effective in driving conversions. This chart is a single report in the collection of reports that make up marketing reporting. When the marketer looks at reports (or any other data) to try to identify patterns (insights), they are practicing marketing analytics.
An important idea to consider…
I fell in love with marketing ops when I found that I could integrate and configure technology to solve problems.
I became effective at marketing ops when I learned how to pick the right problems to solve.
Connect with me
The Marketing Operations Leader newsletter has two purposes:
help you lead the function of executing great marketing at your organization and
inspire you to lead and shape the future of this exciting profession.