The MOPs Leader: Growing Your Ops Team, Breakdown of MOPs Responsibilities, and Much More...
In this edition:
Growing your ops team
Breakdown of MOPs responsibilities
20 key elements of a marketing plan
Which marketing channel is best?
Which part of marketing ops takes the most time
For Paid Subscribers: VIDEO - How to create an impact-effort matrix specifically for marketing ops
NOTE: LXA’s Essentials of Marketing Ops Course is back! Learn about this awesome marketing ops class here.
Leaders give advice on how to grow your marketing operations team.
1. What is the biggest blocker to marketing ops team growth? Budget.
2. Managing up is key - consistently share with leaders the types of challenges you face and what you can do with additional investment.
3. Big reminder - always invest in people before tools.
4. Educating your company about marketing operations is critical: explain your team’s mission statement, principles, what value your drive, and what constraints you are working with.
5. Publish this info on the company intranet or wiki.
6. When you ask for additional investment, start small. Try asking for an intern to help with projects or a small pool of funds for third-party support.
7. Remember, the amount of time you allocate to internal communication grows proportionally with the size of your organization.
8. Self-service marketing ops might be a solution to scale, but your company's marketers need the skills to support it.
9. One way to build a team is to have each member have general marketing ops skills but then specialize in a specific function of marketing ops.
10. Remember that your people are looking for three things for fulfillment: mastery, autonomy, and purpose.
Understanding Marketing Ops Manager Roles
The breakdown of marketing ops responsibilities can vary greatly, depending on the type of marketing ops role you play. Below are three different breakdowns for a marketing operations manager:
𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗢𝗽𝘀 𝗠𝗮𝗻𝗮𝗴𝗲𝗿 (𝗧𝗲𝗰𝗵 𝗙𝗼𝗰𝘂𝘀)
System Admin 40%
Architecting 25%
Stakeholder Support 20%
Integrations 15%
𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗢𝗽𝘀 𝗠𝗮𝗻𝗮𝗴𝗲𝗿 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝗙𝗼𝗰𝘂𝘀
Building Campaigns 60%
Planning + Resourcing 15%
Optimization 15%
Process Design 10%
𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗢𝗽𝘀 𝗠𝗮𝗻𝗮𝗴𝗲𝗿 (𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗢𝗽𝘀 𝗙𝗼𝗰𝘂𝘀)
Budget Management 50%
Planning 25%
Rhythm of the Business 15%
Strategy Consulting 10%
20 Elements of a Marketing Plan You Need to Get Right
Here are 20 elements of a marketing plan that you need to get right:
1. Market research and analysis
2. Situational analysis (historical + competition)
3. Company goals
4. Marketing goals (roll up to company goals)
5. Marketing strategies
6. Target Audience
7. Positioning and messaging
8. Product and services direction and definition
9. Pricing and packaging
10. Sales and partner channel strategy
11. Product and services launches
12. Campaigns and programs
13. Marketing channels/vehicles (PR, trade shows, email, website etc)
14. Marketing calendar
15. Marketing org chart + responsibilities
16. Technology (Martech)
17. Budget allocation
18. Testing + experimentation
19. Metrics of achievement
20. Assumptions, dependencies, risks
Which marketing channel is the best?
Email marketing for the win!!
No more of this “email is dead,” “all I get is spam,” “email armageddon” nonsense.
Look, the truth is that email marketing, when delivering true value and when connected with other channels is beautiful, valuable, and results-driving. I really believe I built most of my career from it.
This is based on answers from real marketers, not doomsday forecasts.
The State of Cross-Channel Marketing Report by MoEngage and my favorite marketing cartoonist, Marketoonist, was created by surveying 730 B2C marketers sharing what works and what doesn’t when it comes to real-life cross-channel marketing.
Poll of the Day: What occupies most of marketing ops time?
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