Everything You Need to Know About Marketing Operations in One Place

我最喜欢的电影之一是School of Rock," which also happens to be one of 2003's best films. In the movie, Jack Black poses as a substitute teacher at a private school, and, after noticing the students are musically talented, he turns the 10-year-olds into a fully-fledged rock band.

在为学生分配角色时，他接近班主任，并认为她的乐队经理是因为她具有帮助乐队顺利进行的组织技能。他说：“夏天，您负责整个事情。”

当我想到营销业务时，我会想到这句话 - 没有团队，依靠技术的企业将拥有不太无关的经验，从而履行职责。在这篇文章中，了解有关营销业务的更多信息，以及为什么这些团队对企业至关重要。

什么是营销业务？

Marketing ops enable the greater marketing team to run efficiently. They also can scale their operations as the company grows larger.

从数据报告到战略实施，涉及营销运营的人员保持一致和优化所有流程，以建立加强和支持营销工作的基础，并通过实施系统来更轻松地实现目标，以确保营销人员最能有能力成功地取得成功职位。

Marketing ops can be considered a crucial element of your business, and below we’ll discuss why.

Why is marketing operations important?

没有营销运营，营销团队很难有效完成基本活动。

例如，由于技术对于执行大多数营销任务是必要的，因此一个团队来管理该技术的复杂性并确保其工作原理也是必要的 -这正是营销行动是什么.

Here are some examples of situations that can be rectified by having a marketing operations team:

• 您的投资marketing technologydon’t provide the solutions you thought they would.
• 您想简化数据报告和指标跟踪以了解ROI。
• 策略执行是一个及时的过程，您想降低从头到尾所需的时间。

At HubSpot, the marketing ops team is responsible for supporting the systems and processes that enable the marketing team to perform optimally in their roles. This includes everything from permissions, conversational marketing, user data, forms, and email operations.

营销OPS团队运作良好的基本功能是适当的管理。因此，在下一节中，我们将讨论营销行动管理及其所需的内容。

Marketing Operations Management

Marketing operations management creates the framework for how marketing ops and teams do their jobs. This management will make strategic decisions on marketing activities and develop an optimized strategy that dictates beginning to end systems that will contribute to success.

作为参考，营销运营是processof strategizing and optimizing, while marketing ops management defineshowthat strategizing and optimizing will happen.

Since marketing operations management aims to increase efficiency, ops teams often have a hand in content planning and campaign analysis. Now that we understand what marketing ops is and what they do let's talk about the details of a marketing ops strategy.

营销运营策略

营销行动团队成员需要拥有广泛的技能。该部门处理的一些典型活动包括电子邮件操作，系统分析，客户数据和营销，用户操作以及潜在客户旋转。

All of these roles come together to align the process and platforms needed to carry out marketing tasks for the greater marketing team.

When thinking about a marketing ops strategy, think about the problems the marketing ops team needs to solve. For instance, it's common for marketing operations strategies to solve the needs of customers, stakeholders, and the employees of your company.

在下面，我们将介绍如何为自己的业务创建营销运营策略。

1. Identify what you want your operations strategy to accomplish for stakeholders.

The first step in defining a marketing ops strategy is outlining significant goals. For instance, your marketing ops team might decide to send email marketing messages, enabling sales to source quality leads, and identifying key marketers to execute that process are three goals they have for quarter one.

When you identify those major goals, make sure you also determine which stakeholders you are targeting. You might be targeting one group or many, but being clear about who you're planning for will make sure your plan is actionable and valuable.

2. Determine actionable steps in your plan that will help you reach your goals.

Then, the team would look at how these tasks would help them complete their goals. For instance, the team would ask themselves,"How will enabling teams to effectively send email marketing help us reach our goals?"and estimate with an answer such as,"We should see a decrease in email churn rate."

确定这些步骤将有助于您的营销操作团队在完成任务时保持井井有条。此外，通过概述这些步骤，您的团队可以弄清楚需要做什么以及获得成功所需的资源。bob体育苹果系统下载安装

3.找出一个可衡量的指标，以确定策略的成功。

The next step in strategizing is to identify how the team would measure the success of the project. In this example, the team might conclude,"We will calculate churn by dividing the number of contacts who unsubscribed from emails in a month by the number of unique email recipients in a month."

When you figure out a measurable metric, you'll be able to keep track of the strategy's success as your team works through the plan. The metric will remind your team of the goal you want to accomplish and what stakeholders want to see as a result of your plan.

4. If needed, communicate how colleagues can take part in refining your strategy.

With the goal and measuring metric identified, your next step is to outline what this change would mean for affected colleagues, such as the team members who create and distribute email marketing messages.

The team might conclude that“营销人员可以期望更轻松的电子邮件指南过程，一种更有效的格式，并收到表格，以提供有关如何实现这一目标的意见。”

5. Assign team members to specific tasks that will contribute to the completion of your goals.

设置该设置，营销OPS团队的下一步是分配团队成员特定的任务，以帮助他们实现目标。例如，一个团队成员可能负责重新定义电子邮件营销联系人列表。另一个可能负责审核当前的工作流程以进行电子邮件营销。

当团队成员完成这些任务时，他们将在集中式空间中检查它们，以便整个团队可以对项目的状态保持最新状态。

Marketing operations teams are equally effective with their strategies and management capabilities as Summer's character in "School of Rock." With her processes, the group was able to obtain their own rehearsal space and offer music classes.

营销行动可以提出提高客户满意度并减轻营销人员工作的方法。他们的策略使营销活动和职责可供所有人使用，因此，这是业务的重要组成部分。