How marketing ops improves ROI through campaign performance and budget management
“Marketing ops is the control center for your martech stack across all marketing activities to campaign performance and profitability,” said James Delande, BrandMaker’s Director of Product Marketing, at our recent MarTech conference. Businesses are improving their stacks and marketing ops teams with the overall goal of improving ROI.
“The integration [of marketing technology] with other applications…and the visibility and control you gain will provide you with the ability to make decisions on the fly,” Delande said.
For marketing operations to have the greatest impact company-wide, they need to be connected to other functions in the organization, including sales and finance. This allows campaigns and other marketing efforts to be monitored and measured.
One of the most important things to monitor is how marketing budgets are flowing around the the digital sphere, and how those funds are being converted into useful results, said Delande.
From there, campaigns can be optimized.
“We do this by making each member of the enterprise contribute to the whole to avoid either over- or under-utilization of your work resources,” Delande explained.
Ops can also coordinate the creation, customization and distribution of content around the world, he added. And this leads to better ROI.
More automation means fewer repetitive tasks that weigh down on a team.
“With integrated marketing operations, you can actually determine the ROI and be able to finally turn your cost center into a revenue generator,” Delande said. “Each process you improve is multiplied as it affects other processes contributing to a bigger impact in the marketplace.”
He added, “Marketing ops also provides a competitive advantage when you have the agility to make critical course corrections in real time.You gain a valid, valuable advantage over your competitors so it boosts team morale and performance.”
With everything connected in the org, marketing ops improves reporting capabilities, which leads to better campaign management.
“Before, a task like getting a report on the results of your campaigns in the last six months might take your team anywhere from a few days to potentially weeks, and by having an effective marketing ops deployment, that information flows across multiple stakeholders,” said Delande.
“It empowers marketing teams to plan, manage and run localized and optimized campaigns across all regions and channels for an aligned overall strategy,” he stated.
As a crucial part of this management, it’s important for marketing ops to have a single source of truth as a single depository for data. This could be a CRM, or even better, a CDP.
To further assist in campaign management, a digital asset management tool (DAM) will also be useful in allowing better control and strategy in the deployment and improvement of content.
“Finance and budget management allows organizations to plan, iterate, control and optimize budgets and spends aligned to their major strategic objectives,” said Delande. “This empowers CMOs, CFOs, and CEOs and their teams to optimize projects, saving time and money while improving efficiency, agility and performance.”
He added, “The improved agility allows you to allocate funds, allowing rapid budget shifts based on changing business goals.”
With this kind of visibility into campaigns and budgets, marketing ops can leverage best practices in high-performing campaigns, according to Delande.
Shifting budgets and goals, as a result of these insights, optimizes campaigns and delivers a higher ROI.
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