Marketing operations, or MOPS, is about planning, process, and measurement. It goes beyond project management to encompass the people, processes, technology and data that power a company’s overall marketing strategy.
Ultimately, MOPS should make businesses more efficient and able to adapt quickly to change. Indeed, Adobe 2021 Digital The trend report revealed that B2B organizations with defined MOPS functions are 53% more likely to outperform their peers in H2 2020.
But how exactly does MOPS help? To find answers, Econsultancy and Sojourn surveyed more than 350 senior executives in relevant roles at B2B companies with revenue over $165 million.
Data is only useful insofar as disparate teams can render it
The rapid digital acceleration seen in 2020 has further underscored the need for companies to break down the silos of business functions, especially when it comes to communication and collaboration between marketing and technology teams.
Interestingly, the Econsultancy and Sojourn survey found that 89% of companies with a defined MOPS unit say that “it helps marketing and technology work together.”
A key part of this relationship is data (or what MOPS allows organizations to do with it). MOPS enables companies to standardize data and information, leading 67% of respondents to agree that operations impact efficiency by “centralizing complex tasks around data processing and providing a single source of truth”.
Improve technology vendor management
Vendor management is critical to strong marketing operations, especially as the number of IT or technology vendor portfolios continues to grow. According to a study 2019 by Netskope, companies can work with more than 120 cloud services, each requiring different degrees of integration.
MOPS enables companies to streamline and improve supplier management. In fact, 73% of survey respondents said it “simplifies interaction with technology vendors and internal technology/IT stakeholders,” with MOPS organizations also twice as likely to assess vendor management capabilities twice as effective as their peers.
Greater efficiency in this area is usually achieved through the standardization of processes, such as negotiation, capping price increases and defining key performance indicators.
MOPS can stop funnel leakage
Another high performance area is lead generation. Again, this is largely a matter of marketing alignment with other teams, as MOPS helps establish common metrics and technology with sales.
MOPS companies are 47% more effective at managing funnel leaks, preventing leads from getting lost or dropping out. In this way, MOPS can help accurately forecast and increase revenue.
Not only can MOPS have an impact and improve efficiency in these three areas (and many more), but it takes these activities from a one-time activity to an “always-on” activity, which can ultimately have an impact. positive on broader business outcomes.
In 2021 and beyond, it’s likely that we’ll see marketing operations mature into an essential part of many successful B2B businesses.