Core Competencies of the Marketing Operations Leader

Core Competencies Of The Marketing Operations Leader With Eva Sharf

Eva Sharf

Attribution Analyst and Paid Media Manager

PRESENTER

Andrew Nguyen

Content Marketer

HOST

Welcome!

Marketing Operations: What We Think We Do

Marketing Operations: What We Really Do

Success In Marketing Operations

1. Be the marketing technology consultant

2. Execute like a scientist3. Deliver the right metrics

Us


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Our Organization

Us

● Alignment between sales and marketing against pipeline and revenue contribution

● Helping the organization become tech savvy

● Efficient and effective management of the sales and marketing funnel


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Us

Be The Marketing Technology Consultant

● Understand the value of your existing marketing technologies


● Understand the value of your existing marketing technologies

● Focus on Accountability and Lesson Learning when evaluating martech


Impact evaluation Cost/benefit analysis

Martech Evaluation Purpose: Accountability


Impact evaluation Cost/benefit analysis Needs assessment Process evaluation

Martech Evaluation Purpose: Accountability and Lesson Learning

● Make better use of the technology budget

When We Measure The Value Of Martech We...


● Provide teams with the right tools



● Provide teams with the right tools

● Become the martech consultant


You Have The Right Technology. Now What?

Execute Like A Scientist!

Present Your Research Findings

Present Your Research Findings

Always include:

● A clear path to greater ROI or efficiency

● The alternative options

● A comparison of short and long-term costs

and benefits

How do you deliver the best information?

Support a great customer experience

Actions Deliverables

Deliver key customer insights

Deliver The Right Metrics


Train the marketing team on understanding the data and how to use it to measure marketing performance


Deliver the key metrics to decision makers





Govern and implement well-designed analyses



Enable better decision making with key insights



Action Items To Get Us There

● Decide on the data warehouse (e.g. CRM vs. Marketing Automation)

● Ask stakeholders what kind of reporting and metrics would help in decision making

● Create role specific dashboards

We’ll Need The Core Marketing Technologies

● Channel analytics & web analytics

● Marketing Automation

● CRM

● Attribution

How Attribution Supports Marketing Operations Success

10%Other touchpoints

30% 30% 30%

W-Shaped

10%

22.5% 22.5% 22.5% 22.5%

Full-pathOther touchpoints


1. Be the marketing technology consultant2. Execute like a scientist3. Deliver the right metrics

[BONUS]

4. Implement the core marketing operations technologies

Poll Time

Any Questions?

Thank you!

Core Competencies of the Marketing Operations Leader

Data & Analytics

Transcript of Core Competencies of the Marketing Operations Leader