I often get confused looks when I describe my profession. “Marketing Operations” is a rather generic term for anyone who isn’t already exposed to it. It gets even trickier and we get more specialization within it, where one marketing ops professional may look and act completely different from another.
I like to break ops into two purposes intertwined.
- Ownership of the technology and systems that make a modern marketing team run.
- And the insights to know whether activities using those tools are working or treading water.
You can’t have one without the other – a great tech stack and process is a great waste of time if you can’t articulate the insights on how it is working. And we all know how far you’ll get with analyzing bad data from a shoddy system.