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RM-Center-of-Excellence-Part-2-TPG-WP

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The Pedowitz Group | pedowitzgroup.com | Call us at 855-REV-MKTG | @revenuemarketer Revenue Marketing Center of Excellence 2 The Pedowitz Group | pedowitzgroup.com | Call us at 855-REV-MKTG | @revenuemarketer The division of functions between Marketing Operations and Demand Generation is very clear in some cases and less clear in others. The guiding principal for determining where a team should live is based on whether they offer a service that is more infrastructural and supportive, or more day-to- day customer and prospect engagement related. Technology, data management, process and reporting/analytics are more infrastructure and support related rather than day-to- day engagement-program related, and therefore belong in Marketing Operations. Program and Campaign Management, utilization of technology, and QA & Testing are tied to day-to-day demand generation activities – and therefore sit squarely in the Demand Generation group. Campaign Services includes the left brain, technology power users who login to a technology every day to do their work They could be part of Operations if they also took on the technology admin functions, but if their role is primarily implementation of programs and campaigns, they are more closely tied to day-to-day Demand Generation. They are a resource used by field marketing and campaign management, and depend on the creative services team for content. These functions also interact with sales, field marketing, Digital and Content team, and Marketing Operations on a daily basis. Marketing Operations A charter of the Marketing Operations group should look something like this: Optimize marketing effectiveness with leading-edge technology, optimized process, clean and current data, and rigorous analysis.

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