Today’s B2B CMO is working in uncharted territory. Customers and prospects are now using digital platforms to move through their buying journeys and because of that the market has shifted dramatically. CMOs now have new responsibilities and stressors. There are new opportunities to step up from button pushers to strategic contributors and enablers.
But how do you move into the strategic marketing operations function? You must first understand what the strategic marketing operations function is and why it has come about.
Some CMOs try to tackle the new challenges of the digital landscape with a sub-optimal operations organization. Then there are those who approach it with the strong foundation of a strategic marketing operations function. These are the CMOs who change the perception of marketing within their company.
There are definite differences between a regular marketing operations organization and a strategic marketing organization.
A regular marketing operations group strives to achieve operational goals. It does this through people, process, technology and data. Overall, it works to improve marketing’s efficiency and effectiveness. There’s nothing wrong with this.
However, a strategic marketing operations group strives to achieve strategic goals, including:
- Enabling digital transformation
- Adopting business accountability by driving revenue and growth
- Leading customer centricity
A strategic marketing operations group still uses people, processes, technology and data to accomplish its goals. And it still works to improve the efficiency and effectiveness of marketing as a whole. But its goals are now a step beyond a regular marketing operations group.
A regular marketing operations group will have a reactive strategy creation formula while a strategic marketing operations group will have a proactive strategy creation formula. The strategic marketing operations group acts as a change agent within its firm.
Let us take, for example, the challenge of digital transformation. It is no longer a “nice to have” initiative. Because customers and prospects function almost entirely on a digital spectrum, digital transformation is now an imperative.
The good news is that marketing has already been engaging in digital transformation since before it was a necessity. When marketing began using marketing automation and other marketing technologies, it ushered in early use of digital technology.
The rise of the strategic marketing operations function (in response to the need for marketing to transform digitally) is in a prime position to help with digital transformation across the entire firm. In fact, marketing’s early adoption of digital technology is becoming a proof point for digital transformation across entire firms.
A strategic marketing operations organization will use technology and data to create new business models to help marketing respond to a rapidly changing business environment. This jumpstarts the time it takes to digitally transform a company. As the core of the digital transformation team, marketing can now provide invaluable lessons learned around technology, data and processes, including:
- How to assess and buy technology
- How to integrate and knowledge of integration issues
- How to work with data
- How to drive use of technology
- How to measure the impact of technology
- How to optimize processes
- How to manage the change to digital
A firm beginning the journey of digital transformation would do well to include members of the strategic marketing operations leadership team.
This is just one example of how a strategic marketing operations function can help enact change and relieve pressure in a firm. To learn more about the strategic marketing operations function, join us for our free webinar, Wednesday, November 7th at 2 PMET. Debbie Qaqish, nationally recognized writer, speaker, thought leader and innovator will be presenting on:
- The rise of the strategic marketing operations function
- The three main challenges facing CMOs today
- Working definitions of Marketing Operations
- The Marketing Operations Maturity Model
- Case Studies related to strategic marketing operations
Debbie Qaqish is an expert in her field. Don’t miss this opportunity to hear her speak on the strategic marketing operations function. Click here to register now.