Nuban Institute

What Are Marketing Operations?

a scalable content promotion process for agencies

Marketing operations are the behind-the scenes procedures that support and enhance marketing teams and campaigns. They’re not as flashy as your company’s award-winning TV spots or interactive digital advertisements, but they’re the underlying element which helps marketers achieve their business goals and increase their effectiveness over time.

The term “marketing operation” is used to describe a process that involves creating and maintaining marketing materials, including collateral such as data management, collateral, and reporting, and integrating them into your business. It can also encompass a broad range of activities, such as project management and data analytics IT support, as well as other administrative functions.

Modern marketing teams operate across multiple disciplines such as sales, design and development. This means that a variety of processes and systems need to be linked to ensure that marketing teams provide appropriate content to right target audience at the right time to meet business goals.

The job entails a large amount of establishing and improving the marketing tech stacks to simplify things and help the team reach their goals more quickly. Common tasks include managing marketing technology stacks, evaluation and approval platforms and content management systems.

It is much easier for marketing teams to reach their goals when they have clear, well-defined processes in place. It allows them to share their marketing strategies with their internal people and gives everyone a clear understanding of what is expected from them. It lets marketing teams set goals that are SMART. They are Specific, Measurable and Attainable. Time-bound (SMART) and they can create realistic timelines for campaigns and projects.

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