Marketing operations (or marketing ops) is a business function that manages an organization's marketing activities. It involves: - Marketing technology - Campaign planning - Process management - Strategic planning - Performance measurement - Data and analytics This function helps marketers target prospects. It can also generate leads and move customers through sales and marketing funnels. Marketers can achieve these goals by creating marketing campaigns. They can also use marketing automation tools and engage with prospects at various points in the marketing cycle.
What Small and Midsize Businesses Need to Know About Marketing Operations
Even though SMBs typically have fewer marketing resources than bigger companies, they often use marketing operations to identify and nurture potential customers. Some of these businesses need to market products and services because they don't have the reputation or brand awareness of larger, more established organizations.