Technology enables the customer experience, but it requires people, processes, and governance to ensure technology does what it’s supposed to do. The failure to establish guidelines for how business units might pilot new technologies, how data will be shared across the organization, or which capabilities will be managed in-house versus by external agencies and partners could result in a patchwork of efforts across the enterprise that sow confusion and hamper attempts to scale.
Marketing operations department can implement the right processes and governance in this case. Below you can see #4 big objectives that marketing operations needs to keep in mind while developing the right processes and governance for your marketing department.
#1 Improve Marketing Agility
Greater control and agility allows organizations to alter workflows and re-use or customize them as necessary. Through this, marketing processes become more responsive through the structure that entails precise documentation of the steps involved in a certain process. The defined knowledge allows organizations to comprehend the possible impact of change on marketing processes. An organization that has knowledge of the effects of process modifications is more open to options that could improve profitability.
#2 Reduce Costs and Driving Higher Revenues
Having the right marketing operations guys in your business can trim down the costs associated to business process execution. More enhanced processes and productivity of the workforce makes it possible. Hence, employing the right Marketing Operations Manager in the organization can significantly deliver positive results.
The decline in operational costs, may not be visible right away, but eradicating bottlenecks would cause remarkable improvements. For instance, this could reduce lead time that can have a positive effect on how the organization sells the products. This may also mean that consumers will have more access to the services and products in unity to their needs within the shortest time possible. Thus, organizations will have more market demand, which is followed by more elevated sales and improvement in terms of revenue.
#3 Generate Higher Efficiency
This potential benefit is brought by the integration of organization processes from start to finish. Process owners are automatically alerted every time they hand out responsibilities to its individual members. This leads to more proficient monitoring of delays or reallocating tasks among the members. Therefore, Marketing Operations aids in eliminating bottlenecks and reducing lead time in terms of implementing and enhancing marketing processes.
Marketing Operations also results to optimization of processes through the removal of any redundant tasks and implementing automation to reduce the possibility of rework and errors. This quality and more has attracted organization leaders to deploy favorable Marketing processes not only to maximize returns, but also align the organization objectives with its processes.
#4 Gain Better Visibility
Essentially, Marketing Operations makes use of refined marketing software programs in order to make process automation possible. These programs allow process owners to keep track of performance and see how the marketing processes function in terms of real time. The automation of processes discloses how processes are working without the need of extensive labor and monitoring techniques. Enhanced transparency allows management gain a better understanding of their processes. These things allow the management to modify structures and processes efficiently while keeping track of outcomes.