Marketing operations bring organization and efficiency to corporate communications and enable effective revenue strategy. Marketing establishes corporate identity, then manages exposure of that identity to create engagement or interest in a company.
Identity + Exposure = Engagement
Marketing by common misconception, and common industry practice, solely addresses the functional creation of outward facing company communications to the targeted buyer audience. In contrast, marketing operations care for all the audiences with which a company communicates to achieve business success. Those audiences may include current and prospective customers, media, investors, analysts, industry peers, channel partners, vendors, and employees.
Marketing operations organize the people, process and data required to implement, evaluate, and integrate communications efforts tied to key performance indicators. Working in marketing operations as small business marketing consultants enables us to provide evidence-based decision making with regards to budget, distribution, pricing, and positioning strategies. Equally important, it is marketing operations that allows growing businesses to effectively capitalize on new opportunities, respond to changing markets, adapt to competitive landscapes, and develop a strong commercialization strategy.
Although branding, digital marketing, advertising, public relations, market research, and event planning remain core elements of a marketing plan, marketing operations integrate these tactics with sales operations and customer success as a comprehensive revenue strategy.