How is Marketing Different from Marketing Operations?
Good Marketing without Marketing Operations will Fail to Produce Results
Marketing operations bring organization and efficiency to corporate communications and enable effective revenue strategy. 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 cares for all the audiences with which a company communicates to achieve business success including all the the underlying systems, tools, labor, process, and data integrations that support revenue production. This is where companies have to supplement their creative agencies for lead generation, sales validation, sales enablement, and customer marketing as the key ROI drivers for marketing operations.
57% of a purchase decision has already been made by a prospect before the first meeting with a B2B sales rep, citing the growing influence of digital presence and personal networks in the sales process.
Measuring the Value of Marketing Operations
Marketing Operations Key Performance Metrics
Measuring marketing performance is increasingly complex as multiple systems, skill sets, and providers are required to manage the complex nature of brand exposure in today’s marketplace. With all the new technologies also comes a lot of new data sources which do not necessarily support better decisions regarding marketing budget allocation because this data is usually analyzed with a high degree of bias. We often see marketing data being used by marketers to validate their work versus objectively analyzed to determine Return on Investment.
Here’s what you should know:
Both brand and message built solely from the marketing perspective will ultimately diminish the customer acquisition power of your identity. Customer-driven and sales-aligned identity will save you from costly rework and significant management headaches down the road.
Creating the content and brand is worthless if you don’t expose that identity to the RIGHT buying audiences. Marketing operations provide a process for assessing both quality and quantity of exposure as well as determine the return on investment for your marketing budget.
Once the right identity is exposed to the right audience with the appropriate level of detail, marketing operations enable the audience to take action and effectively engage with your sales process. Marketing operations cares for experience during the engagement process.
Our Marketing Operations Strategy
Your Revenue Production Process is Incomplete without Marketing Operations
Marketing operations organize the people, process, and data required to implement, evaluate, and integrate communications efforts tied to key performance indicators that drive evidence-based decision making with regards to budget, distribution, pricing, and positioning strategies. Equally important, it is marketing operations that allow 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.
What Our Clients are Saying…
The Financial Operations Model by Atomic Revenue was instrumental in gaining traction and generating revenue for our software service company. Throughout the process, our pricing structure was revised multiple times but more importantly, we grew a much better understanding of every fine detail in regards to what it cost us to provide our service and product. This perspective was crucial to making a variety of decisions about our product and how to best deliver it to the market. Continuing to use this financial model as a way to evaluate our operations has made it much easier to make evidence-based decisions on how to grow our company.
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Tara and Atomic Revenue were invaluable in our process to streamline multiple data points to provide and present the KPI reporting that really matters to Executive Management.
Marketing Operations Director, Enterprise Bank & Trust
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Atomic Revenue has greatly impacted my work experience at OMiga, by shortening my sales ramp-up period. Their sales tools have helped me communicate real value to the 17 new clients I have on-boarded since joining OMiga only 7 months ago. I appreciate OMiga’s understanding of the importance of putting the right infrastructure in place to allow me to be successful from the start. Atomic Revenue has worked with us to create highly compelling rationale on exactly why customers should buy from us.
Sales Executive, OMiga
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As good as I thought I was at sales and marketing, and I’ve been doing this for 20 years, I’ve learned through working with Atomic Revenue how little I actually knew about the integration of marketing and sales, and how much money I have wasted over the years. I look back at all the middle-market companies that I have worked for over the years and none of this revenue strategy is even on their radar.
CEO & Founder, Centerprism
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One of the most valuable outcomes of our engagement with Atomic Revenue has been the Impact Declarations. Now seeing how powerful they are in collateral it is clear why Value Propositions aren’t enough.
Co-Founder & CTO, Boosterville
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