Marketing Operations: Your Key to Streamlining Silos and Getting Growth

Author: Nate Vickery / Source: Marketing Insider Group Businesses have always traditionally kept their departments separate, especially l

Author: Nate Vickery / Source: Marketing Insider Group

Businesses have always traditionally kept their departments separate, especially larger firms, but many departments can work much more effectively when brought together. As a business, you have overall goals and every department within your business should be working towards these goals. This is much easier when they are able to effectively work together, while developments in technology and processes can facilitate this relationship.

Let’s take marketing and sales as an obvious example. Historically, there has been a clear division between these two departments, despite lead generation and website traffic being critical success factors for both business functions. However, the technology driven nature of almost every aspect of modern business and the cohesive way in which most technology works means it can be used to bring departments together.

Marketing operations is an exciting emerging field that has been gathering momentum due to the direct impact it has on a business’ ability to drive tangible and measurable ROI. It systematically organises your strategy and processes, both through technology and in line with business activities outside of the marketing department. Efficient marketing operations is key to synergising the whole business and achieving your core goals.

Tackling Marketing Department Fragmentation

Inter-departmental fragmentation is often talked about, but intra-departmental silos are often ignored. For example, within your marketing department there may be further separation and discord. Different marketing functions may operate in isolation with no wider connection to strategy, data may be mishandled or stored in different formats and in separate locations. Lack of communication too plays a key role in keeping what should be a cohesive connected department apart.

Technology can be instrumental in ensuring these fragmented processes are brought together. The goals within your marketing department may differ but they can be centralised and as marketing technologies are recognised as key to this process, it is important you understand their relevance. Over 4,000 companies now have an investment in marketing technology, and it is a growing industry, which all businesses can benefit from.