How can you develop a marketing operations strategy from scratch?

First, you need to understand your business and your customers really well. What do you sell, who buys it, and why do they choose you? Then, set clear goals. What do you want your marketing to achieve? More sales, more website visitors, or more people talking about your brand? After that, decide on the tools and people you need. Do you need software to send emails or analyze data? Do you need to hire experts in social media or SEO? In the future, you might need to focus more on digital ads and less on billboards or flyers. Always think ahead and try to predict what will be the next big thing that could help you reach more customers or sell more products. That's how you build a marketing strategy that can grow and improve over time.

Before you even consider setting up demos or buying tools do the following: 1. Create a list of business questions you need to be able to answer with data. 2. Define your omni-channel marketing strategy. 3. Make a list of must-have functionality for marketing, sales, customer success, and any other stakeholder needs. 4. Provide real-life scenarios to vendors BEFORE they do a demo, and ask them to show you how their product supports your scenarios. 5. Don't buy a tool without assigning an owner and a champion. It's the only way to achieve successful adoption. 6. Involve your MOPs team from the very beginning.

I have seen companies invest time in the macro ‘SWOT’ analysis after the micro customer journey. Knowing your customer’s core awareness to buy decisions leads to more impactful marketing positioning and messaging. IMO marketers need to start with their customers before looking at the macro.

SWOT is a dated concept. It has to be connected with not only materiality but also current relevance. A strength that no one needs or cannot be monetized is as good as No strength.

Talk and Learn from your current and lost customers Along with customers that did Not choose your business. Find out the reasons for everything; Why they chose you, Why they chose your competitors, What they want from their suppliers. Take this information and build a presentation that responds to each element of the customer’s questions and desires.

Key metrics for a Marketing Operations Manager include Conversion Rates, Marketing Qualified Leads (MQL), Sales Qualified Leads (SQL), Cost Per Lead (CPL), Customer Acquisition Cost (CAC), Return on Investment (ROI), and Marketing Campaign Performance (e.g., click-through and open rates).

The best way to know what KPI's you should focus on depends on which strategy/objective you are following. Besides overall metrics like ROI (return on investement), ROAS (return on ad spend) or CAC (customer acquisition cost), you should also concentrate on Metrics unique to your strategy stage. For example if your campaign is targeting your "client" (weather it be b2b or b2c) in the "decision" stage you might want to take a closer look at the cpl and your conversation rate. Your metrics should always be adapted to your objective.

marketing and business objectives—improve lead generation, conversion, retention, or revenue. Choose KPIs like MQLs, CLV, or ROMI to measure progress. This ensures a focused, measurable, and time-bound approach, essential for effective marketing operations strategy.

All of the above are great points. Just would encourage managers Oops leaders should not take away too much of "in the market" or "with the customer " time away from the Frontline.

A successful strategy is once again to know your customer and to ensure that the data you have on your client base is as complete as possible to ensure that you keep on getting your ideal client. Your biggest value is your data, and the old adage of Garbage in-Garbage out is a real lifesaver. Tools such as Salesforce have built in CDD (Client due diligence) functions that ensure that the right data is loaded at inception, and with little to no coding you can use Salesforce to maintain that golden record you created on your client. From here in you will notice that analytics pulled, content management etc. Will flow more naturally and your conversion rates will be even more targeted, this also ensures that you stick to corporate governance.

Popular tools for marketing operations include HubSpot for overall marketing automation, Salesforce for customer relationship management, Google Analytics for web analytics, Marketo for lead management, Tableau for data visualization, and Hootsuite or Buffer for social media management.

Selecting the right tools and platforms is crucial for a successful MO strategy. Choose solutions aligned with your needs, budget, and resources. Integration with existing systems is key, considering scalability, security, and usability. Common tools include CRM, marketing automation, content management, analytics, and reporting, forming the technological backbone of your marketing operations.

Developing a marketing operations strategy from scratch involves several key steps: • Define Your Goals and Objectives: • Start by clarifying your marketing goals and objectives. What do you want to achieve? Consider factors like brand awareness, lead generation, customer retention, etc. • Understand Your Target Audience: • Conduct thorough market research to identify your target audience. Understand their needs, preferences, and behaviors. • Analyze Your Competition: • Study your competitors to identify gaps and opportunities in the market. • Create a Budget: • Determine your marketing budget, considering expenses for advertising, tools, personnel, and other resources. • Choose Marketing Channels:

To establish effective workflows and processes, start by mapping out your current process, identifying bottlenecks and inefficiencies. Then, standardize tasks, automate where possible, and implement project management tools like Asana or Trello. Regularly review processes and iterate for continuous improvement.

Your first ennemy is knowledge debt : - Centralise all information : any piece of data or knowledge which is not easily accessible by everyone is lost and wasted - Make sure everyone has the same level of training and information - Consider putting processes in place to train any new hire, and find relays in your teams that can also train those new people. Get trained, then train someone else !

To monitor and optimize performance as a marketing operator: 1. Set clear KPIs (Key Performance Indicators) related to goals. 2. Track campaigns using analytics tools. 3. Conduct A/B testing to refine strategies. 4. Stay updated with market trends. 5. Use customer feedback for improvement. 6. Regularly review and adjust budgets and resources.

Surround yourself with Experts in the required subject field. No one expects you to be a master of all fields, rather focus on your strengths. If your strength is business strategy, lead with tour strength and find a supplier/partner that has a skillset that is complemented by your strength. The biggest mistake one can make is to try to hack it by oneself, you will inevitably fail somewhere. Network with subject matter experts, build a community of field experts that will guide you through the inevitable challenges and don’t be afraid to pivot if something does not work, it is a dynamic continuous process.

In my experience knowing your target audience and what you want them to feel think problems you want solve for them and the work and you want to create all ply huge roles you can have a end design and plan backwards it seems to help a lot