Process is one of the four pillars of high performing organizations. All functions within your organization run on process and Marketing is no exception. Processes capture the sequence of interdependent and linked procedures used to convert some type of input (typically Marketing inputs take the form of data) into an output.

There’s a lot of moving parts that go into successful Marketing–a myriad of gears need to turn in unison to achieve the desired results. These include the proper use of data and analytics, optimized marketing workflow processes, applicable performance enhancing systems and tools, and operational processes that facilitate alignment, planning, measurement, and reporting.

These are the instruments, or the gears, of Marketing Operations (Marketing Ops). Successful Marketing Ops integrate processes, technology and performance management to help run the Marketing organization as a fully-accountable part of any business. Marketing Ops is a key driver for ensuring marketing operates as a Center of Excellence.

It is critical to map your marketing workflow, performance management and measurement processes, select your systems and tools and design your marketing operations function. We’ve collected a number of resources to help you with this effort.

White Papers

• Marketing Technology: Power Tools for Optimizing Performance & Agility
• Marketing Operations: Enabling Marketing Centers of Excellence
• Winning With MPM: Six Best Practices to Improve Marketing Effectiveness
• The Role of Marketing Operations in Improving Marketing Performance
• Measuring Beyond the Lead to Drive Revenue
• Five Steps to Improve Your Marketing Accountability
• The Path to Better Marketing Results: 2012 MPM Survey Highlights

Case Studies

• Case Study 25: MarketStrength Audit™ Guides Company’s Marketing to the Next Level
• Case Study 17: Educational Program Invigorates Marketing Team To Continue Meeting Challenges of Dyna

Videos

• What is Performance Measurement and Management?
• The Measure of Marketing
• Measure Success
• Best Practices for Proving Marketing’s Value
• The Importance and Process of Setting Performance Targets
• Conquering the Marketing and Sales Divide to Accelerate Revenue
• Proving Marketing’s Value: Tangible Tools and Metrics for the 21st Century
• The Marketing Plan that Saves Time, Saves Money, and Boosts Sales
• Making the Business Case for Virtual Events
• Using Marketing Measurement for Continuous Improvement

Articles

• Marketing Technology: A Key Asset for Success
• 1-800 Marketing: Transitioning from Service Provider to Value Generator
• Marketing Operations: Pit Crew or Service Station?
• Power Tools-Pitfall or Potential for Precision?
• The Art of Controllership
• Data Chains Facilitate Marketing Performance Management
• Managing Marketing Content Across the Customer Lifecycle
• Five Fundamentals for Optimizing Marketing Stats with Measurement and Analytics
• Analytics: The Essential Ace in Every Hand
• Three Keys to Accelerating Marketing Measurement and A Fact-Based Culture
• Optimize Your Marketing Mix in a Multi-Channel World
• The Importance of Measuring the Effectiveness of Marketing
• Four Processes to Supercharge your Marketing Organization’s Performance
• Benchmarking: A Best-Practice for Improving Marketing Performance (Part 2)
• Tune Your Marketing Organization for Peak Performance
• From Managing Metrics to Managing Performance
• Modeling and Optimizing Your Marketing Mix
• Measures for Success How To Become a More Accountable Marketing Organization
• Marketing’s Missing Link
• Setting Performance Targets: The Ins and Outs in 10 Steps
• Tune Your Marketing Organization for Peak Performance
• Loss Analysis
• Measuring Only Marketing Activities Won’t Reveal the Return on Marketing Investment
• Measuring Marketing Performance: Making the Shift to Outcome-Based Metrics
• Making Your Way along the Marketing Metrics Continuum
• Does Your Marketing Organization Measure Up
• Dragons, Quests and Marketing Plans
• Put an End to Flying Blind: A Ten-Step Process for Creating a Go-to-Market Tactical Plan
• Cracking the Code on Marketing and Sales Alignment
• Improve Marketing and Sales Alignment and Your Company’s Revenue
• Marketing Audits Lead to Improved Marketing Performance
• Marketing Operations Challenges and Trends
• Bridging the Gap: Winning the Marketing Budget Battle
• Marketing Performance Excellence: What Sets Best-in-Class Marketers Apart
• Analytics and Marketing Operations: A One-Two Punch for Growth
• Improve Market Strategy by Thinking Outside In
• Is There An A From The CEO For Marketing In Your Future?
• Four Errors Marketers Make When Measuring Performance
• Tackling the “Too Hard To” Pile of Marketing Accountability
• The Role of Culture in the Marketing Accountability Journey
• The Science Side of Marketing and the Emergence of Marketing Operations
• If You Don’t Measure It, You Can’t Manage It
• Your Business Goals Beacon or Fog Bank
• Quality Marketing: Making Marketing More Strategic
• Bridging the Gap: Does Your Marketing Team Have the Right Stuff?
• Marketing Optimization for Maximum ROI
• Benchmarking to Improve Marketing Performance

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