The purpose of marketing operations is to increase marketing efficiency and organizational agility. Agile marketing organizations are able to adapt their marketing efforts, quickly and successfully, in response to changing customer behavior, market conditions and business direction to the benefit of improved market share or customer value.

ComStream Consulting helps your marketing organization to create value by primary focusing in using data to make market, customer, and product/service decisions that create value for customers and shareholders. Our consultants will guide and support your marketing teams to create value while optimizing the following key areas of Marketing Operations activities:

  • Alignment: Connect marketing activities and investments to business results, and take the alignment efforts beyond the sales function. Facilitate the alignment process and oversee the development of a customer-centric marketing plan that ensures that the marketing investment portfolio supports measurable marketing objectives that will have a direct impact on the business.
  • Accountability: Define a framework for establishing the metrics to measure and report on Marketing’s value, impact, and contribution. Manage the mechanics of measurement, perform the analysis, and publish the performance results. Marketing Operations translates marketing metrics into an actionable marketing dashboard that the leadership team and the marketing team can use to make strategic, tactical, and investment decisions.
  • Analytics: In today’s fact-based environment, data and analytics are table stakes. Marketing organizations need to be able to quickly synthesize data and gain actionable insights. Marketers need the analytical muscle to build and use models to make smart investments and strategic decisions. Marketing Ops constructs and maintains an environment that enables Marketing to better use data and analytics.
  • Automation: The technology available to help Marketing measure and report on performance is extensive and growing. From marketing resource management to business intelligence to data management systems to reporting platforms to scenario analysis tools, Marketing Ops selects, deploys, and manages the automation and technology infrastructure to support the department.
  • Alliances: Marketing Ops is the conduit between Marketing, Sales, Finance, and the executive team. It forms and manages these alliances so everyone on the team is “rowing in the same direction.” As part of its work, Marketing Ops should craft the operating level agreement that serves as the “rules and roles of engagement” for each of these partnerships and ensures that the liaisons from each group are included in appropriate meetings and decisions.
  • Assessment: Continuous improvement is at the heart of assessment and benchmarking. It can only be achieved within a culture where there is genuine concern, dedication, and a willingness among management and employees to improve. While the marketing executive sets the direction and vision for the team, Marketing Ops conducts the benchmarking and assessments to determine what standards, best-practices, processes, and skills are needed to help the marketing team realize its aspiration. Marketing Ops enables marketing organizations to become, and serve as, a center of excellence.