What is a Marketing Operations Maturity Model?
Marketing operations as an organization is still in
its infancy. As such, it is characterized by many
variations and a set of best practices that are still
forming. Looking at marketing operations as an
organizational capability is key to its full adoption
by an organization. I define an organizational
capability as the skills, processes, tools, and
technologies used by people in an organization to
drive meaningful business results. A capability is
developed over time through training, education,
process optimization, applied expertise, experience
and demonstrated results in a particular discipline
of Revenue Marketing™. The priority of which
discipline and therefore which competencies and
capabilities that should be developed depend on
which is most valuable to develop in-house vs what
can be purchased or outsourced. At this time, I am
seeing aspects of marketing operations being
outsourced due to lack of skills in-house, but there
is a tremendous appetite to take this all in-house
because it is so key to marketing’s revenue success.
Based on my research into the market working with
clients and other companies I know, I have created
a 4-stage Marketing Operations Maturity Model.
As you review the model, think about where you
are and where you need to be.
The four types of MO groups (MOG) are Efficient,
Effective, Hub and Strategic.
Stage 1: Efficient MOG. Focuses on the use
and integration of current technologies along
with data hygiene. This type of MOG is also
an execution arm for campaigns and is all about
the tools and getting them into place.
Stage 2: Effective MOG. Focuses on using best
practices and key processes to improve overall
marketing operations effectiveness. This type
of MOG is also focused on data, metrics and
reporting. At this stage of maturity, the MOG
optimizes all key processes. Unicorns live here.
Stage 3: HUB MOG. Acts as the nucleus for
disparate groups including all parts of
marketing (including field, product, etc.), sales,
the customer, IT and finance. This type of MOG
provides insights and consulting that help guide
and improve business results. Unicorns li ve
here.
Stage 4: Strategic MOG. Includes a much
broader set of functions such as voice of the
customer, demand generation/demand center
elements and has Revenue Marketing type of
accountability. This type of MOG gives the
CMO a seat and a voice at the table. Unicorns
rule here.
As Principal Partner & Chief Strategy Officer of The
Pedowitz
Group,
Debbie
develops and manages global
client relationships and leads the
firm’s
thought
leadership
initiatives. She coined the term
“Revenue Marketer” in 2011
and she has been helping B2B
companies grow revenue by
applying strategy, technology
and process for over 30 years.
www.pedowitzgroup.com
Strictly Marketing Magazine May/June 2016
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