5 Core Marketing Operations Processes to Master

If you are lucky enough to have a marketing operations function at your organization, then you know that an important part of their job is in defining, documenting and refining the core processes that keep the machinery of marketing running well. Let’s narrow the discussion to the top five processes, and cover each of the five in more detail in subsequent posts.

4. Campaign Development Process

One might ask, why do I need a campaign development process. And in truth if all your campaigns look like this you may not: Simple Marketing Operations Process Diagram

But what if your campaigns look like this: Modern Marketing Operations Process Diagram

I.e. they are multichannel, have lots of touch points, offers, landing pages, ad copy, graphics, emails, etc. To coordinate this and launch flawless campaigns you need a defined campaign development process that outlines the roles and expectations for every player involved. Your campaign development process, however simple, will probably contain these stages and definitions for how the campaign transitions from one stage to the next:

  • Concept
  • Design
  • Development
  • Testing
  • QA
  • Deploy
  • Report

5. Content Development Process

Content operations is responsible for the optimization of all things content including strategy, ideation, storage, curation and measurement housed in a central location and supported by a content operations platform such as Kapost. A core value of content operations is the streamlining of content development and production. The content development process is likely to have components such as:

  • Content calendar: location, owners, updates, communications, and alignment to campaign calendar
  • Subject Matter Experts (SME) identification, documenting their expertise, preferred medium and availability
  • Content architecture: lists and management of all the things that have to be developed in addition to the core content in order to promote it such as email, landing page, and blog copy; graphics, ad copy, display ads, etc.
  • Requirements for content engagement tracking and reporting

Next Steps

So those are my top five Revenue Marketing processes. Would you prioritize something else higher than one of these? Are you attending to all of them today? If you are missing one or more of these, here is the priority order I would recommend for getting basic coverage in all of these areas:

  1. Tackle lead management first. It doesn’t have to be perfect, but if you don’t have some process here how can you track marketing influence on revenues? If you cannot show marketing impact on the bottom line yet, nothing else is going to matter.
  2. Tackle data management as soon as you can. Once you start the reporting you will see all the holes in your existing processes, and the quality of the data. With poor data all your campaigns and content will be for naught. This is not a one time effort, it is a discipline. Put the processes in place to keep the data clean and monitor and report on data quality regularly.
  3. Reporting and analytics. Don’t expect what you don’t inspect, right? Put in place the basic reporting to help your marketing managers make better decisions and spend your program budget wisely. Do not start with the marketing vanity reports.
  4. Get going on a simple content development process. New, great content takes longer to develop than most folks realize. Start the content calendar immediately so you can line up the resources and get specific content development into their quarterly goals!
  5. Treat campaigns just like you would product development. Create a product development lifecycle for campaigns, train some project managers specifically for doing multi-channel campaign project management. If you are at a larger firm, get a traffic manager to help with all the content – don’t burden the campaign project managers with it. If you want flawless campaigns, train up a core team in the campaign development process, and direct all campaign work to them.

In the next post on our Revenue Marketing journey we will discuss the lead management process in more detail, why the single funnel view is wrong and under-reports the true influence of marketing on revenue. As always, I welcome your insights in the comments section below or email me directly at kevin@pedowitzgroup.com.

Author: Kevin Joyce

Kevin Joyce is VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.

Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at kevin@pedowitzgroup.com. Download TPG’s new white paper: "TPG ONE: A New Approach to the Customer Journey."

2 thoughts on “5 Core Marketing Operations Processes to Master”

  1. Nice post, Marketing Operations is responsible for overall marketing program like Marketing data, Marketing tools, Marketing channel and Basic requirement for Marketing.

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