The rise of the marketing operations (MOPs) profession has driven efficiency, new capabilities and a much more analytical and process-driven approach to marketing. MOPs’ biggest area of impact has been the enablement of demand generation and customer acquisition.
To date, MOPs has primarily focused on what happens inside the organization. This includes the deployment and optimization of core marketing platforms such as the organization’s web site, marketing automation (MA) and CRM systems, as well as any analytics tools. MOPs is responsible for ensuring all these internal systems are applied and integrated to provide maximal efficiency, data insights and overall value to the business. Such requirements are pretty well understood by this point (there’s always room for improvement, of course).
But what about all the interactions, data and effort happening outside the organization, where discovering and engaging new prospects is essential to creating new customers?