Companies running modern data-driven marketing operations need to construct a successful marketing operations team by putting together the right set of skills. To build a winning marketing operations team, one needs to assemble top talents in marketing. But finding and combining top talents and setting their roles and responsibilities based on the skillset can be challenging. One needs to do strategic planning by understanding team skill sets and delivery expertise.
Here are a few steps that will help you build a marketing operations team from scratch:
Set Marketing Goals and Overall Business Objectives
To lay the foundation of your new marketing operations, you need to have thoroughly planned and discussed business goals. Goals and objectives set primary outcomes and create measurable steps, and thus, building a marketing team based on these goals is more goal-driven and successful.
But to create a perfect goal, you need to have knowledge of how a marketing operation should function and what its capabilities should be. Once the marketing leader sets mission statements and sets an objective for marketing operations, it will guide the operation team in every action.
Create a Multi-Phased Plan
Organizations need to use a multi-phased strategy to construct a marketing operations team successfully. You cannot adopt strategies overnight with a dedicated marketing operation team. Building a multi-phased marketing operation team requires analyzing the gap in the MarTech stack and in-house team, establishing team members’ roles and duties, and developing the marketing operations team’s organizational structure. You need to identify all technologies currently in use, team members who own those platforms, how those tools are used, and what results are attainable by using those tools. It is important to find out how you can fill in your team’s skill gap and scale marketing operations.
Set Roles and Responsibilities
For the marketing operation team to function as a unified unit, it needs to have well-structured and defined roles in place. You need to assign who will take the ownership of various marketing-related processes and tools from the MarTech stack, who will take the role and duty of customizations and timely updates of the marketing automation platform, and who will be given access to critical technologies. You also need to keep track of how marketing team members interact and coordinate with other stakeholders of the organization.
Selection of Tools for MarTech
You need to understand MarTech vendors and industry advancement to build and manage the MarTech stack and make the optimum use of the budget. With innumerable options available today, marketers and businesses are spending much more in their bloated MarTech stack than they need. Ensure you are not using unnecessary tools and the one you are using integrates well and makes a useful stack. You need to show your team members how you can extract the utmost use and function from each marketing technology’s subscription. For this, you need to be well aware of all the features, integration capabilities, and limitations of each component of the marketing technology in place.
Organizations need to evolve with the changing MarTech landscape along with the marketing operations team. They need to be agile and capable of adjusting as per the changing situations.
