Let’s admit it – regardless of our occupations, we’re all in the business of sales. Every b-to-b organization seeks to grow, either by increasing its profitability or by achieving a larger revenue number. To support that growth, each function within the organization must align its functional goals so they holistically drive the organization’s objectives.
According to SiriusDecisions’ 2016 CMO study, more CMOs are investing in the marketing operations discipline to operationalize the marketing vision. To be successful, marketing operations must align its goals with those of the marketing function, which, in turn, should be aligned with the sales objectives and organizational objectives. If the organization’s objectives include growing revenue, marketing operations must also learn how to contribute to revenue growth.
Marketing operations plays an important role in driving the marketing strategy to fruition and partnering with sales to contribute to revenue attainment. Marketing operations can take three actions immediately to increase ROI for the business and better enable sales:
Using the key focus areas of marketing operations functions, including planning, measurement and data management, marketing operations can enable sales and the business to achieve its goals. How does your marketing operations function help drive sales?