Marketing operations (MO) as a dedicated, funded and strategic capability has exploded across B2B marketing organizations. Due to traditional marketing’s poor response to changes in technology, use of data for decision marketing and customer behavior, the marketing operations function isn’t just filling the gap, but it’s creating a competitive advantage for organizations through enabling change and revenue results from marketing.
It seems here is a pretty large difference in companies of all sizes with a marketing operations team, and those who don’t. It seems that most of the businesses that have their own operations team usually has the ability to have and achieve revenue targets. The companies that don’t have a such a team lag in terms of the revenue marketing journey.