— 4 —
MOPS brings a methodical and holistic approach
to selecting and implementing (and utilizing)
technology. MOPS goes beyond impulsive technology
"shopping sprees" and vendor hype to ask the tough
questions: (1) what are the strategic requirements
of the business, (2) how does this tech serve
our strategic requirements, and (3) how do we
effectively implement and utilize this tech? MOPS
drives accountability, ensuring that whatever tech is
purchased gets utilized and has a clear strategy and
clear value proposition associated with it.
3. Organizations with a strong MOPS function have
stronger processes around their data. They're going
to have their systems better integrated and going to
understand how to use their data better. If you've got
a good data management and governance process,
you're going to get better data and better results from
your data. And with a richer understanding of your
customers, you can drive better marketing based on
monitoring results and adapting your campaigns and
engagement, making tweaks depending on what your
(better) data shows.
4. All of marketing is elevated by the MOPS function.
MOPS enables marketing leaders to present a set
of defined, accurate results to the senior leadership
team. In companies without MOPS maturity,
marketers might present their metrics and the rest
of the organization typically views those marketing
metrics as unrelated to the overall business. Who
really cares about CTRs and email opens (other than
marketers)? When you have a mature MOPS function,
the numbers marketers present mean something to the
overall business. The senior leadership pays attention
and you can talk to the organization about gaining more
budget in order to drive more pipeline and revenue.
MOPS helps create tighter alignment across the entire
organization, including marketing, sales, customer
service/success, product development, IT, and beyond.
MOPS, for example, engages in a formalized, ongoing
conversation with Sales about the number of leads
delivered, how many were rejected, how many were
accepted (and why), what's happening to improve those
numbers, who does what and when, and how all that
aligns with business outcomes.
A more scientific and data-driven MOPS function, one
that has a holistic view of how to generate demand
and turn that demand into pipeline and revenue, gives
marketing leaders a seat at the table in the C-suite
because they can speak the language of business.
Enjoy reading the report, and feel free to reach out to
us for more information and/or help with your own
organization!
Rebecca Le Grange,
Managing Partner
at Sojourn Solutions
Dan Vawter,
Managing Partner
at Sojourn Solutions
