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2019 Marketing Operations Maturity Benchmarking Report
2. Executive
Summary
Marketing operations (MOPS) has developed
to balance the instability, complexity and rapid
change that define modern marketing. High
performing companies rely on their operations
function to provide the foundation from which
the rest of the marketing division can operate.
The 2019 Marketing Operations Maturity
Benchmarking Report looks at what businesses
have achieved in marketing operations and
where there is room to develop. This report was
produced by Econsultancy in partnership with
Sojourn Solutions, and is based on a survey of
171 senior executives familiar with marketing
operations, at business to business companies
with 2018 revenues in excess of $250 million.
Throughout this report, respondents are
divided into top performers, the one-third
of organizations that reported having
exceeded their top 2018 marketing goal and
the mainstream, comprising the remaining
two-thirds of the sample. Their common
priorities can help leaders identify where
to invest time and money. Their differences
highlight the effects and importance
of marketing operations initiatives.
The study's benchmarks fall into the
categories of strategy, talent/skills, processes
for data/leads, processes for marketing,
technology and customer knowledge.
