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2019 Marketing Operations Maturity Benchmarking Report
Figure 1. Markets and customers are changing for virtually all B2B companies 11
Figure 2. Defining top performers and the mainstream 13
Figure 3. Marketing alignment with key business outcomes 14
Figure 4. Sales and marketing alignm 14
Figure 5. Effectiveness of marketing leadership in managing change 15
Figure 6. MOPs has the necessary knowledge and skills 16
Figure 7. MOPs alignment with the wider organization 16
Figure 8. MOPs talent management 17
Figure 9. Data management process efficacy 18
Figure 10. Lead management process efficacy 18
Figure 11. Funnel management process efficacy 19
Figure 12. Measurement process efficacy 19
Figure 13. Campaign management process efficacy 20
Figure 14. Demand generation process alignment 20
Figure 15. Use of account based marketing (ABM) 21
Figure 16. Use of campaign performance optimization 21
Figure 17. Technology management process efficacy 22
Figure 18. Technology staffing process efficacy 22
Figure 19. Vendor management process efficacy 23
Figure 20. Customer knowledge process efficacy 24
Figure 21. Buying journey process efficacy 24
Figure 22. Persona management process efficacy 25
1. Table of Figures
