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2019 Marketing Operations Maturity Benchmarking Report
#2. Knowledge required
Only 51% of mainstream organizations get
passing scores in having the knowledge
and skills within MOPS to be effective.
Fortunately, assembling the necessary
components to support the teams
is becoming steadily easier. Training
providers have proliferated, and with
them the modes of knowledge delivery,
which now routinely include on-demand
and synchronous online learning.
#3. Top performers are
playing by the rulebook of
data-driven marketing
The companies which are best in class and
over-achieving on their marketing goals have
clusters of shared strengths; they use their data
to understand more about their customers and
tailor marketing messaging to narrow segments.
This captures and validates the promise of
modern marketing. If businesses understand
their customers' needs in the moment and
can respond to them with relevant content
and personalized offers, they'll win not only
the sale, but that customer's ongoing loyalty.
#4. Marketing should lead,
but it won't unless...
With the customer at center stage, this should
be marketing's moment. Between playing
a key role in CX deployment and being the
nexus of customer data as well as technology,
marketing should have more influence over
corporate strategy than ever before. Yet at
many organizations that's not the case.
The issue is that marketing hasn't been
able to provide evidence of its impact to
the satisfaction of the wider enterprise.
Among mainstream companies, only
38% are able to accurately predict their
revenue to a reasonable degree, proof
that the discipline has a long way to go.
To take and retain a seat at the table,
marketing and MOPS have to measure
and translate results into actionable,
mutually agreed upon KPIs that are
meaningful across the organization.
