And How Does Marketing Operations Improve Revenue Growth?
Marketing operations includes the systems, processes and technology that allow today’s complex collection of strategy, tactics, analytics and software to run smoothly, scale and produce the desired business outcomes.
Last week I was at the Mirren Agency CEO Summit in Chicago (great event, by the way) and got to hear Sarah Armstrong, a partner and Master Expert at McKinsey. Sarah has worked for big agencies and big companies, and now consults at the highest level. Her insight was that one of the fastest growing areas in companies is marketing operations.
So, what is marketing operations? Why should you care? Why is this highly intelligent and experienced McKinsey consultant telling agencies to keep an eye on this little-known aspect of marketing?