Marketing operations, sometimes referred to as MOps, is an umbrella term that describes the people, processes, and technology that power a business’s overall marketing strategy and increase chances of success. It is the function of overseeing an organizations marketing program, campaign planning, and annual strategic planning activities. The people involved in marketing operations build a foundation that reinforces and supports marketing efforts, making it easier to achieve goals by implementing systems to ensure marketers are best equipped to succeed at their jobs.

Marketing operations management creates the framework for how marketing ops and teams do their jobs. This management will make strategic decisions on marketing activities and develop an optimized strategy that dictates beginning to end systems that will contribute to success. The role of marketing ops encompasses project management, strategic planning, organization benchmarking, workflow process development and documentation, customer, market, and competitive intelligence research, performance measurement, campaign analysis, and reporting.

Marketing operations is more encompassing than the conventional definition of marketing because it adds technical and analytical approaches in addition to creative ones. This combination of analytical, technical, and creative approaches is essential in today’s ever-growing data and technology environment to maximize the benefits for companies as well as their customers. It offers opportunities to develop better customer relationships based on the data available and deliver personalized experiences across an increasing number of marketing channels while increasing marketing efficiency and effectiveness.

Marketing operations professionals often come from analytical or process-oriented backgrounds, and they serve in marketing operations (MOPs) roles. It’s now not uncommon for a Chief Marketing Officer’s (CMO’s) staff to include analysts, programmers/developers, project managers, data experts, and market researchers.

In summary, marketing operations is the process, technology, and human resources that allow marketing to scale with quality and consistency. It includes the people, processes, technology, and data that support marketing strategies and campaigns, and a marketing ops team oversees those components.