{"id":24978,"date":"2018-12-11T09:00:05","date_gmt":"2018-12-11T15:00:05","guid":{"rendered":"https:\/\/centricconsulting.com\/?p=24978"},"modified":"2022-10-17T06:59:40","modified_gmt":"2022-10-17T10:59:40","slug":"marketing-operations-coe-catalyst-for-marketing-automation-roi","status":"publish","type":"post","link":"https:\/\/centricconsulting.com\/blog\/marketing-operations-coe-catalyst-for-marketing-automation-roi\/","title":{"rendered":"Marketing Operations Center of Excellence: The Catalyst for Marketing Automation\u00a0ROI\u00a0\u00a0"},"content":{"rendered":"

Marketing automation success comes\u00a0when marketing leaders make investments to ensure strategy alignment. This is best done with a Marketing\u00a0Operations<\/a> COE.<\/h2>\n

To see the real benefits of marketing automation<\/a>, you have to focus on more than technology.\u00a0\u00a0<\/span><\/p>\n

Marketing teams have made significant investments in marketing automation technologies over the last 10 years and\u00a0they continue to rapidly evolve.\u00a0These platforms promise marketers the ability to\u00a0automate manual processes,\u00a0create highly personalized marketing experiences, and improve marketing\u2019s impact on revenue generation.\u00a0\u00a0<\/span><\/p>\n

But purchasing a marketing automation platform isn’t a silver bullet\u00a0to\u00a0achieving these\u00a0successes.\u00a0\u00a0<\/span><\/p>\n

Marketers, are inundated with shiny new\u00a0technology\u00a0offers probably more than any other business group. And they are not exempt from the age-old problem of relying too much on a technology to\u00a0reach the desired business goals.\u00a0\u00a0<\/strong><\/p>\n

What is the\u00a0catalyst for\u00a0marketing automation ROI?<\/h2>\n

With\u00a0technology and\u00a0in\u00a0life,\u00a0success is rarely\u00a0achieved with a single action or investment. What is that kettle bell sitting in my garage doing for me? Yes, the \u201ctool\u201d has potential to help me achieve my fitness goals but unless I make a commitment to using it correctly and regularly, it\u2019s useless.\u00a0<\/span><\/p>\n

Marketing automation is no different.\u00a0Success with marketing automation comes\u00a0when marketing leaders are willing to\u00a0make additional investments as well as necessary process and\u00a0organizational changes\u00a0to ensure alignment with the strategy that technology\u00a0enables.\u00a0\u00a0<\/span><\/p>\n

This is most effectively done\u00a0by establishing\u00a0a Marketing\u00a0Operations Center of Excellence (MarOps\u00a0COE) team.\u00a0\u00a0<\/strong><\/p>\n

What is a Marketing Operations COE?<\/h2>\n

How a COE is operationalized varies depending on the strategic focus, size, and marketing maturity level of an organization.\u00a0Sometimes part of a larger business process excellence initiative,\u00a0a COE can\u00a0also\u00a0be implemented departmentally to\u00a0align with\u00a0transformational initiatives like the adoption of a marketing automation platform.\u00a0\u00a0<\/span><\/p>\n

Typically the core of the\u00a0MarOps\u00a0COE is a shared services team that provides strategic leadership,\u00a0martech\u00a0tool governance and operations services to cross-functional and cross-business marketing teams. The\u00a0team\u00a0focuses\u00a0on\u00a0facilitating\u00a0marketing ROI and sometimes digital transformation across an organization.\u00a0\u00a0<\/span><\/p>\n

Usually,\u00a0these teams are comprised of marketing and sales leaders, marketing operations<\/a> and automation experts, project managers, and data analysts.\u00a0Team members bring centralized expertise on marketing and sales\u00a0technologies, marketing\u00a0operations process<\/a>, customer data collection and usage, and marketing program performance.\u00a0<\/strong><\/p>\n

What are the benefits\u00a0of a Marketing Operations COE?<\/h2>\n

The best time to start building a\u00a0MarOps\u00a0COE is\u00a0in the early stages of\u00a0your\u00a0marketing automation\u00a0implementation.<\/p>\n

This might seem like a big undertaking, at a time when the team is already stretched,\u00a0but in many cases a COE will\u00a0accelerate the implementation and ensure adoption –\u00a0especially in enterprise teams with multiple business units sharing the platform. This is primarily due to the collaboration it\u00a0allows\u00a0across these teams.<\/strong><\/p>\n

When best practices are followed,\u00a0the COE will add tremendous value during the implementation such as:\u00a0\u00a0<\/span><\/p>\n