Major League Baseball’s spring training recently opened, and for baseball fans it’s a time of optimism and anticipation. The same is true for marketing operations teams – a great marketing operations team is like a winning baseball team in many ways. To build a great marketing operations team, there are certain essential roles that need to be filled and a mix of skills and personal characteristics that are required.
The mandate for marketing operations is to improve the efficiency and effectiveness of the marketing department through people, process, technology and data. To meet this goal, an ideal situation is to have dedicated roles focused on each pillar. Typically, this requires five essential roles: a Marketing Operations Manager, a Marketing Technologist, a Marketing Automation Specialist, a Data Analyst and a Project Manager/Process Specialist. Depending on the size of the team, there may need to be generalists who can do a bit of everything.
When putting together a marketing operations team, it’s important to strike the right balance between technical expertise and hard skills. Hiring T-shaped employees is important, but it’s also essential to make sure that everyone on the team doesn’t share the exact same “T”. This will ensure that the team has the right blend of skills to optimally carry out their tasks.
In addition to the necessary technical skills, there are certain personal characteristics that are essential for everyone on the team to have. These include business acumen and strategic thinking, adaptability, problem-solving and being customer-centric. Having a team that shares these core characteristics is the foundation for a successful marketing operations organization.
Building a great marketing operations team is just like putting together a winning baseball team. It takes the right mix of experience, skill-sets and personal characteristics to create a powerful team that can deliver on the organization’s goals. With the right team in place, you can be confident you’re headed in the right direction.
Originally reported by Martech: https://martech.org/moneyball-your-marketing-ops-team/
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