Partnering With a Marketing Operations Support Team Can Be Your Best Business Decision
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Partnering With a Marketing Operations Support Team Can Be Your Best Business Decision

Author: Sanjay Kotak | Categories: Digital Marketing, Online Marketing, 1:1 Marketing

The world of technology is ever evolving – what was relevant a decade ago is not relevant today. Well… almost, especially with marketing technologies!

The marketing technology landscape is growing exponentially each year, to offer digital marketers modern ways to market their business, engage better with the end customers – and in the process also allow marketers to get deeper customer insights and what their needs and preferences may be. In fact, with marketing technology, it is no longer about just promoting your business or keeping the lights on. Rather, it is about engaging with customers across channels and devising new ways to connect with them and provide relevant and memorable experiences – after all, the customer is the ‘king’ in this digital era.

(The evolution and current explosion of available tools in the marketing technology landscape has been graphically illustrated in an article posted on the Chief Marketing Technologist Blog.)

To keep up with the growing demand for marketing technology, technology companies are coming up with newer and advanced products that empower marketing processes to be seamless for marketers and that drive precious outcomes for businesses and their end customers. In that sense, marketing technologies are creating a win-win situation for all.

Having said that, it’s also important to acknowledge that using marketing technologies effectively can be a difficult task. While there are a myriad of options that marketing technology can offer, the inability to effectively leverage the tools are often reflected with poor marketing results. Fundamentally, outcomes are based on practical marketing strategies that companies need to put in place. These strategies need to be in place before technology can achieve those desired results.

Through this blog, I want to illustrate the importance of the digital marketing operations function and how it allows you to leverage the wide range of skill sets needed for your business.

How marketing operations help businesses?

“Marketers are successfully driving business outcomes through marketing operations”
#itsallaboutresults

As per a recent survey conducted by IDC Future Scape, by 2020, one-third of the CMOs will partially or fully outsource their marketing services.

To be successful as a digital marketer you need the following:

  • Defined business objectives
  • The ability to establish and run a mature marketing technology eco-system that can help interpret that strategy into reality
  • A variety of skill sets to run/execute these marketing initiatives
  • Governance structure for your ecosystem
  • The ability to grow and expand capabilities of your ecosystem
  • Best practices to drive the digital marketing initiatives to keep end customers connected and engaged

Doing this in-house can mean investing in a large pool of skills. Besides time-consuming effort, this can also mean a lot of overhead for your business. This includes the investment to keep all your employees’ skill sets current and relevant – which may mean additional overhead incurred while training and retaining them. As a fix, how about utilizing Marketing Operations experts for all your functional/operational tasks that are outside of your core competencies? Why invest in something that you can’t or don’t need to be good at? As a prudent marketer, would you not rather spend that money on other outcome-driven business initiatives? After all, performance of marketing is now measured on the outcomes!

This is precisely where the extended marketing operations come into play.

Advantages of working with a professional digital marketing operations agency

As I have already mentioned above, working with a professional agency can reduce the cost of managing and maintaining a wide variety of (ever changing) skill sets and most importantly, bring the agility that is of a great value to your marketing initiatives. To sum this up, the following are a few of the benefits to highlight here:

  • Access to wide variety of skill sets, available on subscription and on demand
  • Efficient management and governance of the content repertoire (visuals, text, images, etc. included)
  • Your go-to team for all your marketing knowledge and requirements
  • All tactical management – application and infrastructure support is also taken care of

In addition to operational efficiencies, a professional team can also help you enjoy value added services, such as periodic analytics with deep insights, demand generation, marketing campaign management and execution, and so on – all under one umbrella.

Partnering with a professional agency greatly minimizes the dependency on a single individual/team. Because it is a large pool of talent now working on your marketing strategies, you have quick access to the expertise of several professionals available around the clock.

What do professional digital marketing operations agencies offer?

Everything that you need to move towards more strategic goals!

They certainly come set with each of the benefits mentioned above, in addition to:

  • Backup teams to cover risks
  • Removing the hurdles of hiring and onboarding members – some of which might be short lived
  • Reducing the cost and increasing your savings

Because they take away most of the tactical challenges, you are left with more time, energy and budget to focus on executing strategic plans that make sense to your business and align with your core competencies – you just must let these agencies execute your strategies to the ‘T’. Some of these digital marketing operations organizations even work with you in defining marketing strategies, setting KPIs and measuring them.

The most important and, I would say germane, feature of subscribing to the services of such an agency is the ability to choose the skills of your choice and for the duration as per your preference. I am hinting towards the ‘subscription-based model’ that marketers are looking forward to exploring.

Why should businesses incur unnecessary annual cost of services that they may have used for, let’s say, just 3 months? Why should other projects reel under additional expenses when the used technology is relevant for just one project? Why shouldn’t marketers take delight in the flexibility that come alongside choosing specific and relevant services? Marketers want to enjoy the best of technology and services while they are servicing their customers but, they want these on their own terms. And, they are getting this via the subscription model.

What is the Subscription model and how does it help?

For starters, the subscription model is like a blessing for all marketers – veteran and new – that want to control their investment and yet enjoy the best of technology and marketing initiatives. In a nutshell, it:

  • Allows you to choose skills/ services from a large pool that are of use to your business today
  • Let’s you pick and drop services/skills as per your business needs
  • Provides you a higher customer lifetime value due to flexibility and better commitment
  • Gives you the access to the best practices and governance for compliances
  • Offers you better value as compared to the costs – affordability and flexibility
  • Let’s you optimize your investment, resources, and time

In the end…

Things are changing fast, and changing every day – you can either invest heavily on your team to keep them updated with the ever-evolving digital marketing dynamics, and still have a risk and dependency – with no guarantee of the best output OR partner with a digital marketing operations agency and leverage their knowledge on the latest and greatest of MarTech, with cost benefits, flexible hours, superior pool of talent and skills, marketing maturity, agility in time to market – all included.

Today’s digital marketing operations firms are multi-skilled – they offer a variety of services under one umbrella. Surely, this an important factor why businesses (marketers) today are looking at exploring this model.