10 Roles of a Successful Marketing Operations Leader
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10 Roles of a Successful Marketing Operations Leader

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    10 Roles of a Successful Marketing Operations Leader 10 Roles of a Successful Marketing Operations Leader Document Transcript

    • 10  Roles  of  a  Global  Marketing  Operations  Leader   By  Mayer  G.  Becker,  Senior  Director   Head  of  Global  Marketing  Operations,  Fortune  300  Company           Marketing  Operations,  as  a  discipline  of  marketing  is  relatively  new,  having  been  called  out  first  in  2005  by   analysts  IDC.  Reflecting  back  on  my  first  three  years  as  a  marketing  operations  leader  in  a  large,  global   company,  I  thought  about  the  different  roles  I  have  had  to  play.  No  one  role  is  more  dominant,  but  I  have   to  be  ready  to  assume  any  of  these  at  a  moment’s  notice.  A  member  of  my  team  coined  the  one  I’m  most   proud  of,  which  is,  symphony  conductor.  While  also  most  closely  associated  with  drill  sergeant,  symphony   conductor  is  the  role  I  enjoy  most.         Talking  with  other  marketing  operations  leaders,  I  discovered  that  each  company  defines  our   responsibilities  differently.  Some  focus  on  shared  services,  some  on  strategy,  planning  and  budgeting,  and   some  only  work  with  demand  generation  activity.  I  put  this  list  together  to  help  those  interested  in   marketing  operations  as  a  career  better  prepare  for  what  lies  ahead.  I  hope  other  practitioners  will  add  to   this  list  through  various  discussion  groups.     I  remind  myself  every  day  that  I  am  not  the  CMO,  nor  the  head  of  brand  or  e-­‐commerce.  My  many  roles   help  these  executives  to  be  successful  and  the  department  to  achieve  its  mission.  In  doing  so,  I  myself  am   successful.       1) Symphony  Conductor  –  the  CMO  writes  the  music  and  the   marketing  operations  leader  conducts  the  marketing   orchestra  by  ensuring  the  team  is  focused  on  what  is   important  (see  also  Drill  Sergeant)   2) Traffic  Cop  –  keeps  project  traffic  moving  smoothly   through  a  team  of  project  managers   3) Mechanic  –  fixes  a  process  when  it  breaks,  and  helps  keep   the  “wheels  on  the  wagon”   4) Sage  and  Seer  –  anticipates  the  needs  of  the  CMO,  and  stays  a  step   ahead  as  chief  of  staff   5) Bean  Counter  –  watches  over  the  marketing  budget,  measures  return   on  investment  and  makes  reports  to  other  stakeholders   6) Ambassador  –  maintains  and  facilitates  relations  with  other   departments,  especially  with  other  operations  leaders  and/or  chiefs  of   staff   7) Best  Friend  Forever  (BFF)  –  listens  when  a  peer  or  team  member  has   issues,  and  helps  to  resolve  them  (“the  door  is   always  open”)   8) College  Professor  –  trains  and  mentors   members  of  the  team  in  process  excellence,   and  advises  other  team  leaders  on  how  to   develop  plans  and  strategies   9) Drill  Sergeant  –  ensures  schedules  are  kept   and  deadlines  met   10)  Switchboard  Operator  –  soaks  in  information  and  readily  transfers  it  to   those  who  need  it,  or  to  those  who  ask  for  it     ©  2013  Mayer  G.  Becker   May  Be  Used  with  Permission:  opera75009@gmail.com   4/3/13