This document outlines the core competencies of a successful marketing operations leader. It discusses that marketing operations involves 1) being a marketing technology consultant by evaluating existing technologies and helping teams use tools effectively, 2) executing marketing initiatives scientifically by testing hypotheses and presenting findings, and 3) delivering the right metrics to stakeholders to support decision making. It also emphasizes implementing core technologies like analytics, marketing automation, CRM, and attribution to measure performance and understand customer journeys. Overall, the document provides guidance on how marketing operations can help align sales and marketing, make teams more data-driven, and improve efficiency.

1. Core Competencies Of The
Marketing Operations
Leader
With Eva Sharf

2. Eva Sharf
Attribution
Analyst and Paid
Media Manager
PRESENTER
Andrew Nguyen
Content Marketer
HOST
Welcome!

3. Marketing Operations: What We Think We Do

4. Marketing Operations: What We Really Do

5. Success In Marketing Operations
1. Be the marketing technology
consultant
2. Execute like a scientist
3. Deliver the right metrics
Us

6. Success In Marketing Operations
=
1. Be the marketing technology
consultant
2. Execute like a scientist
3. Deliver the right metrics
Our
Organization
Us
● Alignment between sales and
marketing against pipeline
and revenue contribution
● Helping the organization
become tech savvy
● Efficient and effective
management of the sales and
marketing funnel

7. Success In Marketing Operations
=
1. Be the marketing technology
consultant
2. Execute like a scientist
3. Deliver the right metrics
Us

8. Be The Marketing Technology Consultant
● Understand the value of your existing
marketing technologies

9. Be The Marketing Technology Consultant
● Understand the value of your existing
marketing technologies
● Focus on Accountability and Lesson
Learning when evaluating martech

10. Be The Marketing Technology Consultant
Impact evaluation Cost/benefit analysis
Martech Evaluation Purpose:
Accountability

11. Be The Marketing Technology Consultant
Impact evaluation Cost/benefit analysis Needs assessment Process evaluation
Martech Evaluation Purpose:
Accountability and Lesson Learning

12. ● Make better use of the
technology budget
When We Measure The Value Of Martech We...

13. ● Make better use of the
technology budget
● Provide teams with the right
tools
When We Measure The Value Of Martech We...

14. ● Make better use of the
technology budget
● Provide teams with the right
tools
● Become the martech
consultant
When We Measure The Value Of Martech We...

15. You Have The Right
Technology. Now What?

16. Execute Like A Scientist!

17. Execute Like A Scientist!

18. Execute Like A Scientist!

19. Execute Like A Scientist!

20. Present Your Research Findings

21. Present Your Research Findings
Always include:
● A clear path to greater ROI or efficiency
● The alternative options
● A comparison of short and long-term costs
and benefits

22. How do you deliver the best
information?

23. Support a great customer
experience
Actions Deliverables
Deliver key customer insights
Deliver The Right Metrics

24. Support a great customer
experience
Train the marketing team on
understanding the data and
how to use it to measure
marketing performance
Deliver key customer insights
Deliver the key metrics to decision
makers
Deliver The Right Metrics
Actions Deliverables

25. Support a great customer
experience
Train the marketing team on
understanding the data and
how to use it to measure
marketing performance
Govern and implement well-
designed analyses
Deliver key customer insights
Deliver the key metrics to decision
makers
Enable better decision making with key
insights
Deliver The Right Metrics
Actions Deliverables

26. Actions Deliverables
Support a great customer
experience
Train the marketing team on
understanding the data and
how to use it to measure
marketing performance
Govern and implement well-
designed analyses
Deliver key customer insights
Deliver the key metrics to decision
makers
Enable better decision making with key
insights
Deliver The Right Metrics

27. Action Items To Get Us There
● Decide on the data warehouse (e.g. CRM vs. Marketing
Automation)
● Ask stakeholders what kind of reporting and metrics would help
in decision making
● Create role specific dashboards

28. We’ll Need The Core Marketing Technologies
● Channel analytics & web analytics
● Marketing Automation
● CRM
● Attribution

29. How Attribution Supports
Marketing Operations
Success

34. 10%
Other touchpoints
30% 30% 30%
W-Shaped

35. 10%
22.5% 22.5% 22.5% 22.5%
Full-path
Other touchpoints

36. Success In Marketing Operations
1. Be the marketing technology consultant
2. Execute like a scientist
3. Deliver the right metrics
[BONUS]
4. Implement the core marketing operations
technologies

37. Poll Time

38. Any Questions?

39. Thank you!