How to Scale Your Marketing Operations: 3 Essential Strategies

How to Scale Your Marketing Operations: 3 Essential Strategies

Directors of marketing for fast-growing businesses must find ways to scale their marketing initiatives in tandem with the company’s rising technological infrastructure. They’re under a lot of pressure to produce outcomes for their department. To expand, businesses must always be open to trying new customer acquisition and marketing strategies. As part of this process, you will create scalable marketing tactics to reach your target audience. There are sky-high hopes, but the budget isn’t rising to meet them. Marketers must find ways to improve output while decreasing wasteful spending.

Marketers need a scalable method for administering programs and measuring revenue to keep up with the influx of new touchpoints and achieve a positive ROI from their campaigns.

 

Show how marketing helps businesses grow

Due to marketing’s status as a drain on resources, it’s important to track the results of your marketing budget. In the short term, a negative return on investment (ROI) in marketing may be acceptable, but in the long run, you need to see a profit from your efforts. But figuring out how to correctly assign income across marketing efforts is one of the biggest issues that marketers confront.

A campaign’s performance can be measured in two ways:

  • Are you happy with the results your hard work has given?
  • Was the result worth the effort put in to get it?

Most marketing activities that influence the general buying decision are spread out across multiple points in time, but first-touch attribution identifies which programs are delivering the newest names and last-touch attribution identifies the final call-to-action that helped push the conversion over the finish line. Multi-touch attribution is vital to accurate reporting because it lets you measure each of the interactions that contributed to the desired outcome.

Campaign reporting should, at a minimum, enable you to visualize the full scope of each touchpoint’s contribution to the final goal of conversion or sale. Successful campaigns and noteworthy events should be recorded, cost-per-name and cost-per-success metrics provided, and the stated income value automatically distributed among touchpoints with the help of your marketing platform.

Choosing between hiring and outsourcing

It was much simpler to get a job nowadays. Because of the “big hush” and other circumstances, finding qualified applicants has become more difficult for recruiters, who have an overall success rate of only 72.8%. This means you should give some serious thought to the people you need to recruit and the timing of those hires.

The marketing operations team can include a variety of roles, such as

  • Vice President of Marketing Operations
  • Marketing Operations Manager
  • Marketing Technology Specialist
  • Data and Analytics Specialist
  • Digital/Web Platform Specialist
  • Social Media Manager,

However, you probably won’t need to hire employees to fill all of these positions. Further, a substantial portion of marketing operations may be contracted out. Therefore, one of the first things to decide is whether or not to bring in new employees to fill crucial positions or to contract out some of the jobs to a reliable third party.

Since data is the backbone of effective marketing strategies, it’s crucial to have the personnel on hand (in-house or outsourced) to guarantee that your data is easily available, usable, and correct. Three essential jobs are as follows:

  1. The Marketing Operations manager is responsible for directing the Marketing Operations team and ensuring that all necessary resources (including humans, systems, and procedures) are being utilized effectively. They monitor and report on the efficacy of marketing efforts, with a particular emphasis on strategy, design, and implementation of campaigns and programs.
  2. When you require help with customer and prospect data management, campaign success analysis, and metrics production for reporting to higher management, a Data Analyst on your Marketing Operations team may be crucial.
  3. The Marketing Technology Specialist’s job is to supply you with the software and hardware you need to plan, organize, and carry out your marketing initiatives. You can count on them to maintain your tools and technologies running smoothly to fulfill the demands of the team since they are specialists in marketing automation systems and other marketing-specific tools like SEO, analytics, and social media solutions.

Adding managers and experts to your team so they may handle other crucial responsibilities is an option if you can secure funding for them. Tactical duties can be outsourced cleverly and cost-effectively. In this approach, you can take use of seasoned professionals’ knowledge and insight without having to shell out the money required to hire an employee full-time. This is especially helpful during times of fast expansion when you need extra hands on deck but want to scale back afterward.

Implement the right tools and technologies

There are currently approximately 10,000 marketing tools accessible, a 24% increase since 2020. How do you decide which marketing tools and technology to invest in so that you get the most bang for your buck and the outcomes you envision? And even if you use the appropriate instruments, timing your scaling is essential; if you do it too soon or too late, you may not get any returns.

Once you have an accurate picture of your resources, you can formulate a marketing plan and prioritize your efforts accordingly. To better qualify leads for Sales, for instance, you may want to create a system for efficient lead scoring. Investing in data management technologies might be beneficial if your email campaigns consistently result in undeliverable messages.

To get the most out of your marketing technology (martech), it’s a good idea to enlist the services of an objective third party that can undertake the audit on your behalf and provides valuable insight gleaned from their experience in the field.

Make sure the right processes are in place

Defining and documenting repeatable, consistent procedures for various marketing operations activities is essential as you expand and perfect your Marketing Operations unit. As your team grows, the documentation you have will become increasingly useful as it will facilitate the onboarding of new team members, allowing them to quickly learn the ropes and contribute to the team’s success.

BDO Digital Scales Marketing Operations Confidently

It’s usually easy to tell when it’s time to expand your Marketing Operations team, but the specifics of how to do so might be a bit more elusive. Engaging an outside party can help you remove obstacles and speed up the process of scaling to meet the demands of your growing staff.

If your company is looking to expand its Marketing Operations department, BDO Digital can help with a variety of Consulting Services.

Stay lean and maximize growth

Your marketing department may evolve into a dynamic group that anticipates and reacts to changing client demands and industry dynamics with the help of a solid foundation of marketing operations.

Marketing teams that use the Agile methodology manage to remain lean while increasing output and efficiency. After adopting Agile marketing strategies, 87% of chief marketing officers report increased team productivity.  Get in-depth strategies for making your growing marketing team more Agile.

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