Last time, we defined Marketing Operations and answered the most frequently asked questions surrounding the topic, like the important roles and responsibilities of a marketing operations professional, why marketing operations is important, and how to create a good MOps strategy.
This blog will dive deeper into the last question, “How do you create a good MOps strategy?”
The 4 Steps to Creating a Good Marketing Operations (MOps) Strategy
Marketing Operations refers to people, processes, and technology that enable a business’s marketing efforts to perform optimally. MOps strategies are important for increasing efficiency and ensuring marketing initiatives are being met.
Since it plays a huge role in the success of the marketing team, we will break down the basic steps for developing a strong MOps plan.
1. Identifying what goals and objectives need to be accomplished
You can’t make a strong plan without any goals.
The first step to creating a good MOps strategy is to start setting specific goals, which lay out the tasks needed to be completed. A good starting point is to look at the current marketing framework to see what areas need improvement.
2. Determining measurable metrics that demonstrate whether your efforts were successful
With your goals set in place, it is important to figure out metrics to monitor your progress. It will allow you to evaluate whether or not you are achieving your goals. It will also identify what is working well and what needs extra attention.
Here are some examples of measurable marketing goals:
- Goal: Increase email engagement > Method: track # of open rate & email click rate
- Goal: Increase social media presence > Method: track # of engagements & impressions
- Goal: Increase website traffic > Method: track # of daily and new visitors
- Goal: Increase lead generation > Method: track timeline of customer’s journey
3. Setting actionable steps to meet your goals
Now it’s time to go back and set actionable steps.
One of the most popular methods for setting attainable goals is using SMART goals. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-based.
We already covered specific and measurable aspects of goals in Step 1 and 2. Now, go back to your goals and evaluate if your plans are attainable, relevant, and time-based.
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- Achievable – Each goal should be realistic and easy to accomplish. It’s a good time to break down large goals into smaller tasks.
- Relevant – Each goal is right for the company and the brand. You will want to make sure it will fit the organization’s overall goals.
- Time-Based – The final and crucial step for actionable goals is to assign deadlines to each task. It will help to maintain accountability and ensure the goals are actually being worked on.
4. Delegating tasks to team members
One of the key aspects to accomplishing the MOps strategy is teamwork and communication.
It is important that team members are aware of the goals set in order to bring everyone on the same page. Then, you can begin assigning the actionable tasks among your team members to start making the goal into reality.
Bottom Line
A good Marketing Operations strategy allows for a productive and efficient day-to-day operations. In addition, it sets the marketing team on the right direction for success with overall goals set in place.
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