A Marketing Operations professional plays a crucial role in ensuring that marketing campaigns are executed efficiently and effectively. Here are some things that a Marketing Operations professional should aim to accomplish in their first 30/60/90 days on the job:
First 30 days:
- Get to know the team: Take time to meet with the marketing team, other stakeholders, and executives to get a better understanding of their goals, needs, and expectations.
- Learn about the organization’s systems and tools: Understand the technology stack that the organization is using, including the marketing automation platform, CRM, analytics tools. Build a systems map of the tools and integrations along with who “owns” each system.
- Identify key metrics: Determine which metrics the team is using to measure success and what data sources are being used.
- Assess the existing marketing processes: Understand the existing workflows, processes, and procedures, and identify areas for improvement.
- Establish a roadmap: Create a roadmap for the next 60-90 days based on your assessment and discussions with the team.
Recommended Reading: “The Ultimate Marketing Operations Playbook,” by BrightFunnel
Next 60 days:
- Publish a Dashboard. Include green items – metrics that are performing at better than industry benchmarks, yellow items – things at risk, red metrics – things under industry benchmarks, and black items – things that you want to measure, but can not yet measure.
- Implement changes: Start implementing the changes outlined in your roadmap.
- Streamline processes: Work with the marketing team to streamline processes, eliminate inefficiencies, and automate repetitive tasks.
- Improve data quality: Implement data quality processes to ensure that data is accurate, complete, and consistent.
- Refine reporting: Refine reporting processes to ensure that the team has access to the right data and metrics in a timely manner.
- Collaborate with other teams: Collaborate with other teams, such as sales and customer success, to ensure alignment and optimize the overall customer experience.
Recommended Reading: “The Marketing Operations Handbook: A Practical Guide to Implementing Effective Marketing Operations,” by Mathew Sweezey
Next 90 days:
- Optimize marketing campaigns: Use data and insights to optimize marketing campaigns and improve results.
- Develop new processes: Develop new processes and workflows that enable the team to work more efficiently and effectively.
- Improve alignment: Continue to work on alignment with other teams, such as sales and customer success, to improve the customer experience and drive revenue growth.
- Enhance data analysis: Enhance data analysis capabilities by exploring new analytics tools and techniques.
- Share results: Share the results of your work with the team and other stakeholders, highlighting the impact on business outcomes.
Recommended Reading: “Marketing Operations: A Practical Guide to Improving Marketing Results,” by Sanjay Sarathy
During the first 30/60/90 days on the job, a Marketing Operations professional should aim to understand the team, systems, and processes, identify areas for improvement, implement changes, streamline processes, optimize campaigns, and collaborate with other teams to improve the customer experience and drive revenue growth.
Key metrics
As a Marketing Operations professional, it is important to be familiar with various reports and metrics to assess the effectiveness of marketing campaigns and initiatives. Here are some essential reports and metrics that every Marketing Operations professional should know:
- Unsubscribe rates
- Deliverability and Reputation – how good is your email marketing reputation? No since in focusing on email marketing if you can’t make it anyone’s inbox
- Return on Investment (ROI): ROI is a key metric that measures the profitability of a marketing campaign. It is calculated by dividing the revenue generated by a campaign by the cost of the campaign. What are the benchmarks for your team? What is the full loaded cost (cost with people) or the simple costs of these campaigns?
- Customer Acquisition Cost (CAC): CAC measures the cost of acquiring a new customer. It is calculated by dividing the total cost of sales and marketing by the number of new customers acquired.
- Conversion Rate: Conversion rate measures the percentage of visitors to a website or landing page that take a desired action, such as filling out a form or making a purchase.
- Click-through Rate (CTR): CTR measures the percentage of people who click on a link in an email, ad, or other piece of marketing content.
- Bounce Rate: Bounce rate measures the percentage of visitors to a website who leave after viewing only one page.
- Lead-to-Customer Conversion Rate: This metric measures the percentage of leads that turn into paying customers. It is calculated by dividing the number of customers by the number of leads.
- Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs): MQLs and SQLs are used to measure the quality of leads generated by marketing and sales efforts, respectively. What is the volume, and the frequency of these leads?
- Marketing Funnel Metrics: These metrics measure the progression of leads through the marketing funnel, from awareness to consideration to conversion.
- Website Traffic: Website traffic measures the number of visitors to a website. It is important to track website traffic to assess the effectiveness of marketing campaigns and website design.
- Customer Lifetime Value (CLV): CLV measures the total amount of money a customer is expected to spend with a company over their lifetime. It is an important metric for measuring the overall profitability of a business.
By understanding and tracking these key metrics, Marketing Operations professionals can make data-driven decisions and optimize marketing campaigns to achieve better results.
Do more in 90 days with Stack Moxie
Stack Moxie helps Marketing Operations professionals know, understand, and optimize their web pages, integrations, and systems without the need for manual testing. Find out what’s working as expected and where things are breaking, and discover what changes are needed to make sure leads are reaching sales, your users are having a good brand experience, and no revenue is left on the table. Talk to a project manager to see how Stack Moxie could fit into your 30/60/90 plan.
