Technology: A Marketing Ops Tool but Not the End Game

Technology is seen as the “Holy Grail” for streamlining marketing functions. Not so fast… Although Marketing Ops professionals recognize technology as a means to automate time consuming processes and tasks crucial to running successful marketing programs, realistically it’s only part of the solution. Companies that have deployed technology without investing in a marketing operations function to optimize it have discovered this reality the hard way. So assuming your company has taken the critical first step of establishing a dedicated MO function, what does the team need to do to optimize technology to enable a more efficient and effective business?

Additional Resources:

Getting Over Shiny Objects: Marketing Automation & Beyond -  http://mopartners.com/getting-over-shiny-objects-marketing-automation-beyond/

The Myth that Marketing Automation Reveals Buyers’ Journeys - http://mopartners.com/myth-marketing-automation-reveals-buyers-journeys/