I’ve been working in the Marketing Operations field for almost 15 years now, helping CMOs build operating models to allow their teams, agencies, and martech vendors to work in a coordinated way, leveraging technology and data, complying with policies, and operating within efficient and effective standards.
The motivation for implementing these marketing operating models is simple and best stated by Michael Porter: “While Strategy is the differentiator for creating competitive advantage, operational efficiency is a prerequisite”.
