Ben Davis says, “What is marketing ops?

In Ashley Friedlein’s recent 2017 digital trends essay, he identifies marketing transformation as a hot topic.

Ashley says that this could include the (re)integration of digital marketing, the introduction of a CCO (chief customer officer), bringing teams back in house, assessing supplier relationships, zero-based budgeting and marketing ops.

Here’s what he has to say about the latter:

The area that I find most interesting is the idea of ‘marketing ops’: the operating system for marketing. This is one effective way of keeping focus but also dealing with complexity and delivering operational efficiency.

Just as (enlightened) IT has ‘dev ops’ it makes absolute sense to me that marketing needs ‘marketing ops’. Marketing is adopting ‘agile’ from the world “.

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