What Does a Marketing Technologist Do?
The role of a marketing operations professional or marketing technologist frequently extends beyond a job description to be a “jack of all trades” for the marketing department.
In recent years, our role has formally evolved into three main areas:
Technology Management
Processes and Operations Management
Analytics and Reporting
Marketing Technology Management
In the rapidly evolving world of digital marketing, technology plays a pivotal role in executing a successful marketing strategy. Marketing operations manages and optimizes marketing technologies used by the team (known as the “stack”) including:
Customer relationship management (CRM) systems
Marketing automation platforms (MAPs)
Analytics platforms, and other peripheral tools, from content management to survey tools.
A Marketing Technologist integrates these technologies seamlessly to streamline marketing efficiency. Additionally, we are tasked with staying ahead of the curve and identifying new innovative tools to close marketing capability gaps.
Marketing Processes and Operations Management
A marketing operations professional is instrumental in designing, implementing, and optimizing processes to facilitate smooth workflows within the marketing team. This involves collaboration with various departments, understanding their needs, and creating standardized procedures to deliver more efficient results.
Marketing operations professionals are project managers. Coordinating campaigns, meeting deadlines, and troubleshooting issues are all part of the day-to-day. The goal is to create a well-oiled machine where every component of the marketing process works seamlessly, from idea to execution.
Marketing Analytics and Reporting
Data is at the heart of modern marketing, and marketing operations professionals hold the key to this invaluable resource. We enable the team to make data-backed decisions, involving tracking KPIs, analyzing campaigns, and recommending improvements.
We transform complex data sets into comprehensible reports for stakeholders, crucial for demonstrating the impact of marketing efforts. Whether measuring the ROI of a campaign or understanding customer behavior, marketing operations professionals use analytics to guide strategic decision-making.
Conclusion
Having a skilled marketing operations professional on board is not just an asset but a necessity for achieving and sustaining marketing success.
My job is to focus on improving these three areas for your business:
If these are gaps in your current marketing team’s skill sets, fret not: I would be thrilled to discuss managing these functions for your organization or setting up coaching and training for your current marketing team.
