In late 2020 a large, global study found that businesses with a marketing operations (MOPS) function significantly outperformed their peers. The question is why. Our expectation was that in addition to fulfilling on its primary goals of improving the efficiency and effectiveness of marketing, the operations function also provided an adaptable foundation for change in an especially dynamic period.
Marketing Operations came into its own as a distinct discipline in the early 2000s. Since then, its importance and adoption have grown along with the complexity of marketing.
The opportunity and demands of digital customer management expanded the role of marketing from filling the funnel to optimizing the whole of the customer journey. Today, roughly half of all B2B organizations with over $1B in revenues have a named MOPS group.
This report is for companies that want to understand the impact of MOPS and those that seek to mature or expand their marketing operations functions.