You’ve invested in people, processes and marketing technologies, so why is it still so hard to demonstrate the success of marketing? Investment in marketing technologies, such as data analytics, campaign management, social media and email platforms has enabled marketing departments to produce a greater volume of increasingly sophisticated marketing activities and campaigns. Yet in reality, the use of these new technologies has added complexity to the day-to-day operational activities of a busy marketing department. In many cases the desire and technological ability to deliver ingenious campaigns is out of step with the operational bandwidth with tactical solutions like #slack or Trello used to provide limited relief. An effective Marketing Operations Management (MOM) solution will help you align your resources and eliminate operational headaches to improve the overall effectiveness of your marketing team. However, having already invested in numerous other marketing technologies, building a business case for a MOM solution needs to be considered.

Unfortunately,there is no ‘one-size-fits-all’ template. Needs differ from one marketing department to the next. What may benefit some organisations may not be important for others. With growing demands on time, financial and human resources; and to bring more control to processes, marketing management are increasingly looking towards Marketing Operations Management (MOM) solutions to help.

So, what areas of marketing can MOM be deployed, and in what ways can it provide

value to the marketing department?