One of the most underrated roles on Marketing teams is the Ops person. In many companies, this role isn’t even filled (which is crazy).
Marketing Ops is an enablement role. It enables Marketers to spend money while giving them the insights they need to make better decisions.
To get to those insights, however, there is a whole lot of data collection, infrastructure and integration work that needs to happen — these are skills that are usually most lacking on marketing teams.
Find yourself a marketing ops person if you don’t have one already. And if you have a good one, do everything you can to hold onto them.
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