Gaining Clarity: Marketing Ops Vs. The Demand Center

While marketing operations and the demand center have similar centralized structures, their areas of focus are different. Marketing leaders must ensure that both functions have clear charters that complement, rather than overlap, one another. The area of technology can be tricky, particularly when it comes to marketing automation selection and control.

One of the biggest time stealers is accidental: Lack of daily job role clarity that causes overlap between functions and their people, leading to redundancy and wasted effort. B2B organizations that have both a marketing operations function and a demand center can encounter such issues, as organizations confuse what tasks belong where. In this report, we clarify the roles of each function, pinpoint the most common problem areas between the two and provide ways to address these concerns.