Model Overview Report

Introducing The Marketing Operations Range Of Responsibilities Model

May 19th, 2022
Cristina De Martini, VP, Research Director
Cristina De Martini VP, Research Director
With contributors:
Ross Graber , Vicki Brown , Katie Linford , Julian Archer , Ella Sullivan , Ellen Lind

Summary

Marketing operations has a valuable role to play in the marketing ecosystem, enabling the organization to deliver a superior customer experience and grow revenue. Without an effective marketing operations function, CMOs will struggle to succeed. To assist organizations in designing a best-practice marketing operations team, the Forrester Marketing Operations Range Of Responsibilities Model depicts the prioritized scope of a marketing operations team and tiers responsibilities for each discipline from strategic to tactical. In this report, we explain how to use the Marketing Operations Range Of Responsibilities Model to define the function’s contribution to the business, develop more advanced capabilities to make a greater impact, and distinguish its role clearly from other interlocking teams.

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