Vision Report

It’s Time For B2C Marketing Operations To Shine

Fast-Paced B2C Marketing Requires End-To-End Marketing Ops

August 2nd, 2023
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
Cristina De Martini, VP, Research Director
Cristina De Martini VP, Research Director
With contributors:
Emily Collins , Bruna Venicio , Shayna Neuburg

Summary

Today’s B2C marketers face a proliferation of touchpoints, macroeconomic headwinds, and variability across industries. B2C marketing operations professionals can take a page from their B2B counterparts who more tightly link financial planning, creative production, downstream execution, and marketing performance to better inform marketing activity. B2C marketing operations requires holistic oversight of money, people, content, and performance management to address the increasing complexity of market conditions, capture a bigger picture, and have greater purview. This report explains how to make marketing operations more insights driven, rooted in design thinking, and technologically savvy.

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