Best Practice Report

Mapping Competencies: Marketing Operations

May 18th, 2022
Julian Archer, null
Julian Archer
With contributors:
Cristina De Martini , Ross Graber , Katie Linford , Ella Sullivan , Nicole Lesperance


A detailed mapping of competencies within the marketing operations function helps operations leaders assess their function’s capabilities across six core competencies: planning and budgeting, measurement and analytics, data, technology, process optimization including revenue engine alignment, and functional optimization. Marketing operations leaders can use the assessment results to build a respected marketing operations practice that drives enhanced marketing and revenue-related functional support.

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