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

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.