Marketing Operations: Planning Assumptions 2021

The global health crisis in 2020 was a catalyst for change for nearly all organizations. Markets shifted abruptly, face-to-face marketing channels were eliminated, and buyers’ needs expanded. These shifts presented an opportunity for marketing operations professionals to reposition short- and long-term priorities. The fast-changing market conditions have illuminated how critical marketing operations is in building marketing’s infrastructure for agility, data-driven decisions, and technologies that empower the business to take quick action. In this report, we define five trends that will affect the priorities of marketing operations leaders in 2021.