Vision Report

Marketing Operations: Revealing Unseen Possibilities

June 14th, 2021
With contributors:
Ross Graber , Kerry Cunningham


Marketing operations professionals are creative contributors to the B2B organization’s future success as they enable the organization to deliver a superior customer experience and grow revenue. These marketers are uniquely positioned to understand the needs of stakeholders and to comprehend and connect these needs to capabilities available in the market (e.g., technology, process methodologies, and approaches and capabilities based on seeing and understanding insights and data). In this report, we discuss how marketing operations leaders must elevate and position their teams as creative contributors with the characteristics required to ensure the organization will realize the full value of its marketing function.

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