Planning Guide Report

Planning Guide 2023: Marketing Operations

Organizations Rely On Marketing Operations In Times Of Economic Uncertainty

August 23rd, 2022
With contributors:
Srividya Sridharan , Ross Graber , Julian Archer , Ella Sullivan , Ellen Lind


An organization’s marketing operations function facilitates the realization of efficiencies and growth potential within the greater marketing function and across the organization’s revenue engine. Because of this responsibility, the marketing operations function plays a critical role in guiding budget opportunities to safeguard an organization’s survival, and even growth, during an economic downturn. In this report, we outline the key investments, divestments, and areas of experimentation marketing operations leaders should consider for 2023.

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